Back to tried and proven print formula as ChinaBig.com maps out its growth strategy

The emergence of a multitude of Internet operators has prompted yellow-pages publisher ChinaBig.com to focus on the 'get-rich-slow' basics of the print business.

Newly appointed chief executive Lyle Wolf said the firm had taken a more gradual approach to its mainland Internet business expansion in face of price competition and market volatility.

The former senior vice-president of RH Donnelley, Mr Wolf focused on the multimedia business of the United States-based yellow-pages publisher. 'The whole concept of the yellow pages has been around for more than 100 years. It is the matching of buyers and sellers,' he said. 'The traditional print product is a proven business model, a 'get-rich-slow' model.'

But on the mainland, both the yellow pages and the Internet were emerging businesses. This put ChinBig.com in an awkward position - deciding which business to focus on as the market opened up.

'More people in China have a concept of what the Internet is than what the yellow pages are,' he said.

The firm, backed by 39 per cent majority shareholder China Unicom - the mainland's second-largest telecommunications firm - has obtained a country-wide franchise to publish yellow pages. RH Donnelley and United States-based online yellow-pages publisher Infospace are also strategic investors.