Last week, Australian directory publisher Sensis launched
its long-awaited search site, sensis.com.au. The new site
offers general Web search but also includes Yellow and White
Pages, classifieds, city guides and mapping.
platform provided by enterprise search purveyor Fast Search
& Transfer, the site offers both local and general search
results and mixes Yellow Pages and other local data with Web
results. It seeks to go head to head with Australian search
market leader Google. And later this month, Sensis plans to
introduce a pay-per-click (PPC) product it calls "BidSmart,"
which appears to be based on the search assets from LookSmart
that the company acquired late last year.
strategy, Sensis is hoping to achieve several things: gain
usage from young people; offer consumers a competitive alternative
to leading search engines; and prevent small-business advertisers
from defecting to local paid search offerings.
bold strategic initiative that other directory publishers
will be watching closely.