Directory services company JustDial conducted 312,800 paid campaigns for advertisers for the quarter ending December 30, 2014 (Q3-FY15), registering a 25% increase in the number of campaigns, as compared with 249,600 campaigns in the same quarter last year. Campaigns are essentially paid featured listings/recommendations on JustDial’s search. JustDial’s overall listings grew to 14.7 million for the quarter, up 1% quarter on quarter. Employee cost increased this quarter, as a percentage of total cost, and was at its highest since Q1-FY13. JustDial reported an employee base of 9226 employees. Note that JustDial is planning to raise Rs 1000 crore. Single platform for search and transactions JustDial is planning a single platform for search and transactions. VSS Mani, the companys Founder, MD and CEO, said "Our strategy of building a single platform for both search and transaction is nearing commercial release. We are confident that we will be able to deliver a great search and transaction experience, on a single platform across many services, to our users." JustDial also has a transaction business called Search Plus, and the calculations of paid campaigns per listing and income per paid campaign essentially assume that all of JustDial's income comes from its listings business, and hence may be off the mark. JustDial does not disclose income separately for its listing and transactions businesses' Operational Metrics As per our calculations, JustDial makes about Rs 4873 per campaign, down from Rs 4978 per campaign last quarter, and up from Rs 4802 per campaign in the same quarter last year. The number of paid…
