Global Yellow Pages Industry

  • June 2013
  • -
  • Global Industry Analysts
  • -
  • 286 pages

This report analyzes the worldwide markets for Yellow Pages in US$ Million by the following Product Segments: Print Yellow Pages, Internet Yellow Pages, and Mobile Yellow Pages.

The report provides separate comprehensive analytics for the US, Canada, Japan, Europe, Asia-Pacific, Latin America, and Rest of World.

Annual estimates and forecasts are provided for the period 2009 through 2018.

The report profiles 134 companies including many key and niche players such as Dex Media, Inc., Eniro AB, Solocal Group, Seat PG SpA Italy, Sensis Pty Ltd., Trudon (Pty) Ltd., TRUVO, Valley Yellow Pages, Hibu plc, hibu Inc., Yellow Pages Group, YP, and ZipLocal.

Market data and analytics are derived from primary and secondary research. Company profiles are primarily based upon search engine sources in the public domain.

Table Of Contents

I. INTRODUCTION, METHODOLOGY and PRODUCT DEFINITIONS
Study Reliability and Reporting Limitations I-1
Disclaimers I-2
Data Interpretation and Reporting Level I-2
Quantitative Techniques and Analytics I-3
Product Definitions and Scope of Study I-3
Print Yellow Pages I-3
Internet Yellow Pages (IYP) I-4
Internet Yellow Pages (IYP)


II. EXECUTIVE SUMMARY

1. INDUSTRY OVERVIEW II-1
Prelude II-1
Print YP Still Significant, But Losing Momentum II-2
Digital Expansion to Pep up Revenues II-3
Yellow Pages Market Shifts towards Digital Platform II-3
Impact of Recession in Retrospect II-4

2. MARKET DYNAMICS II-5
Yellow Pages Find Favor for Local Searching II-5
Table 1: Local Search Market (2012): Percentage Share
Breakdown of Searches by Format (includes corresponding
Graph/Chart) II-5
Local Search Marketing: Implications for Yellow Pages II-5
Table 2: Leading Worldwide Sources of Local Business
Information (2012): Percentage Share Breakdown by Source
(includes corresponding Graph/Chart) II-6

Table 3: Global Advertising Market (2011): Percentage Share
Breakdown by Format - TV, Direct Mail, Newspapers, Internet,
Yellow Pages, Magazines, Radio and Others (includes
corresponding Graph/Chart) II-6
Local SEOs: An Emerging Trend II-7
Advertising in Both Print and Internet Advantageous for
Businesses II-7
Top 10 Categories in the Printed Yellow Pages (2010): Ranked
on the Basis of Usage II-7
Top 10 Categories in Internet Yellow Pages (2010): Ranked on
the Basis of Usage II-8
Location-based Advertising: A Preferred Advertising Solution II-8
Online Video: A Major Offering from Online Yellow Pages II-8
Amidst Tough Conditions YPs Turn to Innovation II-9
Yellow Pages Companies: Struggling to Survive II-9
YP Publishers Diversify to Stay Ahead II-9
Group Buying Offerings and Yellow Pages Market II-10
Why Yellow Pages Usage Will Continue in the Near Future? II-11

3. SEGMENT REVIEW II-12
Print Yellow Pages Market under Pressure II-12
Search Engines Spelling Doom for Printed Directories? II-12
Dealing with Google’s Dominant Presence II-13
Google Suppresses Referrals to YP Directories II-13
Companies Strategize to Curb Falling Fortunes of Printed
Directories II-13
Publishers Look to Sustain Growth through Abridged Yellow Pages II-13
Directories in Metros: No Longer Viable? II-14
Directories with Specific Functions: Opportunities to Tap II-14
Printed Directories: Preferred Option for Specific Businesses II-14
Small or Large: Deciding on the Ad Size in Printed Directories II-15
Printed Directories Focus on Leads-Based Selling II-15
Brand Recognition Drives Customer Preference for IYPs II-15
Sustainability: A Key Concern for Print Yellow Pages Market II-15
Ban on Distribution of Print YP II-16
Small Businesses and Printed Yellow Pages II-16
High Relevance of Yellow Pages Ad Campaigns for Small
Businesses II-16
Ad Spending in SMBs: Printed Directories Hold Ground II-17
Table 4: Advertising in Small and Medium Businesses (2010):
Percentage Share Breakdown of Usage Rate for Facebook,
Printed Yellow Pages, Twitter, and Others (includes
corresponding Graph/Chart) II-17

