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The Kelsey Report® White Paper

Making the Next Generation of IYPs 'Insanely Great'
Carlotta Mast , 4/5/2001

EXECUTIVE SUMMARY:

It's Sunday afternoon and you've decided to throw a last-minute dinner party. You have 45 minutes before your guests arrive and you're out of wine. You're new to the area and don't know any local liquor stores or have time to drive around trying to find them and what you need. Wouldn't it be great - almost "insanely great" - if you could access an online Yellow Pages product, on the Web or a wireless phone, to quickly find the nearest liquor store that is open on Sunday, accepts American Express and has four bottles of your favorite pinot noir in stock? Sure it would.

Unfortunately, no current online resource enables you to do just that. The Internet Yellow Pages (IYP) products that are available to consumers today do little more than provide basic merchant contact and location information. And all too often, even this isn't up to date. If you're looking for a specific brand of wine, you would do about as well searching the display ads in your print Yellow Pages directory as logging on to an IYP.

The previous two TKR White Papers offered a look at how IYPs are achieving distribution (#01-01, "IYP Distribution Strategies") and a forecast of the IYP revenue opportunity (#01-02 "Online Yellow Pages Outlook and Forecast"). This paper addresses the state of the IYP product and whether, in its current form, it can deliver a strong value proposition to small and medium-sized enterprises.

In this White Paper, The Kelsey Group will:

  • Trace the evolution of the IYP product to date
  • Compare features and functionality of the IYP products that currently exist
  • Discuss how IYPs and third-party players are working to build more robust databases of local merchant information
  • Highlight the merchant services and value-added features that IYP publishers are offering in an effort to help consumers make smarter shopping decisions and to drive more business to local merchants
  • Lay out our vision for the features and functionality that we believe are essential to the next generation of IYP products

Copyright � 2005 The Kelsey Group. All Rights Reserved.
This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and other civil or criminal penalties under Federal law. The Kelsey Group disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the use or interpretation of this information.

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The Kelsey Group, Inc., 600 Executive Drive, Princeton, NJ 08540-1528
Tel: (609) 921-7200 Fax: (609) 921-2112 E-Mail: [email protected]
Copyright© 2006 The Kelsey Group. All Rights Reserved.