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
Charles Araujo is an industry analyst, internationally recognized authority on the Digital Enterprise and author of The Quantum Age of IT: Why Everything You Know About IT is About to Change. As Principal Analyst with Intellyx, he writes, speaks and advises organizations on how to navigate through this time of disruption. He is also the founder of The Institute for Digital Transformation and a sought after keynote speaker. He has been a regular contributor to both InformationWeek and CIO Insight...
One of the biggest challenges with adopting a DevOps mentality is: new applications are easily adapted to cloud-native, microservice-based, or containerized architectures - they can be built for them - but old applications need complex refactoring. On the other hand, these new technologies can require relearning or adapting new, oftentimes more complex, methodologies and tools to be ready for production. In his general session at @DevOpsSummit at 20th Cloud Expo, Chris Brown, Solutions Marketi...
At the keynote this morning we spoke about the value proposition of Nutanix, of having a DevOps culture and a mindset, and the business outcomes of achieving agility and scale, which everybody here is trying to accomplish," noted Mark Lavi, DevOps Solution Architect at Nutanix, in this SYS-CON.tv interview at @DevOpsSummit at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
HyperConvergence came to market with the objective of being simple, flexible and to help drive down operating expenses. It reduced the footprint by bundling the compute/storage/network into one box. This brought a new set of challenges as the HyperConverged vendors are very focused on their own proprietary building blocks. If you want to scale in a certain way, let's say you identified a need for more storage and want to add a device that is not sold by the HyperConverged vendor, forget about it...
"IBM is really all in on blockchain. We take a look at sort of the history of blockchain ledger technologies. It started out with bitcoin, Ethereum, and IBM evaluated these particular blockchain technologies and found they were anonymous and permissionless and that many companies were looking for permissioned blockchain," stated René Bostic, Technical VP of the IBM Cloud Unit in North America, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Conventi...
In this presentation, you will learn first hand what works and what doesn't while architecting and deploying OpenStack. Some of the topics will include:- best practices for creating repeatable deployments of OpenStack- multi-site considerations- how to customize OpenStack to integrate with your existing systems and security best practices.
Michael Maximilien, better known as max or Dr. Max, is a computer scientist with IBM. At IBM Research Triangle Park, he was a principal engineer for the worldwide industry point-of-sale standard: JavaPOS. At IBM Research, some highlights include pioneering research on semantic Web services, mashups, and cloud computing, and platform-as-a-service. He joined the IBM Cloud Labs in 2014 and works closely with Pivotal Inc., to help make the Cloud Found the best PaaS.
The “Digital Era” is forcing us to engage with new methods to build, operate and maintain applications. This transformation also implies an evolution to more and more intelligent applications to better engage with the customers, while creating significant market differentiators. In both cases, the cloud has become a key enabler to embrace this digital revolution. So, moving to the cloud is no longer the question; the new questions are HOW and WHEN. To make this equation even more complex, most ...
As you move to the cloud, your network should be efficient, secure, and easy to manage. An enterprise adopting a hybrid or public cloud needs systems and tools that provide: Agility: ability to deliver applications and services faster, even in complex hybrid environments Easier manageability: enable reliable connectivity with complete oversight as the data center network evolves Greater efficiency: eliminate wasted effort while reducing errors and optimize asset utilization Security: implemen...
As data explodes in quantity, importance and from new sources, the need for managing and protecting data residing across physical, virtual, and cloud environments grow with it. Managing data includes protecting it, indexing and classifying it for true, long-term management, compliance and E-Discovery. Commvault can ensure this with a single pane of glass solution – whether in a private cloud, a Service Provider delivered public cloud or a hybrid cloud environment – across the heterogeneous enter...
DXWorldEXPO LLC announced today that Kevin Jackson joined the faculty of CloudEXPO's "10-Year Anniversary Event" which will take place on November 11-13, 2018 in New York City. Kevin L. Jackson is a globally recognized cloud computing expert and Founder/Author of the award winning "Cloud Musings" blog. Mr. Jackson has also been recognized as a "Top 100 Cybersecurity Influencer and Brand" by Onalytica (2015), a Huffington Post "Top 100 Cloud Computing Experts on Twitter" (2013) and a "Top 50 C...
Evan Kirstel is an internationally recognized thought leader and social media influencer in IoT (#1 in 2017), Cloud, Data Security (2016), Health Tech (#9 in 2017), Digital Health (#6 in 2016), B2B Marketing (#5 in 2015), AI, Smart Home, Digital (2017), IIoT (#1 in 2017) and Telecom/Wireless/5G. His connections are a "Who's Who" in these technologies, He is in the top 10 most mentioned/re-tweeted by CMOs and CIOs (2016) and have been recently named 5th most influential B2B marketeer in the US. H...
In a world where the internet rules all, where 94% of business buyers conduct online research, and where e-commerce sales are poised to fall between $427 billion and $443 billion by the end of this year, we think it's safe to say that your website is a vital part of your business strategy. Whether you're a B2B company, a local business, or an e-commerce site, digital presence is key to maintain in your drive towards success. Digital Performance will take priority in 2018 for the following reason...
Your homes and cars can be automated and self-serviced. Why can't your storage? From simply asking questions to analyze and troubleshoot your infrastructure, to provisioning storage with snapshots, recovery and replication, your wildest sci-fi dream has come true. In his session at @DevOpsSummit at 20th Cloud Expo, Dan Florea, Director of Product Management at Tintri, provided a ChatOps demo where you can talk to your storage and manage it from anywhere, through Slack and similar services with...
"This week we're really focusing on scalability, asset preservation and how do you back up to the cloud and in the cloud with object storage, which is really a new way of attacking dealing with your file, your blocked data, where you put it and how you access it," stated Jeff Greenwald, Senior Director of Market Development at HGST, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.