Table 5: Advertising Spend by Local SMEs (2010): Percentage
Share Breakdown by Channel - Yellow Pages, Newspaper,
Website, Direct Mail, Magazines, Radio, and Others
(includes corresponding Graph/Chart) II-18
Online Yellow Pages Revolutionizes Telephone Number Listings II-18
Internet Marketing Gaining Over Yellow Pages II-18
Can Internet Enables YP Companies to Fight Declines in
Printed Directories Category? II-19
Brand Image Propels Internet Yellow Pages Searches II-19
Growing Mobile Phone Usage Drives Mobile Yellow Pages Market II-19
Rising Smartphones Usage: A Major Growth Driver II-20
Table 6: Popular Uses of Smartphones (includes corresponding
Graph/Chart) II-20
Most Researched Local Business Categories on Mobile Devices
(2011) II-21
Table 7: Worldwide Smartphone Penetration Rate by
Geographic Region (2012) (includes corresponding
Graph/Chart) II-21

Table 8: Global Mobile Devices Market (2013E): Percentage
Share Breakdown of Unit Shipments by Device Type (includes
corresponding Graph/Chart) II-22
Worldwide Mobile Subscriber Base - Key Statistics II-22
Table 9: Penetration Rate of Mobile, Active Mobile
Broadband and Fixed Broadband Subscriptions (2012E):
Breakdown by Geographic Region (includes corresponding
Graph/Chart) II-22

Table 10: Global Mobile Internet Market (2012): Percentage
Share Breakdown of Revenues for MMS/SMS, Entertainment,
Advertisement/ Search, Enterprise Services and Other Data
Access (includes corresponding Graph/Chart) II-23
Essentials to Succeed in Mobile Yellow Pages Market II-23
Mobile Local Services: The Future II-23
Mobile Yellow Pages Races Past Personal Computers II-24
Tablets Foray into Yellow Pages Market II-24
Mobile Search Apps on a Roll II-24
Apps Used to Find Local Business II-25
Mobile Local Search and Online Daily Deals: Opportunities for
Small Businesses II-25
Cross Device Targeting: A Key Analytics Solution II-25

4. YELLOW PAGES - AN OVERVIEW II-26
Yellow Pages: The Concept II-26
Historical Journey of Yellow Pages II-26
From Where Do Publisher’s Source the Listings? II-26
ROI Generation in Yellow Pages Industry II-26
Print Yellow Pages II-27
Advantages of Print Yellow Pages Ads II-28
Disadvantages of Print Yellow Pages Ads II-28
Internet Yellow Pages (IYP) II-29
Types of Internet Yellow Pages Advertisements II-30
Sponsored Listings II-30
Banner Advertisements II-30
Email Links II-30
Advantages of Internet Yellow Pages II-31
Mobile Yellow Pages II-31
A Typical Mobile Yellow Pages Model II-32
Benefits of Online and Print Yellow Pages over Other Sources II-32
Permission-based Marketing II-32
Targeted Solutions II-32
Ideal for Movers II-33
Cost Effective Surrogates: A Threat II-33
Billboards II-33
Radio II-33
Cooperative Direct Mail II-33
Online Directories II-33
Frequency Programs II-34
Search Engine Optimization II-34

