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.
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"