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The Kelsey Report® Advisory

Is Switchboard's Matrix the Next Big Step for IYP?
Charles Laughlin , 5/6/2002

Issue: New Platform Aims for Improved Offline-Online Integration

News: Switchboard Inc. recently announced the launch of Matrix, its new online Yellow Pages platform, at The Kelsey Group's (TKG's) Directory Driven Commerce conference in San Antonio. Matrix offers a variety of new features, which include an improved database system, merchant management tools and new items of advertising. Switchboard has already launched Matrix on its own destination site, but its real hope is to extend the new platform to its existing publisher partners.

Switchboard's ambition with Matrix is to address many of the current limitations of Internet Yellow Pages (IYP) platforms. These limitations include the lack of an interface with existing print publishing, billing and customer-management systems; the lack of a seamless one-close sale for both print and online advertising; and the inability to integrate offline content into online advertising in a cost-effective manner.

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