5. PRODUCT/SERVICE INNOVATIONS/ INTRODUCTIONS II-35
NTT DoCoMo Unveils Twitter Local Yellow Pages II-35
hibu Unveils New Online Store for SMBs to Establish Digital
Presence II-35
Yellow Pages Group Introduces French-language Version of
Mobile App ShopWiseâ„¢ II-35
Egypt Yellow Pages Launches Yellow Media II-36
Yellow Media Upgrades Dalili II-36
JT Global Unveils Online Yellow Pages II-36
Infomedia 18 Introduces Infomedia Yellow Pages 2012-13
Coimbatore Edition II-37
Yellow Medya Releases Brand SoLoMo Engagement Platform II-37
Yellow Pages to Introduce New Hybrid Book II-37
Primedia Qatar and Qtel Launch New Qatar Yellow Pages Website II-38
Sulekha.com Unveils Online Yellow Pages in Ahmedabad II-38
AT and T to Roll Out Daily Deal Site II-38
Callezee Introduces Yellow Pages in Bangalore II-39
Turkey Yellow Pages Introduces Free Adaffix Mobile Application
in Turkey II-39
PagesJaunes Introduces 123deal II-39
ImmersiFind Unveils New Local Search and Internet Directory
Service II-39
Yellow Pages Group Unveils the Yellow Pages 360° Solution II-40
Etisalat to Unveil Etisalat Mobile Yellow Page Application II-40
Umniah Unveils Yellow Pages Service for Mobile Phones II-40
YPG Launches Digital Search Products for Mobile Phones II-41
Yellowbook Rolls Out Yellow Pages Application for Androidâ„¢
Tablets II-41
ATandT Unveils Updated YP(SM) Yellow Pages App II-41
Yellow Magic Introduces YelloReader Formatting Technology II-42
Dialindia Unveils Local Classifieds Service II-42
Sensis Shrinks Size of Adelaide Yellow Pages Print Version II-42
Sensis Rolls Out SiteSmartâ„¢ for Australian SMEs II-42
Yellow Pages Introduces New App for iPad Platform II-43
Avantar Launches Yellow Pages App for iPad II-43
Grey Lines Unveils ‘City Xplorer’ Mobile Yellow Pages Software II-43
Egypt Yellow Pages Rolls Out New Search Application, Native to
iPhone II-44
Yellow Pages Group Releases YellowPages.caâ„¢ Mobile App for
Windows Phone 7 Devices II-44
Yellow Pages Group Releases YellowPages.caâ„¢ Mobile App for
Apple iPad II-44
Egypt Yellow Pages Announces Launch of Blackberry Native
Application II-44
Turkey Yellow Pages Unveils Reklam Olcer Is'te II-44
Egypt Yellow Pages Introduces Improved Edition of Yellow.com.eg II-45
YPG Unveils Mobile Search Application for iPhone and BlackBerry II-45
Egypt Yellow Pages and Ticket Marche Launch Event Booking on
Yellow.com.eg II-45
Turkey Yellow Pages Introduces Mobile Yellow Pages Portal in
Beta Version II-46

6. RECENT INDUSTRY ACTIVITY II-47
Dex One Merges with SuperMedia to Form Dex Media II-47
Mobivity Purchases Assets of Front Door Insights II-47
PagesJaunes Acquires Chronoresto II-47
Owl Creek Pulls out All Stakes in Seat PG II-48
News Limited to Divest TrueLocal to Sensis II-48
Google Selects Yellow Pages Group II-49
Getit Infoservices Acquires AskMe and Infomedia Yellow Pages II-49
Marchex Enters into Partnership Agreement with Ziplocal II-49
Eniro Receives Approval for Merger of Directory Assistance
Service 1888 II-50
Trudon Enters into Partnership with Paarl Media II-50
Yahoo! and PagesJaunes Enter into Partnership II-50
Eniro Acquires Assets from EDSA II-51
Frontier Communications and The Berry Company Extend Partnership II-51
ATandT Divests Stake in Yellow Pages II-51
Yellow Media Becomes Google’s First Premier SMB Partner in Egypt II-51
Yellow Medya Enters into Agreement with TomTom II-51
Berry Co Enters into Partnership with LocalVox II-52
Yellow Pages Group and Yahoo! Canada Extend Alliance II-52
Global Yellow Pages Signs Reseller Agreement with Microsoft II-52
Eniro to Phase Out Print Directory Business II-53
PagesJaunes Acquires A Vendre A Louer II-53
PagesJaunes Groupe Acquires Minority Stake in Leadformance II-53
Yell Announces Acquisition of Znode II-53
Truvo Divests Ireland Operations to Contact Holdings II-54
Yellow Medya Enters into Partnership with TripAdvisor II-54
Egypt Yellow Pages and Google Enter into Partnership II-54
Yellow Pages and Foursquare Labs Enter into Agreement II-54
Webs Partners with Ziplocal and ImmersiFind II-55
Sensis Partners with Yelp for New Mobile Search Website II-55
Poynt Inks Agreement with YPG II-56
Egypt Yellow Pages Signs Partnership Agreement with Sarmady II-56
Global Yellow Pages Enters into Joint Venture with Coresoft
and OneEmpower II-56
Yellow Pages Association Undergoes Re-branding to Local Search
Association II-57
Egypt Yellow Pages Partners with Akhbarak II-57
DexOne Enters Into Marketing Partnership with Google II-57
Egypt Yellow Pages Forges Cooperative Agreement with Al-Masry
Al-Youm II-57
YPG Launches YellowAPI Developer Program II-57
TELUS and YPG Team up to Provide Easy Mobile Search II-58
Local.com Renews and Expands Distribution Agreement with
Idearc Media II-58
Yellow Pages and TELUS Enter into a Partnership Agreement II-59
Yellowbook Enters into a Partnership Deal with Adaffix II-59
Yellow Pages Acquires Cimarron Global II-59
Yellow Pages Group Takes Over Enquiro II-59
Idearc Undergoes Re-branding to SuperMedia II-60
Turkey Yellow Pages Enters into Partnership with vSplash II-60
LB2 Group Takes Over Ketchum Directory Advertising II-60
Yellow Pages Group Partners with Marchex II-60
Turkey Yellow Pages and Egypt Yellow Pages Ink Agreements with
Hotel Reservation Service II-61
R.H. Donnelley Corporation Emerges From Bankruptcy as Dex One
Corporation II-61

