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The Kelsey Report® Advisory

More Bold Moves by Sensis
Neal Polachek , 6/10/2004

SUMMARY: Last month, Sensis Pty. Ltd., the Yellow Pages division of Australian telecom Telstra Inc., took another bold strategic step when it announced that on July 11, the company will launch a newly branded search site to compete directly with search engines. A little more than three years ago, Sensis was called Pacific Access. Today, after making a transition through a corporate renaming, announcing the acquisition of a major classified newspaper product and picking up some technology from LookSmart, the company is now ready to take direct aim at Google and other global Internet brands.

One might say that Sensis is going where few other major Yellow Pages operators have gone before, and The Kelsey Group (TKG) would say that this is exactly what market-driven companies must do. TKG believes two elements of Sensis' approach have broader meaning for the directories industry. First is the publisher's decision to launch a search product using a non-directory brand. Also significant is Sensis' clear-cut decision to compete with search engines without any "partner today, compete tomorrow" nuance.

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