From SME Advertising Provider to Local eMarketplace Leader
In July 2011, we announced a comprehensive programme to transform our business from being a leading supplier of print and online advertising for small and medium-sized enterprises (SMEs) to being a leader in the emerging local eMarketplace for consumers and SMEs. The strategy was debuted following a rigorous six month strategic review led by Mike Pocock, hibu’s Chief Executive Officer, and his management team. The review included extensive customer research and thorough assessments of market opportunities.
Our strategy calls for an intense, multi-year programme of activity that will facilitate the transformation with the following aspirations and initiatives:
- To become the leading digital services provider to Small and Medium-sized Enterprises (SMEs), offering them social, e-commerce and mobile web capabilities, among other value added services
- To pioneer the creation of the local eMarketplace, comprising an innovative platform and digital portal where consumers and SMEs can connect and transact
- To achieve leading share of attractive customer segments such as new and existing Latin markets and US Hispanic markets
- To extend the life of the established print business to fund digital growth
- To deliver a best-in-class customer experience, including self-serve and simplified offerings
The programme leverages our strong presence in the local market, providing a broad range of digital services that address the converging SME need to grow, to transact and to be efficient in the digital world and the consumer’s need to be connected locally to the goods and services they want, to save time and money, and to move their lives forward.
Strategic partnerships form an important part of the strategy that will help drive forward the execution of each initiative. As a consequence, we have rapidly built a strong portfolio of business partners focused on further enhancing our SME and consumer offerings and contributing to the creation of the local eMarketplace platform. Since announcing the strategy in July 2011, relationships have been announced with:
- Znode, acquired by hibu in July 2011 to provide the eCommerce platform that underpins the Group's new digital service offerings
- Microsoft, with whom hibu has established a global strategic alliance, enabling the Group to offer a broad range of Microsoft Advertising solutions and software to its over million strong SME customer base
- The UK Government, who selected hibu to help UK SMEs export their products
- Bazaarvoice, a global leader in transforming customer conversations into long-term business value, enabling eMarketplace participants to engage and converse with their customers online
- Netbiscuits, the leading platform for developing, publishing and monetising sites and apps across all mobile and connected devices, allowing eMarketplace participants to quickly move their products into the mobile environment
- Shopkick, an innovative leader in local loyalty, allowing US businesses to use smartphone technology to reward customers for visiting their premises
- Moonfruit, acquired by hibu in June 2012, to complement the website building capabilities of Znode, by offering merchants the facility to build their own web presence together with the ability to transact online, on mobile and in social media
Additional agreements and alliances, to be announced in due course, will further strengthen and accelerate the pace of our transformation.
We are confident that this plan, and the opportunities it brings, will lead to sustainable growth and profitability in the long term.
Our new brand
Our business has a rich heritage featuring some iconic brands, such as Yellow Pages and Yell online in the UK, Yellowbook in the US and Paginas Amarillas in Spain and some countries in Latin America.
We are a known and trusted business partner to the small and medium sized enterprises who are at the heart of local communities. For the consumers who live and work in these communities, and use our products and services, we provide them with new ways to shop either locally or further afield.
To meet the ever changing needs of our merchants and our consumers, we are transforming our business to be more digitally led. We are making it possible for our consumers to connect with our merchants how they want, whenever they want. We are developing innovative new products and a dynamic new brand signals that we are a digital business of the future. When people connect, communities thrive, and we are a vital connection in an ever changing world. That's why we have changed from Yell to hibu.
hibu is our new corporate brand reflecting our increasing focus on the digital consumer. It will also be used in conjunction with our new strategic initiatives going forward.
What does the brand stand for?
The people who help communities thrive.
What’s the thinking behind the brand identity?
In addition to being consumer oriented and a symbol in its own right, we wanted our identity to tell a story. We have developed a new positioning for the organisation – ‘connecting communities’. Communities are built on the connections people make and people are connected at the heart of the hibu logo. The identity utilises typography with soft shouldered edges like the human body and coloured dots represent the people behind the identity, diversity, connections and conversation. By using bold lower case typography with soft edges we project a human and approachable company.
Existing print brands
All of our print products, which are sold under strong but different brands in each country, will continue to be sold under those current brands.