Welcome!

News Feed Item

The Directory Assistance Experience: Marketing as a Service

LONDON, April 7, 2014 /PRNewswire/ -- Reportbuyer.com has added a new market research report:

The Directory Assistance Experience: Marketing as a Service

This report explores the directory publishing business in North America. In particular, it examines the impact of new modalities for directory access that present the best new opportunities for directory publishers.

Executive Summary

The news is bleak: directory publishing is a declining business. By some estimates, the directory publishing market has lost nearly percent of its revenue in the last five years. Consumers are increasingly turning to mobile search and online tools to do both number and business lookups.
It gets even worse when the tone of public policy is factored in. Public policy has turned against print directories. Representative of this tone, municipalities, worried about the impact of thousands of obsolete directories gumming up landfills, are enacting laws that make recycling mandatory. There are even areas where a new print directory must be requested; otherwise a new one cannot be delivered.

Consumers are speaking, and what they are saying is that they no longer want a five pound book dropped on their doorsteps once a year. In fact, they especially don't want multiple competing tomes dropped on their doorsteps. Even popular niches, such as small community directories, are beginning to be transferred directly from the front porch to the trash can.

Why? The reason is convenience: it is far simpler to use a smartphone, tablet or PC to quickly look for business listings. And it is probably more up to date, as well as easier to understand and read. After all, consumers cannot increase the font size on a print directory. The future, it seems, belongs to the Web; both for local search and number lookup.

The end is near, it appears. But is it?
Arguably, directory publishers know more about connecting small business to local search than anyone; even mega-search sites like Google. Additionally, directory publishers actually have boots on the ground, with large sales forces and marketing professionals that are able to assist businesses in constructing integrated marketing campaigns.

So, the question is, are directory publishers just directory publishers or are they actually selling marketing on demand? In other words, are they are commodity vendors of want ad listings or are they service providers, with vast experience and deep pockets?

The answer to this question largely depends on the players themselves. Once upon a time, the railroads mistakenly believed that their business was to run trains on schedule, and overlooked the fact that they were really in the transportation business; then, airlines came along and nearly destroyed passenger rail service. Directory publishers are in the same situation now: they print directories, to be sure; but they are actually in the business of providing marketing as an on-demand service. Armed with the new technologies for mobile search, they can again become dominant in the consumer space. The question is, will they?

Introduction

There is a certain nostalgia for the Yellow Pages. Although most homes have at least one copy in a kitchen closet, the bet is that mostly it is collecting dust. For any nominally connected consumer, the print directory is simply too much trouble to find and use routinely. There is also the question of whether the directory can be up to date when it is only published annually.

Market metrics reflect this ambivalence towards the print directory. Estimates by various analysts and market participants themselves show up to 70 percent declines in revenue since 2008. This decline, in fact, is more than the similar decline in conventional voice telephony: consumers, it seems, are "cutting the cord" of directory assistance. At the very least, they are shaving the paper.

The news, then, seems bleak for directory publishers—and they know it. That is why every directory publisher also has a Web presence. Although late to the party, they all know that people are increasingly turning to the Internet for their local search needs. Unfortunately, for the publishers, a simple browser is generally as capable as any online directory, and is easier to find.

So, is the value a directory brings to retailers just the exposure, whether it be in the directory or on the Web? Or is it the marketing expertise that a directory publisher provides to retailers; some of whom cannot afford other types of marketing? Increasingly, the answer is the latter, rather than the former.
Nevertheless, directory publishers—especially those that are closely aligned with network operators—have opportunities that search engine providers do not. There are opportunities to deliver new forms of directory access over such consumer points of presence as the home television and new mobile devices such as heads-up displays.

This report explores the directory publishing business in North America. In particular, it examines the impact of new modalities for directory access that present the best new opportunities for directory publishers.

Ambivalence and Ambiguity

A discussion of directory publishing begins with the consumer. What do consumers want? How do they use a particular product or service?
In the case of directories, Stratecast has been especially interested in consumer preferences. Largely, this is due to the fact that, as communication service offerings go, directory publishing is not usually considered among the quad play services (voice, video, data and wireless), yet it generates a substantial amount of revenue for carriers. Also, unlike the other services, directories are actually tangible: they are not virtual, but are substantial documents that are traditionally issued once a year. As a consequence, it seems reasonable to determine how consumers utilize them.

When asked whether they use printed directories, the results are confirming but disheartening to directory publishers. Nearly half of all respondents indicate that they never use directories. Of the balance, a quarter of respondents use a directory only about once a year.

Since directory advertising sales depend on directories being useful to consumers, this would seem to indicate the opposite. Only about one percent of the respondents indicate that they use directories more frequently than once a week.

However, these survey results do not mean that people don't use directories. In fact, when communication service subscribers are asked how they access directory services, as Figure 2 below illustrates, the answer is revealing.

