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
Extreme Computing is the ability to leverage highly performant infrastructure and software to accelerate Big Data, machine learning, HPC, and Enterprise applications. High IOPS Storage, low-latency networks, in-memory databases, GPUs and other parallel accelerators are being used to achieve faster results and help businesses make better decisions. In his session at 18th Cloud Expo, Michael O'Neill, Strategic Business Development at NVIDIA, focused on some of the unique ways extreme computing is...
The explosion of new web/cloud/IoT-based applications and the data they generate are transforming our world right before our eyes. In this rush to adopt these new technologies, organizations are often ignoring fundamental questions concerning who owns the data and failing to ask for permission to conduct invasive surveillance of their customers. Organizations that are not transparent about how their systems gather data telemetry without offering shared data ownership risk product rejection, regu...
WebRTC sits at the intersection between VoIP and the Web. As such, it poses some interesting challenges for those developing services on top of it, but also for those who need to test and monitor these services. In his session at WebRTC Summit, Tsahi Levent-Levi, co-founder of testRTC, reviewed the various challenges posed by WebRTC when it comes to testing and monitoring and on ways to overcome them.
Every successful software product evolves from an idea to an enterprise system. Notably, the same way is passed by the product owner's company. In his session at 20th Cloud Expo, Oleg Lola, CEO of MobiDev, will provide a generalized overview of the evolution of a software product, the product owner, the needs that arise at various stages of this process, and the value brought by a software development partner to the product owner as a response to these needs.
The Internet of Things can drive efficiency for airlines and airports. In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect with GE, and Sudip Majumder, senior director of development at Oracle, discussed the technical details of the connected airline baggage and related social media solutions. These IoT applications will enhance travelers' journey experience and drive efficiency for the airlines and the airports.
For organizations that have amassed large sums of software complexity, taking a microservices approach is the first step toward DevOps and continuous improvement / development. Integrating system-level analysis with microservices makes it easier to change and add functionality to applications at any time without the increase of risk. Before you start big transformation projects or a cloud migration, make sure these changes won’t take down your entire organization.
In his keynote at @ThingsExpo, Chris Matthieu, Director of IoT Engineering at Citrix and co-founder and CTO of Octoblu, focused on building an IoT platform and company. He provided a behind-the-scenes look at Octoblu’s platform, business, and pivots along the way (including the Citrix acquisition of Octoblu).
In the first article of this three-part series on hybrid cloud security, we discussed the Shared Responsibility Model and examined how the most common attack strategies persist, are amplified, or are mitigated as assets move from data centers to the cloud. Today, we’ll look at some of the unique security challenges that are introduced by public cloud environments. While cloud computing delivers many operational, cost-saving and security benefits, it takes place in a public, shared and on-demand ...
In his session at @ThingsExpo, Sudarshan Krishnamurthi, a Senior Manager, Business Strategy, at Cisco Systems, will discuss how IT and operational technology (OT) work together, as opposed to being in separate siloes as once was traditional. Attendees will learn how to fully leverage the power of IoT in their organization by bringing the two sides together and bridging the communication gap. He will also look at what good leadership must entail in order to accomplish this, and how IT managers ca...
In his keynote at @ThingsExpo, Chris Matthieu, Director of IoT Engineering at Citrix and co-founder and CTO of Octoblu, focused on building an IoT platform and company. He provided a behind-the-scenes look at Octoblu’s platform, business, and pivots along the way (including the Citrix acquisition of Octoblu).
SYS-CON Events announced today that CA Technologies has been named “Platinum Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY, and the 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CA Technologies helps customers succeed in a future where every business – from apparel to energy – is being rewritten by software. From ...
SYS-CON Events announced today that Outlyer, a monitoring service for DevOps and operations teams, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Outlyer is a monitoring service for DevOps and Operations teams running Cloud, SaaS, Microservices and IoT deployments. Designed for today's dynamic environments that need beyond cloud-scale monitoring, we make monitoring effortless so you...
DevOps is being widely accepted (if not fully adopted) as essential in enterprise IT. But as Enterprise DevOps gains maturity, expands scope, and increases velocity, the need for data-driven decisions across teams becomes more acute. DevOps teams in any modern business must wrangle the ‘digital exhaust’ from the delivery toolchain, "pervasive" and "cognitive" computing, APIs and services, mobile devices and applications, the Internet of Things, and now even blockchain. In this power panel at @...
Cloud Expo, Inc. has announced today that Andi Mann and Aruna Ravichandran have been named Co-Chairs of @DevOpsSummit at Cloud Expo 2017. The @DevOpsSummit at Cloud Expo New York will take place on June 6-8, 2017, at the Javits Center in New York City, New York, and @DevOpsSummit at Cloud Expo Silicon Valley will take place Oct. 31-Nov. 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
In his session at @ThingsExpo, Steve Wilkes, CTO and founder of Striim, will delve into four enterprise-scale, business-critical case studies where streaming analytics serves as the key to enabling real-time data integration and right-time insights in hybrid cloud, IoT, and fog computing environments. As part of this discussion, he will also present a demo based on its partnership with Fujitsu, highlighting their technologies in a healthcare IoT use-case. The demo showcases the tracking of pati...