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May 23rd, 2010 admin No comments

Ata Case

Telstra's Sensis: A Digital Advertising Case Study-Aarkstore Enterprise Market Research Aggregator

Unlike most incumbent operators, Telstra has kept its directories business, Sensis, and is developing this into a multi-platform advertiser. Sensis has been able to grow the old printed advertising channel alongside its digital platforms. It has also embedded itself into the marketing strategies of SME clients, and is building strong relationships with SMEs that will be difficult for the global Internet advertising giants to replicate.

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Table of Contents :

Executive summary
In a nutshell
Ovum view
Business strategy
History

Strategy
Competition and differentiation
Platforms and revenue mix
Print
Online

Voice
Mobile
Satellite navigation
Partnerships

Competition and cooperation
Financial highlights
Steady growth in revenue and profit

List of Tables

Table 1: Sensis brands and platforms
Table 2: Sensis revenue breakdown ($ millions)
List of Figures
Figure 1: Sensis financial results

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