For the complete report, get in touch with us at : info@netscribes.com Local search market in India is a common platform for advertising used by business entities. It has an offline and an online category. Local search space provides a platform to the small and medium scale enterprises to advertise with regards to their products and services through local search engines and print directories such as yellow pages. The report begins with the market overview section which discusses the online segment of the local search market in India. It depicts the search marketing revenue. This is followed by the offline local search market section that discusses the market size of yellow pages in terms of volume. The report discusses the business models of players in the online and offline segments of the industry. The report has covered the factors affecting the growth of the offline and online segments of the market. An analysis of the factors driving growth in the offline market includes phone-based local search to dominate and offline local searches being conducted in regional languages. Factors affecting the online segment include proliferation of internet and increasing use of mobile internet. An analysis of the market has identified that profitability for small and local business owners is a common factor driving the growth of the online and offline segment. The factors hindering growth in the offline market include lower acceptance in present corporate culture, global drive towards paperless environment while those for the online category include search engines acting as default sites for local information search, lack of awareness and language barriers, building database around local content. The key trends analyzed in the market include increase in PE/VC investments, local web directories moving towards mobile platform, providing additional services to the users, players entering into joint venture agreements and mobile service providers entering the domain. The competition section provides an overview of the competitive landscape of the online and offline market. It includes a matrix depicting a comparison between some major online and offline players with respect to their services. The section provides the online traffic statistics of the players in the market. It also includes brief profiles of major players in the market.

1. Local Search Market – India
June 2011

2. Executive Summary
 Online local search involves the use of localized portals that allow users to search for
geographically‐constrained results from a database of local listings
Market  Offline local search market include players who provide information through directories or over
the phone
 Drivers – Online: Proliferation of Internet, Increasing use of mobile internet
regional languages
LE
 Drivers – Offline: Phone‐based local search to dominate, Offline local searches can be done in
P
 Common Drivers: Profitable for small and local business owners
Drivers &  Challenges – Online: Search engines acting as default sites for local information search, lack of
Challenges
M
awareness and language barriers, building database around local content
A
 Challenges – Offline: Lower acceptance in present corporate culture, global drive towards
S
paperless environment
 Increase in PE/VC investments
 Local web directories moving towards mobile platform
Trends  Providing additional services to the users
 Players are entering into joint venture agreements
 Mobile service providers are entering the domain
Print Directory Phone/Voice Search (Call Web Search Mobile Search
Center based)
Competition
Includes Company A Includes Company B Includes Company C Includes Company D
LOCAL SEARCH MARKET IN INDIA 2011.PPT 2

3. •Market Overview
‐ Online
‐ Offline
•Business Model
•Drivers & Challenges
•Trends
•Competition
•Key Developments
LOCAL SEARCH MARKET IN INDIA 2011.PPT 3

4. Local search market is expected to grow rapidly as the
service is becoming increasingly popular
Market ‐ Overview Search Engine Marketing Revenue
• Online local search involves the use of localized INR bn
portals that allow users to search for geographically‐ 30 e
constrained results from a database of local listings +g%
• Major players have multi‐channel access including 20
LE
phone, web, mobile portals
10
P
• Local search engines provide information on a wide d
range of topics ranging from company addresses to 0
S AM
food joints, hospitals, movie theatres etc.
• Advertising is the main source of revenue generation
India Search Market Overview
20--
Total Web Searches in India
20--e
This provides Type 1
Searches (mn) a ample scope for Type 2
the online local
Unique Searchers ‘000 b search enterprises
Y%
Searches Per Searcher c
Z%
Source:
LOCAL SEARCH MARKET IN INDIA 2011.PPT 4

5. Offline local search is becoming common among consumers
Market Overview
Market Structure
•Offline local search primarily includes print It dominates the local
directories segment
directory and phone based searches
•In FY20‐‐, around x mn copies of yellow pages i%
Company Z
were sold across India h%
Others
•Chief source of revenue is advertisement fees paid
by the business entities
E
•Offline local search market include players who provide information through directories or over phone
L
P
•Local directories provide information about various topics ranging from industries to movies to
restaurants
S AM
•Most of the offline local search players are present in the online categories as well
•Of late, phone based local searching is gaining tremendous popularity among the urban population
Source:
LOCAL SEARCH MARKET IN INDIA 2011.PPT 5

6. Drivers – Summary
Offline Market Online Market
Common Drivers
Drivers Drivers
• Phone‐based local
search to dominate • Proliferation of
Internet
• Profitable for small
and local business
owners
• Offline local searches
can be done in • Increasing use of
regional languages mobile internet
LOCAL SEARCH MARKET IN INDIA 2011.PPT 6

7. Challenges – Summary
Offline Market Challenges Online Market Challenges
• Search engines
• Lower acceptance in acting as default
present corporate sites for local
culture information search
• Lack of awareness
and language
• Global drive towards barriers
paperless
environment • Building database
around local content
LOCAL SEARCH MARKET IN INDIA 2011.PPT 7

8. Trends – Summary
Increase in PE/VC investments
Local web directories moving
Mobile service providers are
towards mobile platform
entering the domain
Trends
Players are entering into joint Providing additional services to
venture agreements the users
LOCAL SEARCH MARKET IN INDIA 2011.PPT 8

9. Major Players – Summary
SAMPLE
Phone/Voice Search
Brands Print Directory Web Search Mobile Search
(Call Center based)
Company A ‐ ab Website 1 cc
Company B ‐ ‐ Website 2 cd
Product 1,
Company C Product 2
ac Website 3 ce
Company D Product 3 ad Website 4 cf
Company E Product 4 ‐
Company F ‐ ‐ Website 5 cg
Company G ‐ ‐ Website 6 ch
Company H Product 5 ‐ Website 7 ci
Company I Product 6 ‐ Website 8 cj
Source:
LOCAL SEARCH MARKET IN INDIA 2011.PPT 9

10. Online Traffic Statistics
SAMPLE
Estimated daily Estimated daily
Traffic Rank
Brands Traffic Rank (India) unique pageviews time on site
(Global)
per user* (minutes) *
Company A AZ AY AX AW
Company C
Company B AV AU AT AS leads the
market in terms
Company C AR AQ AP AO of traffic rank
with Company
Company D AN AM AL AK B coming in
second
Company E AJ AI AH AG
Company F AF AE AD AC
Company G AB AA BA BC
Company H BD BE BF BG Company B
leads in terms
Company I BH BI BJ BK of the
maximum time
Company j BL BM BN BO spent by users
Company K BP BQ BR BS
The Traffic Rank is
Company L BT BU BV BW calculated using a
combination of
Company M BX N.A. BZ N.A. average daily
visitors and
Company N BY N.A. CY N.A. pageviews over
the past 3 months
Source:
LOCAL SEARCH MARKET IN INDIA 2011.PPT 10

11. Thank you for the attention
The Local Search Market – India report is part of Research on India’s Entertainment & Media
Industry series.
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LOCAL SEARCH MARKET IN INDIA 2011.PPT 11