Telstra - Sensis Pty Ltd

Synopsis

Sensis is Telstra Corporation’s advertising subsidiary and Australia’s leading information resource. Since its inception in 1991 the company’s core business has been advertising through its White and Yellow Pages print directories, which are distributed to 97% of Australian metropolitan households. On average over one million people use a Sensis product every day. In late 2011 the company has been merged into the new Telstra Digital Media division.

Other divisions that were included in the Sensis search portfolio:

• sensis.com.au;
• Sensis 1234;
• Sensis Mobile;
• CitySearch, an online city guide; and
• Whereis products and services which deliver location and navigation services.

Sensis also manages the partnerships of some of China’s most popular websites for its parent (Telstra) including auto websites Autohome.com and Che168.com; and digital devices websites IT168.com and PCPop.com.cn.

In this report we provide an overview of the company with analysis provided by BuddeComm. We also include a financial overview of the company with the current and previous financial years in text, tabular and easy-to-read chart style formats.

Companies mentioned:

Companies mentioned in this report include – BigPond, 1234, Whereis, Telstra, Citysearch, Sensis, FOXTEL, Quotify, Yelp, Trading Post.

Hot topics and technologies mentioned:

Hot topics and technology mentions in this report include – digital media, advertising, search and directions online content.

Table of Contents

• 1. Synopsis
• 2. Company information
  • 2.1 Overview
• 3. Sensis Business Index
• 4. Sensis distribution channels
• 5. Chinese operations
  • 5.1 Background information
  • 5.2 Online advertising businesses
• 6. Financial results
  • 6.1 FY2011
  • 6.2 H1 2010/11
    • 6.2.1 Group financial overview
    • 6.2.2 Group financial statistics
  • 6.3 Financial results – 2010
    • 6.3.1 Group financial overview
    • 6.3.2 Group financial statistics
  • 6.4 Financial results – 2009
    • 6.4.1 Group financial overview
    • 6.4.2 Group financial statistics
• 7. Operating developments
  • 7.1 Yelp
  • 7.2 Moving to a web-based promotion
  • 7.3 Trading Post – online
  • 7.4 In the Car
  • 7.5 Apps and Google
  • 7.6 Trading Post – print edition closes
• 8. Company analysis
  • 8.1 Finally Telstra bundles its media assets
  • 8.2 Sensis – another missed opportunity – 2011
  • 8.3 Sensis has already lost half of its value – 2011
  • 8.4 Sensis under growing pressure from the online sector – 2010
• 9. Company history
  • 9.1 Brief timeline
• 10. Related reports

• Table 1 – Sensis revenue – 1998; 2000 - 2011
• Table 1 – Sensis key financial indicators – 2009 - 2011
• Table 2 – Sensis revenue by operating division (historic) – 2006 - 2009

• Chart 1 – Sensis revenue and annual change – 2000 - 2011
• Chart 1 – Overview of Sensis key financial indicators – 2009 - 2011
• Chart 3 – Sensis group operating revenue highlights – H1 2009/10 - H1 2010/11
• Chart 4 – Sensis revenue by sector – 2009 - 2010
• Chart 6 – Sensis revenue by sector – 2009 - 2010
• Chart 7 – Sensis revenue by operating division – 2006 - 2009
• Chart 8 – Overview of SMB digital knowledge

• Exhibit 3 – Sensis Pty Ltd at a glance – 2011
• Exhibit 2 – Key products and services
• Exhibit 3 – Sequel – Chinese website investments – 2011
• Exhibit 4 – SouFun – background information before sale of asset in 2010