7. FOCUS ON SELECT PLAYERS II-62
Dex Media, Inc (USA) II-62
Eniro AB (Sweden) II-62
Solocal Group (France) II-63
Seat PG SpA Italy (Italy) II-64
Sensis Pty Ltd (Australia) II-64
Trudon (Pty) Ltd. (South Africa) II-65
TRUVO (Belgium) II-65
Valley Yellow Pages® (USA) II-65
Hibu plc (UK) II-66
hibu Inc (USA) II-66
Yellow Pages Group (Canada) II-67
YP (USA) II-67
ZipLocal (USA) II-68

8. GLOBAL MARKET PERSPECTIVE II-69
Table 11: World Recent Past, Current and Future Analysis for
Yellow Pages by Geographic Region - US, Canada, Japan, Europe,
Asia-Pacific, Latin America, and Rest of World Markets
Independently Analyzed with Annual Revenue Figures in US$
Million for the Years 2009 through 2018 (includes
corresponding Graph/Chart) II-69

Table 12: World 10-Year Perspective for Yellow Pages by
Geographic Region -Percentage Breakdown of Revenues for US,
Canada, Japan, Europe, Asia-Pacific, Latin America, and Rest
of World Markets for 2009, 2013 and 2018 (includes corresponding
Graph/Chart) II-70

Table 13: World Recent Past, Current and Future Analysis for
Print Yellow Pages by Geographic Region - US, Canada, Japan,
Europe, Asia-Pacific, Latin America, and Rest of World Markets
Independently Analyzed with Annual Revenue Figures in US$
Million for the Years 2009 through 2018 (includes
corresponding Graph/Chart) II-71

Table 14: World 10-Year Perspective for Print Yellow Pages by
Geographic Region - Percentage Breakdown of Revenues for US,
Canada, Japan, Europe, Asia-Pacific, Latin America, and Rest
of World Markets for 2009, 2013 and 2018 (includes corresponding
Graph/Chart) II-72

Table 15: World Recent Past, Current and Future Analysis for
Internet Yellow Pages by Geographic Region - US, Canada,
Japan, Europe, Asia-Pacific, Latin America, and Rest of World
Markets Independently Analyzed with Annual Revenue Figures in
US$ Million for the Years 2009 through 2018 (includes
corresponding Graph/Chart) II-73

Table 16: World 10-Year Perspective for Internet Yellow Pages
by Geographic Region - Percentage Breakdown of Revenues for
US, Canada, Japan, Europe, Asia-Pacific, Latin America, and
Rest of World Markets for 2009, 2013 and 2018 (includes
corresponding Graph/Chart) II-74

