SEAT Pagine Gialle, a knowledge-based company
For 80 years, SEAT Pagine Gialle has been offering consumers and businesses ways to make
themselves known and let people find them. Since its inception, the long history of SEAT Pagine
Gialle has been characterised by constant investments in innovation and an ongoing and steadfast
search for excellence, in its core business products such as the print directories, and in its
technologically advanced solutions, such as online services. In the 1990s, SEAT was the first
directory publishing company in the world to develop its own search engine. With the recent
introduction of PagineGialle Visual, it is standing on the cutting edge of web 2.0. SEAT's capacity
to innovate is based on solid and deep roots: thanks to this capacity, today the company is present
in every household and in every business operating in Italy with its print, voice and online
Operating in five European countries, SEAT Pagine Gialle is a large
multimedia platform which provides tens of millions of users with detailed information and
sophisticated search instruments, and 600,000 advertisers with access to a wide range of
advertising and communications options, guaranteeing high visibility and quality.
Past and present challenges
The complexity and dynamism of the markets were and remain an
added stimulus to innovation for SEAT. The needs of a user base in the process of constant change
and those of a diversity of customers — large banks, public administrations, B2B companies,
mass-market distribution companies, tourism, and neighbourhood businesses — have encouraged the
company to seek out and introduce new "made-to-measure" tools for the needs of each market.
The objective is to maintain the "virtuous cycle" as efficient as possible, summed up by the
"product = satisfaction = use = results". Against this backdrop, the more traditional
directories, such as PagineBianche and PagineGialle, exist in a context of ongoing innovation, with
new features and improvements introduced with every new edition.
Today, creating innovation does not only mean adopting advanced
information technology solutions: the propensity to innovate emerges, is cultivated and is
reinforced in the values and the culture of the company, in the ability to use technology as a
lever to bring about change, without forgetting that the "difference" in the quality of a company
lies principally in those who work there.
From this perspective, SEAT is also an excellent example of what is defined today as a
"knowledge-based company" where the most advanced technologies are available to the skills and
creativity of the people and the combination of these factors represents the key element to
competing and to attracting and retaining customers.
A knowledge-based company is one that can produce and use knowledge on a large scale.
The cornerstone of any knowledge-based company is its human resources, since these are the
people who generate new knowledge with their creativity, skills and motivation. With this objective
in mind, SEAT has established its own Corporate University which in 2006 supplied some 90,000 hours
of sales and managerial training to its employees and representatives.
With its products, SEAT not only forges relations for the economy, but is also, and most
importantly, a factor in innovation, a centre of creativity and a leading light in the progress of