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The Kelsey Report® Advisory

Sensis: A Blueprint for Doubling Revenues in 5 Years
Charles Laughlin , 11/29/2005

SUMMARY: During a Nov. 15 strategy presentation staged by its parent company, Telstra Corp., Australian directory publisher Sensis revealed a startling objective. Sensis Chief Executive Officer Bruce Akhurst provided a rough outline of a plan to double the directory publishers revenues in five years to more than 3 billion Australian dollars (US$2.2 billion) without sacrificing margins. The plan comes amid a major reorganization of Telstra under CEO Sol Trujillo, himself a former Yellow Pages executive. Sensis will rely heavily on a diversified digital portfolio to achieve its ambitious numbers, including an emphasis on transactions such as those made person-to-person a la eBay. For the recently completed 2004/2005 financial year, Yellow Pages accounted for 60 percent of Sensis revenues. Within five years, Yellow Pages will represent just 40 percent of the companys revenues if it successfully executes its plans for growth. Sensis is counting on its ability to create a network of directional media businesses spanning print, online, voice and mobile through revenues from directory, search and classified advertising.

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