The digital transformation of Pages Jaunes (YellowPages)

The digital transformation carried out between 2009 and 2015 by PagesJaunes (YellowPages), which became SoLocal, was a stroke of genius. The transition from a printed directory where they had the monopoly, to the local Internet which is one of the most competitive industries in the world, is the challenge which was accomplished by the company’s employees who, in the space of a few years, were able to provide a truly expert digital service to their clients‚ French SMEs (Small and Medium-sized Entreprises). This process was accompanied by a complete reconstruction of the organisation which had to change radically its business model‚ strategy‚ information system‚ management and culture. SoLocal’s objective is currently to publicise local savoir-faire on the Web and thereby stimulate the local economy. SoLocal’s problem is that it has a significant debt which curbs its growth. Nevertheless, the progress of this new structure in the digital economy appears to be inevitable thanks to privileged partnerships with Web giants which include Google‚ Bing‚ Apple‚ Yahoo and Facebook.