Market overview
Eniro has operations in Sweden, Norway, Finland, Denmark and Poland.
Sweden and Norway are Eniro’s most important markets. In these markets, Eniro offers both printed directories and Internet, mobile and directory assistance services. The same product range is offered in Finland, which is Eniro’s third largest market. In Poland, Eniro publishes directories and offers Internet and mobile services. In Denmark, Eniro has a strong position in local directories and a growing position in Internet services.
In August 2007, Eniro reached an agreement to sell its German subsidiary Wer liefert was? (WLW) to the Italian group Seat Pagine Gialle. The transaction was effective as of October 1, 2007.
Eniro has strong market positions and is number one or two in each of its core markets.
Revenues per market 2007
The diagram shows the distribution of Eniro's operating revenues 2007.
Fast-growing Internet markets
The Nordic market for printed directories is mature, with high usage and continuous development of printed products. The market is dominated by a few players, and the barriers to entry are high.
Within Internet and mobile services, the advertising market is growing rapidly. Barriers to entry in the new channels are lower than in directories. They tend to increase, however, since service functionality, the importance of strong brands, in-depth and quality assured content and a large sales force make it difficult to successfully launch new products and services.
Competitors
Historically, the Nordic markets have been characterized by a single company with a dominant position that was often a spin-off from the country’s state-owned telecom operator. In Sweden, that company is Eniro, while in Norway it was Findexa, which is now part of the Eniro Group. The Finnish market deviates from the Nordic pattern in that it is characterized by strong competition between two companies, Eniro and Fonecta. The Polish market is also characterized by strong competition, with Eniro as the market leader facing competition from two equally strong players, PKT and TPDiTel. In Denmark, Eniro’s main competitor is the market-leading De Gule Sider (previously TDC Förlag). Since the end of 2005, European Directories owns both De Gule Sider and Finland’s Fonecta.
In Internet and mobile services, the competition is more fragmented. Eniro competes both with industry colleagues and global search engines, local Internet-based search companies, classified ad sites, price comparison sites and auction sites.
Last updated: 2008-02-22