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Full press release here:
Its a 27k PDF.
PS: For those who dont know: Sensis are the advertising subsidiary of Telstra. They operate Yellow pages, White pages, GoEureka and CitySearch.
It looks like Looksmart will continue to service NineMSN, but Telstra (Sensis) has bought the technology. The agreement covers some people who will go over to Telstra, but will then provide services back to Looksmart.
I gather Telstra has not bought the Looksmart brand.
I think Telstra will mainly use it to develop their goeureka search engine that is already "Powered Looksmart". The problem for Telstra is who actually uses "goeureka"?
The chicken or the egg - the traffic or the quality search results.
Only time will tell.
I think Telstra will mainly use it to develop their goeureka search engine
Now they own 100% of the Looklisting click revenue (rather than whatever split they were on with Goeureka), I reckon they will start syndicating listings to YellowPages, CitySearch etc. which has a LOT more traffic than GoEureka.
They will also introduce search marketing to every business with a URL that has a YellowPages ad - giving them access to more business than Google and Overture put together.
I think that your prediction is fairly close to the mark. Once Looksmart's technology can be fully integrated with Sensis, Sensis could offer their current clients greater exposure by upgrading their listings, giving them to ability be syndicated through Looksmart's partners. The opposite is also true with current listings in Looksmart being able to be listed in the Sensis products, helping to fill the void left by the MSN loss.
Should prove to be an interesting start to 2004.
You only have to look at their existing products to spot the lost opportunities. As more people get an always-on connection, they will reduce their dependence on print directories. Some years I have not opened the YP all year, but I do use its online version.