The acquisition -- announced this morning -- brings together Universal's urban and regional mapping data and Sensis' digital mapping business. Universal -- whose product portfolio also includes the Gregory's and UBD-branded print street directory, mapping and tour guides -- is to operate as a stand-alone business unit within Sensis and retain its existing management structure.
Sensis chief executive officer Bruce Akhurst claimed that, with the transaction, "Sensis now has the largest and most up-to-date database of navigable mapping content in Australia.
"With this acquisition, Sensis has secured in-house an important source of previously licensed content that was already driving significant revenue growth of nearly 50 percent in our location and navigation business".
Akhurst said the acquisition meant Sensis would publish even deeper mapping content across the Sensis media network.
He added that over the last 12 months, Sensis had experienced growth in demand of more than 50 percent for its Whereis branded in-car navigation products.