Table 17: World Recent Past, Current and Future Analysis for
Mobile Yellow Pages by Geographic Region - US, Canada, Japan,
Europe, Asia-Pacific, Latin America, and Rest of World Markets
Independently Analyzed with Annual Revenue Figures in US$
Million for the Years 2009 through 2018 (includes
corresponding Graph/Chart) II-75

Table 18: World 10-Year Perspective for Mobile Yellow Pages by
Geographic Region - Percentage Breakdown of Revenues for US,
Canada, Japan, Europe, Asia-Pacific, Latin America, and Rest
of World Markets for 2009, 2013 and 2018 (includes corresponding
Graph/Chart) II-76


III. MARKET

1. THE UNITED STATES III-1
A.Market Analysis III-1
Advertising Spend Patterns in the US III-1
Table 19: Advertising Market in the US (2012): Percentage
Share Breakdown of Ad Spending by Media Segment (includes
corresponding Graph/Chart) III-1

Table 20: Advertising Spending in the US (2011): Percentage
Share Breakdown by Media Type (includes corresponding
Graph/Chart) III-2

Table 21: Online Advertising Market in the US (2012):
Percentage Share Breakdown of Revenues by Ad Type (includes
corresponding Graph/Chart) III-2
Yellow Pages Market: An Overview III-2
Print Yellow Pages: On the Decline III-3
Table 22: Print Yellow Pages Market in the US (2005-2010):
Year Wise Usage in Terms of References (Million) (includes
corresponding Graph/Chart) III-3
Rural Markets Ensure Steady Revenues for Printed Directories III-3
Ban on Yellow Pages Distribution: A Cause of Concern III-4
Opt-out Ordinance on Printed Directories Terminated III-4
Bankruptcies Trigger Organizational Restructurings III-5
Yellow Pages Market Adapts to Digital Medium III-5
Table 23: Yellow Pages Market in the US (2012): Percentage
Share Breakdown of Number of References for Print Yellow
Pages and Internet Yellow Pages (includes corresponding
Graph/Chart) III-5
Internet Yellow Pages Market: On the Rise III-5
Table 24: Leading Sources of Traffic to Internet Yellow
Pages in the US (2010): Percentage Breakdown of User Share
by Type (includes corresponding Graph/Chart) III-6
Local Advertising Market: An Insight III-6
Table 25: Local Media Market in the US (2012): Percentage
Share Breakdown of Revenues by Media for Direct Mail,
Newspapers, Television, Radio, Yellow Pages, and Others
(includes corresponding Graph/Chart) III-6
Yellow Pages Find Favor for Local Searching III-7
Table 26: Local Business Searches in the US (2012):
Percentage Share Breakdown of Number of Searches by Segment -
Portal Sites, Print Yellow Pages, Internet Yellow Pages
Sites, Local Search Sites, and Others (includes
corresponding Graph/Chart) III-7

Table 27: Yellow Pages as % of Local Advertising
Expenditure in the US (2008-2012) (includes corresponding
Graph/Chart) III-7

Table 28: Leading Local Business Information Sources in the
US (2012): Ranked by Percentage Reach (includes
corresponding Graph/Chart) III-8

Table 29: Primary Goals of Local Business Online Search by
Channel in the US: Percentage Breakdown by Frequency of
Usage (includes corresponding Graph/Chart) III-8
Is the Digital Shift in Local Searches Slowing Down? III-9
Demand on Recovery Mode in Metros III-9
Mobile Apps Find Favor among Affluent Users III-9
Seasonality Affects Search Patterns III-10
Competitive Landscape III-10
Table 30: Leading Players in the US Yellow Pages Market
(2012): Percentage Share Breakdown of Revenues for Dex
Media Inc, YP, Yellowbook/hibu Inc, LocalEdge, Valley
Yellow Pages®, and Others (includes corresponding
Graph/Chart) III-10
Product/Service Innovations/Launches III-10
Strategic Corporate Developments III-13
Key Players III-16
B.Market Analytics III-19
Table 31: US Recent Past, Current and Future Analysis for
Yellow Pages by Segment - Print, Internet and Mobile Yellow
Pages Markets Independently Analyzed with Annual Revenue
Figures in US$ Million for the Years 2009 through 2018
(includes corresponding Graph/Chart) III-19

