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The Kelsey Report® Advisory

Wireless Directory Assistance
Bobbi Loy-Luster , 7/16/2004

SUMMARY: Wireless phones have long been viewed as a private communication pipeline through which consumers would not be bothered by unwanted callers or telemarketers. With the implementation of the Do Not Call Registry, U.S. consumers are ensured privacy from unwanted callers on their landline and wireless phones. However, a proposal to create a wireless directory assistance (DA) product is once again sounding privacy alarms.

While the fears expressed by these consumers are widely known, the needs of the other core group of subscribers business customers may not be as well represented in the debate. This group relies on all forms of directory applications to drive customers to their businesses. Currently, there is no distinction among wireless numbers for "consumer" or "business," nor is there an automatic channel for businesses that sign up for wireless service to be included in a directory-based application such as the Yellow Pages. The lack of infrastructure could cause many businesses to be excluded from directory publications and cause publishers to miss out on potential incremental revenue streams. The current U.S. experiment can look to both successful and unsuccessful efforts in Europe to draw useful lessons.

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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