Sensis snaps up LookSmart assets

Telstra subsidiary Sensis announced it acquired a range of assets from web search provider LookSmart, in an announcement released today.

Sensis's CEO Andrew Day stated the aim was to be the major player in Australian advertising and search directories. He added Sensis intends to expand into online, voice and wireless multi-media search solutions.

A wholly owned subsidiary of Telstra, Sensis powers popular sites such as www.yellowpages.com.au, www.whereis.com.au and www.citysearch.com.au. When asked if Sensis planned to launch a branded web search service of their own, a spokeperson said that though it was too early to confirm, they were certainly looking into developing a 'one stop shop' for information for Australian customers.

A spokesperson claimed Sensis will have no rivals when it comes to commercial search, but conceded that they will be competing against Google and Yahoo on the web-search and technology front.

The spokesperson confirmed that 'not everyone' will be brought over from LookSmart, and Sensis is particularly interested in employees who are well versed in working search technologies for the local geography. Sensis has provided LookSmart with staff and resources to continue providing support its current Australian customer contracts.

Sensis claimed to hold one quarter of the local online advertising market, and claimed in 2003, almost half the online Australian population visited sites managed by it.