Table 32: US 10-Year Perspective for Yellow Pages by Segment -
Percentage Breakdown of Revenues for Print, Internet and
Mobile Yellow Pages Markets for 2009, 2013 and 2018 (includes
corresponding Graph/Chart) III-20

2. CANADA III-21
A.Market Analysis III-21
Outlook III-21
Key Statistical Data III-21
Table 33: Advertising Market in Canada (2012): Percentage
Breakdown of Revenue Share by Media (includes corresponding
Graph/Chart) III-21
Product/Service Innovations/Launches III-21
Strategic Corporate Developments III-23
Yellow Pages Group - A Key Player III-26
B.Market Analytics III-27
Table 34: Canadian Recent Past, Current and Future Analysis
for Yellow Pages by Segment - Print, Internet and Mobile
Yellow Pages Markets Independently Analyzed with Annual
Revenue Figures in US$ Million for the Years 2009 through
2018 (includes corresponding Graph/Chart) III-27

Table 35: Canadian 10-Year Perspective for Yellow Pages by
Segment - Percentage Breakdown of Revenues for Print,
Internet and Mobile Yellow Pages Markets for 2009, 2013 and
2018 (includes corresponding Graph/Chart) III-28

3. JAPAN III-29
A.Market Analysis III-29
Outlook III-29
Product Launch III-29
B.Market Analytics III-30
Table 36: Japanese Recent Past, Current and Future Analysis
for Yellow Pages by Segment - Print, Internet and Mobile
Yellow Pages Markets Independently Analyzed with Annual
Revenue Figures in US$ Million for the Years 2009 through
2018 (includes corresponding Graph/Chart) III-30

Table 37: Japanese 10-Year Perspective for Yellow Pages by
Segment - Percentage Breakdown of Revenues for Print,
Internet and Mobile Yellow Pages Markets for 2009, 2013 and
2018 (includes corresponding Graph/Chart) III-31

4. EUROPE III-32
A.Market Analysis III-32
Outlook III-32
Key Statistics III-32
Table 38: European Directories Market (2012): Percentage of
Online Directories by Country (includes corresponding
Graph/Chart) III-32
B.Market Analytics III-33
Table 39: European Recent Past, Current and Future Analysis
for Yellow Pages by Geographic Region - France, Germany,
Italy, UK, Spain, Russia, and Rest of Europe Markets
Independently Analyzed with Annual Revenue Figures in US$
Million for the Years 2009 through 2018 (includes
corresponding Graph/Chart) III-33

Table 40: European 10-Year Perspective for Yellow Pages by
Geographic Region - Percentage Breakdown of Revenues for
France, Germany, Italy, UK, Spain, Russia, and Rest of
Europe Markets for 2009, 2013 and 2018 (includes corresponding
Graph/Chart) III-34

Table 41: European Recent Past, Current and Future Analysis
for Yellow Pages by Segment - Print, Internet and Mobile
Yellow Pages Markets Independently Analyzed with Annual
Revenue Figures in US$ Million for the Years 2009 through
2018 (includes corresponding Graph/Chart) III-35

Table 42: European 10-Year Perspective for Yellow Pages by
Segment - Percentage Breakdown of Revenues for Print,
Internet and Mobile Yellow Pages Markets for 2009, 2013 and
2018 (includes corresponding Graph/Chart) III-36

4a. FRANCE III-37
A.Market Analysis III-37
Outlook III-37
Strategic Corporate Developments III-37
Solocal Group - A Key Player III-39
B.Market Analytics III-40
Table 43: French Recent Past, Current and Future Analysis
for Yellow Pages by Segment - Print, Internet and Mobile
Yellow Pages Markets Independently Analyzed with Annual
Revenue Figures in US$ Million for the Years 2009 through
2018 (includes corresponding Graph/Chart) III-40

Table 44: French 10-Year Perspective for Yellow Pages by
Segment - Percentage Breakdown o

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