Sweden
In the Swedish market, Eniro has a complete offering consisting of printed directories, Internet services, directory assistance and mobile services. Eniro is the market leader in all segments. Business is conducted in the companies Eniro Sverige Online AB, Eniro Gula Sidorna AB, Eniro 118 118 AB and Din Del AB.
Key data (figures in SEK M)
|
2007 |
2006 |
| Revenues |
2,834 |
2,772 |
| whereof Offline * |
1,476 |
1,522 |
| whereof Online * |
751 |
653 |
| whereof Voice * |
607 |
597 |
| EBITDA |
1,143 |
1,143 |
| EBITDA margin, % |
41 |
41 |
| No. of full-time employees |
- |
1,459 |
* Offline includes printed directories and other printed products. Online includes Internet and mobile services. Voice includes directory assistance services and SMS.
In Sweden, Eniro’s offer includes the eniro.se Internet service, the regional printed directory Gula Sidorna, the local printed directory Din Del, the Eniro 118 118 directory assistance service and the mobil.eniro.se mobile service. See Related information to the right for Eniro’s complete offering in Sweden.
The market for search-related media in Sweden is well developed with strong competition primarily for Internet users. For current information about Eniro’s market shares and user statistics, see the link under Related information.
Eniro’s assessment is that there are 300,000 potential business customers in Sweden. Eniro’s customer base consists of both small, medium-size and large companies and organizations. During 2006, the number of invoiced business customers increased by slightly more than 2 percent to 171,000.
Printed directories
During recent years, Eniro’s revenues from printed directories have declined every year, but the market has now stabilized. The market is characterized by high penetration and high per capita revenues, compared with other European countries. The use of printed directories also remains high, although the long term-trend is declining in favor of the Internet. The value for advertisers remains very high, and for every SEK 1 invested, revenues for advertisers increased by about SEK 95.
Eniro’s most important products, and also the products accounting for the greatest revenues in the Swedish market, are the Yellow Pages (Gula Sidorna®). Eniro is the clear market leader in regional directories. In addition to the advertising-financed portion of the Yellow Pages, Eniro also publishes the White Pages, which consist of Companies A-Ö and Private Persons A-Ö.
Din Del® is Sweden’s most frequently used local directory and contains information about local companies in a town or city district. In local directories, Eniro’s Din Del® directory faces competition from Lokaldelen, which is owned by EDSA Förlag and part of European Directories.
Emfas® is one of Sweden’s leading business directories with detailed information about companies and their products. Competitors to Eniro’s Emfas® business directory include Stortele.
Internet services
The Internet accounts for a significant portion of the Swedish search market, and electronic media account for the greatest growth. The market is characterized by high competition for users and increasing competition for advertisers. High Internet awareness and high broadband and mobile phone penetration mean that electronic media are increasingly in demand among both advertisers and users.
Internet advertising is divided into the categories advertising/alliances, online directories, paid search advertising, classifieds and e-mail advertising. Eniro’s network of Swedish web sites (primarily eniro.se) is one of the largest in Sweden in terms of use. For current information about Eniro’s market share and user statistics, see the link under Related information.
Eniro faces competition from many players, including global search engines (such as Google and MSN), web sites for information about private persons and companies (such as Hitta), business-oriented Internet services, subject-oriented web sites and classified ad sites.
Directory assistance
Eniro 118 118® is Sweden’s most frequently used directory assistance service with a market share of more than 90 percent. Competitors include Ahhaaa and Tele2.
The trend is that the number of calls from fixed telephones is declining, while requests from mobile phones are increasing. The trend is towards more personal search services where the customer not only can seek help in finding people, companies, organizations, products and places, but also ask questions, such as where the nearest pharmacy is located.
Mobile services
Within mobile Internet, Eniro offers the fast-growing search service mobil.eniro.se, which has many of the services available on eniro.se. With mobil.eniro.se, users can perform fast and easy searches for people, companies and addresses and obtain maps and aerial photos. The market is developing rapidly but from a low level.
Last updated: 2008-02-13