Digital Transformation Journey of localsearch

This document is a case study detailing the digital transformation of localsearch, previously known as Swisscom Directories AG. It outlines the company's evolution from a traditional telephone directory publisher to a digital marketing partner for Swiss SMEs. The transformation was initiated in 2016 under CEO Stefano Santinelli, driven by the need to adapt to the changing digital landscape and competition from major tech players like Google and Facebook. Key strategies included simplifying organizational structures, implementing agile methodologies, and focusing on new digital products that cater to SMEs. The introduction of five new products aimed at enhancing online presence and engagement for SMEs is highlighted as a significant outcome of this strategy. By 2018, the new digital business model compensated for declines in the print directory sector. The document also discusses the ongoing nature of transformation and the company's readiness to leverage future opportunities, particularly in the realm of generative AI.