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
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.