For the complete report, get in touch with us at: info@netscribes.com The Local Search Market is evolving to reach new heights of growth; it is expected to boom substantially in the near future as local searches constitute 30% of the total web searches. This may be attributed to the increasing interest of people searching for local information using mobile phones and Internet instead of print directories. An insight into the growth in this sector may be attributed mainly to the proliferation of internet and extensive use by young population, increasing mobile Internet usage, and the profits earned by small and local business owners. The key challenges faced are the search engines acting as default sites for local information search, lack of awareness and language barriers, and building apt database around local content. The report notes the major trends as an increase in PE/VC investments, local web directories moving towards mobile platform and providing additional services to the users. The competitive landscape identifies the major multi-city online directories in the market; with a brief business description on each and also highlights the existence of the single city based online directories. The report gives a brief on the key developments of the sector.

1. Local Search Market - India
March 2010

2. Executive Summary
Search engine marketing valued at USD XX mn in 20--; Expected to reach USD YY mn in 20--
Market Local web searches constitutes y% of the total web searches
Search market is evolving to automated voice based search from online search directories
Drivers: Challenges:
– Proliferation of Internet and extensive – Search engines acting as default
LE
use by young population sites for local information search
Drivers &
P
– Increasing mobile Internet usage – Lack of awareness and language
Challenges – Profitable for small and local barriers
businesses
SAM
Increase in PE/VC investments
Local web directories moving towards mobile platform
– Building database covering local
content
Trends
Providing additional services to the users
Some of the leading players in the local and city based search market:
Multi City Focus: Online directories which concentrate on a number of cities
Single City Focus: Online directories which concentrate only on a particular city
Multi-city Focus Single City Focus
Competition •Company 1 •Company 4
•Company 2 •Company 5
•Company 3 •Company 6
LOCAL SEARCH MARKET IN INDIA 2010.PPT 2

3. •Market Overview
•Business/Revenue Model
•Drivers & Challenges
•Trends
•Competition
•Key Developments
LOCAL SEARCH MARKET IN INDIA 2010.PPT 3

4. Local search has evolved from word of mouth to
professional phone, web and voice-based search services
Automated Voice
Based Search
Mobile Search
Online Directories Automated voice-
Advent of phone-
based search system
based
that process a user
information query without
services SMS/WAP/mobile
Justdial was the first manual intervention
Word of portals for
to launch web-based eliminating the need
information on-the-
Mouth/Print search directory go
to enter text queries
Directories • With increasing complementing its
telephone phone-based info
ownership, phone- support
•Most people relied based information
on friends and support through
relatives for local call-centers
information become
•After a few years, increasingly
print directories popular
and local city guides
emerged as another
mode of getting
local information
Source:
LOCAL SEARCH MARKET IN INDIA 2010.PPT 4

5. Local search market is expected to grow rapidly as the
service is becoming increasingly popular
Market - Overview Indian Search Engine Market Revenue
• Online local search involves the use of localized USD mn
portals that allow users to search for geographically- Y
600
constrained results from a database of local listings a%
• Major players have multi-channel access including 400
LE
phone, web, mobile portals
• Convenience, comprehensive databases, and high 200
P
X
penetration of mobiles driving the market revenue
0
M
• Revenue, predominantly generated from advertising, 2008 2015e
SA
is on the rise and expected to accelerate
India Search Market Overview Total Web Searches in India
Searches (mn) M1 Local Information
b%
Unique Searchers ‘000 M2
Searches Per Searcher M3
c%
Other Information
Source:
LOCAL SEARCH MARKET IN INDIA 2010.PPT 5

6. Drivers & Challenges
Challenges
Search engines acting as default sites
for local information search
Lack of awareness and language
Drivers barriers
Proliferation of Internet and extensive Building database around local
use by young population content
Increasing mobile Internet usage
Profitable for small and local
businesses
LOCAL SEARCH MARKET IN INDIA 2010.PPT 6

7. Trends - Summary
Increase in PE/VC
investments
Trends
Local web directories
Providing additional
moving towards mobile
services to the users
platform
LOCAL SEARCH MARKET IN INDIA 2010.PPT 7

8. Online local search market becoming crowded as new
players are entering this space
Competition - Overview Total Unique Users (April 2009)
•Many new start-ups have ventured into local Total UU’ 000
search space as the market witness Company A a
tremendous traction and growth
•In order to increase database listings and Company B b
LE
attract more users, all the online web Company C c
directories have the option of free listings
•Leading players in the market include
company A, Company B and Company C
MP Company D
Company E e
d
SA
Preference of Search Sites Pages Viewed by Users (April 2009)
PV (mn)
Company F
Company E
w% Company A f
Company D v%
u% Company B g
Company C z% x% Company A
Company C h
Company D i
y%
Company B Company E j
Source:
LOCAL SEARCH MARKET IN INDIA 2010.PPT 8

9. Major Players (1/3)
Company Business Description
Company A • Four Interactive launched company A in Aug 20-- in Bangalore
• It has coverage across X cities and delivers consumer-specific local information through multi-
platforms (web, mobile and phone)
• In Oct 20-- it launched a new micro website along with D
• In May 20-- it launched T1 for Yahoo messenger and GTalk
Company B • Started in Aug 20-- in Mumbai and provides coverage of over X cities
• Company Z acquired Company B in March 20-- for USD x mn
• In Jan 20-- it became a content partner of Nokia Ovi
• In Dec 20-- it launched a new service by which establishments can be viewed with a 360 degree
view of the interiors
Company C • Company C was established in 19--
• It initiated the concept of yellow pages and free classifieds paper in India
• The directories include yellow pages/buying guides, industrial guide and business listings
• It is spread over x cities and searches can be filtered with respect to pincode and street name
Source:
SAMPLE
LOCAL SEARCH MARKET IN INDIA 2010.PPT 9

10. Thank you for the attention
The Local Search Market - India report is a part of Research on India’s Media & Entertainment
Industry Series.
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LOCAL SEARCH MARKET IN INDIA 2010.PPT 10