Eniro Classifieds Cecilia Geijer-Haeggström Senior Vice President Product & Market

Titel Date2 Eniro’s Entry into Classifieds Print YP Internet YP changes search behaviour New (for Eniro) competitors entered the market Classified players were interested in the “yellow business” Eniro identified Classifieds as a market of importance for future growth and expansion of the yellow business due to the following reasons; 1.New revenue potential 2.Classifieds equals yellow business in many areas (e.g. Real Estate, Auto etc) 3.Respond to potential future threat 4.Bring Eniro closer to transaction, further on the value chain 5.High usage; approx 50% of surfing pop/month 6.Large advertising market, approx 4,0 Billion SEK (i.e. Swedish directory market 2,5 Billion SEK) Search Engines Directory Companies Mobile ? Trad. Media Companies Classifieds

Titel Date3 Eniro’s entry…continued Eniro had two options:  Build from scratch  Acquisition of a major player However, build from scratch was connected with risks and difficulties, mainly the challenge in creating the necessary critical mass of ads and the time to market In April 2004 Eniro acquired Sweden's biggest Classified paper from Trader Classified Media In May 2004 Eniro launched a Job site based upon crawling technology Jobbsök

Titel Date4 Major reason for Eniro’s acquisition of Gula Tidningen The acquisition of Gula Tidningen, Sweden´s most popular classified paper, was a quick way to enter the classified market The acquisition supported and was in line with Eniro’s strategy - “connecting buyers and sellers”. It gave Eniro the possibility to move further up on the value chain and closer to transaction Eniro were primarily interested in the ad database, which was used as a base to build Eniro Buy&Sell. The constant flow of new ads (personal and SME) gave Eniro the potential of expanding and broaden the business online The paper was of secondary interest Early June 2004, six weeks after the acquisition, we launched a new product and a new tab on the Eniro site We were # 2 of ads in the database immediately and after 6 months we were # 2 in traffic In March 2005 we were no longer depending of the paper (as a source for ad placement)

Titel Date5 Eniro.se, classified integration Fixed Promo

Titel Date6 Eniro Buy&Sell

Titel Date7 Eniro Job

Titel Date8 Eniro Search Integration

Titel Date9 YP Integration, extended Infopage

Titel Date10 The Future… Improved functions  New ad formats  Map searches  RFQ  Consumer up sell  Business up sell, integrated with IYP  Reviews and ratings  Conferences and debates D/A integration Continuous internal integration Expansion of business module