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The Kelsey Report® White Paper

Broadband: A Double-Edged Sword for Yellow Pages
Carlotta Mast , 8/10/2001


For years, directory publishers have been waiting - with anticipation and dread - for the day when a critical mass of consumers has a high-speed Internet connection at home. Early predictions that the Internet would be the death of print directories were clearly over-hyped. Yet broadband's ultimate widespread arrival may finally enable online directories and related services to capture a significant share of print usage.

A fat digital pipe delivering a persistent Internet connection into the home will eliminate the wearisome modem dial-up ritual and finally make it as convenient to use an online directory as the big yellow book. The likely result will be a change in user behavior, increasing the use of interactive directories and precipitating a more rapid decline in purchase-oriented lookups in the print Yellow Pages.

On the merchant side, The Kelsey Group (TKG) has identified a direct relationship between broadband adoption by small and medium-sized enterprises (SMEs) and their receptivity to adopting more sophisticated merchant services.

While broadband critical mass still appears to be several years away, widespread adoption by heavy Yellow Pages users could be closer at hand. Increasingly, directory publishers must think of broadband in terms of when, rather than if.

This White Paper thus seeks to provide directory publishers with the following:

  • An update on the status of broadband adoption in the U.S., Canada and Europe, including estimates for when broadband penetration will include a critical mass of households and small and medium-sized enterprises

  • A discussion of how TKG sees broadband adoption affecting print directory and Internet Yellow Pages (IYP) usage, revenue and sales channels

  • TKG's recommendations for what print and online publishers should do now to prepare for the day when broadband becomes a reality for more consumers and SMEs

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
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Copyright© 2006 The Kelsey Group. All Rights Reserved.