Table Of Contents

1 | THE DIRECTORY ASSISTANCE EXPERIENCE: MARKETING AS A SERVICE

CCS 7-25
1. Executive Summary
2. Introduction
3. Ambivalence and Ambiguity
4. New Paradigms for Directory Assistance
5. New Opportunities for Directory Publishing
6. Stratecast - The Last Word
7. About Stratecast
8. About Frost & Sullivan

List of Figures

Figure 1: Frequency of Directory Use 6
Figure 2: Modalities of Directory Service Access 7
Figure 3: Directory Assistance Providers 8
Figure 4: Global Interactive Online 9
Figure 5: Mobile Search (United States) 10
Figure 6: Directory Publishing Value Chain 11
Figure 7: Marketing as an Exercise in Signal Processing 13
Figure 8: Reasons for using Directory Services on the TV 14
Figure 9: Enhanced Features Desired on TV-accessed Directory Services 15
Figure 10: Willingness to Make a Purchase using TV-accessed Directory Services 16
Figure 11: Heads-up Displays 17
Figure 12: Local Search-enabled Marketing ........................................................................... 18

Read the full report:
The Directory Assistance Experience: Marketing as a Service
http://www.reportbuyer.com/leisure_media/publishing/directory_assistance_experience_marketing_service.html#utm_source=prnewswire&utm_medium=pr&utm_campaign=Publishing

For more information:
Sarah Smith
Research Advisor at Reportbuyer.com
Email: [email protected]  
Tel: +44 208 816 85 48
Website: www.reportbuyer.com

SOURCE ReportBuyer

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
Customer experience has become a competitive differentiator for companies, and it’s imperative that brands seamlessly connect the customer journey across all platforms. With the continued explosion of IoT, join us for a look at how to build a winning digital foundation in the connected era – today and in the future. In his session at @ThingsExpo, Chris Nguyen, Group Product Marketing Manager at Adobe, will discuss how to successfully leverage mobile, rapidly deploy content, capture real-time d...
A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, wh...
IoT generates lots of temporal data. But how do you unlock its value? How do you coordinate the diverse moving parts that must come together when developing your IoT product? What are the key challenges addressed by Data as a Service? How does cloud computing underlie and connect the notions of Digital and DevOps What is the impact of the API economy? What is the business imperative for Cognitive Computing? Get all these questions and hundreds more like them answered at the 18th Cloud Expo...
The cloud market growth today is largely in public clouds. While there is a lot of spend in IT departments in virtualization, these aren’t yet translating into a true “cloud” experience within the enterprise. What is stopping the growth of the “private cloud” market? In his general session at 18th Cloud Expo, Nara Rajagopalan, CEO of Accelerite, will explore the challenges in deploying, managing, and getting adoption for a private cloud within an enterprise. What are the key differences betwee...
As cloud and storage projections continue to rise, the number of organizations moving to the cloud is escalating and it is clear cloud storage is here to stay. However, is it secure? Data is the lifeblood for government entities, countries, cloud service providers and enterprises alike and losing or exposing that data can have disastrous results. There are new concepts for data storage on the horizon that will deliver secure solutions for storing and moving sensitive data around the world. ...
Enterprise networks are complex. Moreover, they were designed and deployed to meet a specific set of business requirements at a specific point in time. But, the adoption of cloud services, new business applications and intensifying security policies, among other factors, require IT organizations to continuously deploy configuration changes. Therefore, enterprises are looking for better ways to automate the management of their networks while still leveraging existing capabilities, optimizing perf...
What a difference a year makes. Organizations aren’t just talking about IoT possibilities, it is now baked into their core business strategy. With IoT, billions of devices generating data from different companies on different networks around the globe need to interact. From efficiency to better customer insights to completely new business models, IoT will turn traditional business models upside down. In the new customer-centric age, the key to success is delivering critical services and apps wit...
The IoT is changing the way enterprises conduct business. In his session at @ThingsExpo, Eric Hoffman, Vice President at EastBanc Technologies, discuss how businesses can gain an edge over competitors by empowering consumers to take control through IoT. We'll cite examples such as a Washington, D.C.-based sports club that leveraged IoT and the cloud to develop a comprehensive booking system. He'll also highlight how IoT can revitalize and restore outdated business models, making them profitable...
The essence of data analysis involves setting up data pipelines that consist of several operations that are chained together – starting from data collection, data quality checks, data integration, data analysis and data visualization (including the setting up of interaction paths in that visualization). In our opinion, the challenges stem from the technology diversity at each stage of the data pipeline as well as the lack of process around the analysis.
Designing IoT applications is complex, but deploying them in a scalable fashion is even more complex. A scalable, API first IaaS cloud is a good start, but in order to understand the various components specific to deploying IoT applications, one needs to understand the architecture of these applications and figure out how to scale these components independently. In his session at @ThingsExpo, Nara Rajagopalan is CEO of Accelerite, will discuss the fundamental architecture of IoT applications, ...
Cloud-based NCLC (No-code/low code) application builder platforms empower everyone in the organization to quickly build applications and executable processes that broaden access, deepen collaboration, and enhance transparency for all team members. Line of business owners (LOBO) and operations managers know best their part of the business and their processes. IT departments are beginning to leverage NCLC platforms to empower and enable LOBOs to lead the innovation, transform the organization, an...
@DevOpsSummit taking place June 7-9, 2016 at Javits Center, New York City, and Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 18th International @CloudExpo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world.
SYS-CON Events announced today that ContentMX, the marketing technology and services company with a singular mission to increase engagement and drive more conversations for enterprise, channel and SMB technology marketers, has been named “Sponsor & Exhibitor Lounge Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York City, New York. “CloudExpo is a great opportunity to start a conversation with new prospects, but what happens after the...
SYS-CON Events announced today that MangoApps will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. MangoApps provides modern company intranets and team collaboration software, allowing workers to stay connected and productive from anywhere in the world and from any device. For more information, please visit https://www.mangoapps.com/.
SYS-CON Events announced today the Docker Meets Kubernetes – Intro into the Kubernetes World, being held June 9, 2016, in conjunction with 18th Cloud Expo | @ThingsExpo, at the Javits Center in New York, NY. Register for 'Docker Meets Kubernetes Workshop' Here! This workshop led by Sebastian Scheele, co-founder of Loodse, introduces participants to Kubernetes (container orchestration). Through a combination of instructor-led presentations, demonstrations, and hands-on labs, participants learn ...