The 2011/10/17 at 05:30
Interviewed by Alexandre T. Analis
Following ten years with General Electric Medical Systems, Bertrand Macabéo, 55 years old, joined Kompass in 1990 as Managing Director for France, then for Spain. He has been Managing Director and CEO of Kompass International since 2005.
Commerce International: Can you briefly introduce your company?
Bertrand Macabéo: "Founded after World War II, Kompass was a company specialised in publishing business directories. In 1990, Kompass made the shift to Minitel and CD-Rom, then to Internet from 1997 onwards. These launches were accompanied by deep evolutions in the company's organisation. As our strategy is 100 % geared at electronic usage, we stopped commercialising printed directories in 2005. We produce and diffuse content-rich B2B marketing information to help businesses develop regionally, nationally and internationally. We have enhanced our product range by launching video offers, product catalogues... and our range of associated services constantly aiming at ensuring improved return on investment. Company visibility, on which our economic model is based, represents over 50 % of our turnover."
What does Easybusiness consist of?
B.M.: "This is a new platform launched last month on the web site Kompass.com. The home page allows users to look for clients, compile prospection lists and carry out their own marketing studies. Accessible via a subscription, it complements Kompass.com which allows users to look for suppliers free of charge and to obtain a range of information on them. This application has no equivalent on the national and global markets: it integrates geopositioning, geomarketing, statistics, around one hundred selection criteria, financial information in seven countries (France, United Kingdom, Italy, Spain, Denmark, Norway and Sweden)... In all, it puts in contact 200,000 B-to-B companies in France (as many as 1.2 or 6 million upon request) and 3 million worldwide. We hope to attract 5,000 subscribers by the end of 2012 in France (in other words a turnover of around 12.5 million euros) and 10,000 subscribers by the end of 2013 (25 million euros)."
How does your new offer improve the visibility of companies?
B.M.: "In July this year, we signed a local control partnership with Google and Horizon Média. These agreements allow us to offer businesses choosing to place their trust in us, visibility on all B-to-B web sites. We have also strengthened our Contact+ service allowing companies to send and receive quotes free of charge. Our services are increasingly innovative but the heart of our activity remains the same. Note that these new developments do not significantly increase the average expenses of our clients for subscription to Kompass services costs them around 150 euros per month."
How is the personal space offered on your web site useful?
B.M.: "The My Space tab on Kompass.com is another new development, giving our clients comprehensive over-view of their own visibility, follow up for their calls for tenders, information on the businesses that contact them, promotions... My Space, Contact+ and our database make Kompass.com an incomparable tool for aid to export for businesses. Ongoing innovation is indispensable for increasing our clients' satisfaction."
How do you define Kompass' relations with Coface?
B.M.: "Coface took over Kompass International in 2005 which shortly afterwards took over Kompass France, the admiralty ship of Kompass. Coface and Kompass cover practically the same territory. In addition, Coface is the world's number one in information on creditworthiness while Kompass is the world's number one in marketing information. Coface helps us to enrich our content via extra financial information. Every Kompass advertiser nevertheless has a right to check the data published on it. In addition, we have partnerships with information suppliers and advertising and information sellers."
What will be Kompass' main axes of development in 2012?
B.M.: "We wish to develop mobility (chiefly on smartphones) and to expand our geographical coverage. We are already present in 70 countries and are carrying out advanced negotiations with Argentina, Brazil and Georgia. Further partnerships with hi-tech companies are being examined to develop new services for our clients."