They already own and run Citysearch here in Australia, and of course Yellow Pages and Quotify. Surely they don’t need to increase their overheads with yet another brand to promote. Similarly their old print sales staff are really struggling with how to sell their current digital products, how are they going to add yet another digital product? In particular getting their heads around paying advertisers getting bad reviews for all to see is going to be hard for them.

It sounds like a completely defensive move from Sensis, one to stop Yelp from entering the Australian market once they IPO. It also sounds like complete brand suicide for Yelp in Australia, they should pay close attention to the poor job Sensis have done with Citysearch, Trading Post, Quotify, etc.