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The Kelsey Report® White Paper

Wireless and Mobile Yellow Pages Applications
Charles Laughlin , 6/1/2000

EXECUTIVE SUMMARY:

Yellow Pages-like applications (including going-out guides and directory information) are at the heart of the wireless/mobile revolution. However, traditional Yellow Pages publishers have yet to take their place among content providers or sales channels for enhanced wireless services.

Wireless and mobile content, delivered on screen in a WAP-conformant telephone, handheld device or speech portal, is inherently task oriented. A consumer wondering where to take a client for dinner may read a truncated restaurant review on OmniSky from the back seat of a taxi. Using the same device, that consumer may not be as inclined to read a lengthy Salon article on national politics.

Because wireless/mobile is so much about getting things done, directory content - the stuff that puts buyers and sellers together - is at the heart of many Web applications being pushed over WAP screens and PDAs.

Today, many Yellow Pages publishers are configuring their data for WAP or handheld delivery and looking for ways to monetize the opportunity. A few already have applications out there. BellSouth and U S WEST Dex are delivering Yellow Pages data over the Palm VII wireless/mobile interface, for example. However, it remains unclear whether those offering Yellow Pages-like wireless/mobile functionality and making deals with carriers - companies like InfoSpace, Go2 Systems, Vicinity and others - won't overshadow traditional Yellow Pages organizations.

Yellow Pages publishers have an opportunity to play an important role in wireless/mobile if they have developed a robust online Yellow Pages database that can be integrated into other wireless/mobile content platforms.

For this White Paper, TKG surveyed Yellow Pages organizations around the world, some of whose comments we share with you, to get a sense of where publishers are today with wireless and mobile development. We also asked them which revenue models they believe will gain the most traction, near and longer term.

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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Copyright© 2006 The Kelsey Group. All Rights Reserved.