1) Julien Billot is the CEO of Digital Business Group at Pages Jaunes Group, a leading local advertising company in France. 2) Pages Jaunes aims to transform from a traditional yellow pages directory to a global local media company by developing local content, media, and partnerships to better engage users and local businesses. 3) Key strategies include building mobile assets, investing in local content, creating new media properties like UrbanDive, developing partnerships like the one with Bing, launching new local business lines, and aiming for 50% of revenues to come from internet sources by 2012.

1. From directory to local media :
Re-inventing a Yellow Page business.
Julien Billot
Moscow conference
8th of june 2011

2. To introduce myself….
Julien Billot
43 years old
French.
13 years in Telco Industry (FranceTelecom/Orange Group)
4 years as COO of the paging subsidiary of FT.
3 years of Chief Product Officer of Orange in France
3 years of Chief Marketing Officer of Orange in France.
3 years in Media Industry.
CEO of the Digital Business Unit of Lagardère Active group (owner of HFS and Europa Media Group)
At Pages Jaunes Group since 09/09 as CEO of Digital Business Group.
© Copyright PagesJaunes 2011 1

3. Pages Jaunes at a glance
Key 2010 Financial and Operating Statistics
1 Leader in the local advertising market
€1.1 Bn Revenue and €500 MM EBITDA (45% margin)
~25-30% share of the online local advertising market in France
Focus on France (93% of revenues) with significant share of Internet revenues (48% of revenues)
2 Reference services and brands
9 out of 10 French adults use the PagesJaunes services
>2 Bn consultations per year in France
>50% conversion rate of the consultations into purchases
3
A unique sales force to reach large and diversified customer base
~1,900 sales representatives
715k Group advertising customers, 660k in France
75% of online penetration of French customer base
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4. Pages Jaunes Mission : engage users with
local businesses
The engagement funnel
BUSINESS
Find a
LOCAL
USER
Search for Compare business
Be Open Book/Meet Buy
information and decide or a
product
YP core position
© Copyright PagesJaunes 2011 3

5. Pages Jaunes books : a strict and restrictive
positioning.
BUSINESS
Find a
LOCAL
USER
Search for Compare business
Be Open Book/Meet Buy
information and decide or a
product
© Copyright PagesJaunes 2011 4

6. Internet is a game changer.
BUSINESS
Find a
LOCAL
USER
Search for Compare business
Be Open Book/Meet Buy
information and decide or a
product
© Copyright PagesJaunes 2011 5

7. Pages Jaunes to become a ‘global’ local
media.
The engagement funnel
Extended position for Pages Jaunes on digital
BUSINESS
Find a
LOCAL
USER
Search for Compare business
Be Open Book/Meet Buy
information and decide or a
product
YP core position
© Copyright PagesJaunes 2011 6

8. How can we transform ourselves ?
Develop local
Develop local Develop local
Develop local
content
content media
media
Database
Database Print
Print
Websites, videos
Websites, videos Internet
Internet
e-services
e-services Ads/Vertical
Ads/Vertical
UGC
UGC 1 2 Mobile
Mobile
Mapping
Mapping
Enrich Grow
Meta-search
Meta-search
the the
content audience
Local
+ Partnerships
+ Partnerships
advertising with other local
with other local
media
media
Manage value for
Manage value for
advertisers 3
advertisers
Search, display,
Search, display, Increase
small ads
small ads the ROI
Business Center
Business Center
© Copyright PagesJaunes 2011 7

9. Leverage very strong existing assets
Leveraging on Solid Assets
An audience with a unique Massive customer
Users mix of volume and quality presence
A strong digital brand
associated with positive Bring Trust
Brand and commercially effective
values
The capabilities to
Market power :
Advertisers monetize the audience
with advertisers 700.000+ advertisers
Leader in the Local The local internet
Advertising Market Company
© Copyright PagesJaunes 2011 8

10. Re-invent web site positionning
From Directory… to local media
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11. Build mobile asset.
More than 5 million
downloads of PagesJaunes
on iPhone* and others
platforms
4th most downloaded
Apps on the French
Appstore since its
creation, 3rd Apps the
most downloaded in
2010**
More than 2,5 million of
visitors weekly*
A satisfaction rate of
85%***
© Copyright PagesJaunes 2011 10

12. Invest in content.
Trend in number of IVPs
and videos sold (in thousands) Almost 69,000 fixed and mobile
IVPs
Optimised access for IVPs to main
local information sites:
New technology launched in April
2011 for enriched range and
customization
Leader in France with ~12% of business
websites
Source : PagesJaunes Groupe
© Copyright PagesJaunes 2011 11

13. Create New media : UrbanDive.
Unique experience
Appshop and open ecosystem
Major brands in real-time and digital
Local services
UGC content
Cultural events
Uses that are social, practical, fun…
Multi-screen: PC, mobile, iPad, TV
Priority target: 18-35 year olds
200 towns in France
© Copyright PagesJaunes 2011 12

14. Develop New Partnerships : the Bing effect.
Local search results on Bing
provided from PagesJaunes
content
Increased visibility and traffic for
our advertisers
Presence of PagesJaunes brand as
benchmark in local information
Strengthening of PagesJaunes
media consulting among
advertisers
Mobile service currently under
development
Long-term partnership (5 years)
© Copyright PagesJaunes 2011 13

15. Launch New local businesses : 123deal
Positioning of PagesJaunes
Groupe in the local promotion and
group purchases market
Very fast-growing market
123deal positioned as a partner
sites and deals aggregator (20+
affiliates)
Planned integration in
PagesJaunes Group sites
European rollout in 2011
© Copyright PagesJaunes 2011 14

16. A global approach to open new business
models on local medias.
Business
Listing
pagesjaunes.fr
Mappy
123people
UrbanDive
Training/ Work
Real
Auto jobs at home
Estate
… Leads
Annoncesjaunes.fr Keltravo
© Copyright PagesJaunes 2011 15

17. A unique position on the market.
Widely Recognized Brand and Strong Sustained Growth in Audience in France
Reach
Number of visits per month MM
PagesJaunes.fr Reach
ca. 90% of Direct +12%
Audience
116
49%
+27pts +72%
+27pts
.
. 3rd most downloaded 75
20% Mobile apps. in France
in 2010 (4.9 millions)
2006A 2010A
2001 2010 1
Fixed Mobile 2006-10 CAGR (%)
Number of Unique Visitors on Fixed Number of Unique Visitors on Mobile
Internet Internet
Unique Visitors on fixed Internet (in thousands) Unique Visitors on mobile Internet (in thousands)
36.5 10.8
10.0
9.7
27.5 27.2
24.6 7.6
20.3 20.1 19.1 18.4 18.2 18.1
5.0 4.9 4.6 4.2
3.6 3.5
Source: Company, MNR December 2010 – France
1. Include PagesJaunes.fr, Mappy, AnnoncesJaunes.fr, PagesPro, Compass (in 2006), 123people
in France
© Copyright PagesJaunes 2011 16

18. The path for growth.
Average number of monthly visits in France for Pages Jaunes Group
(in millions, excluding 123people)
Fixed Internet Mobile Internet
© Copyright PagesJaunes 2011 17

19. A strategy to deliver our ambition
+50% internet revenues in 2012 vs 2009
Internet revenues Internet share on total
(million euros) revenues
+50%
~2/3
43%
~2/3 of Pages Jaunes revenues on internet in
2012+
© Copyright PagesJaunes 2011 18

20. Thank you for your attention.
© Copyright PagesJaunes 2011 19