The overarching goal of this report is to provide an actionable understanding of the current wireless 411 Directory Assistance market, as well as the evolving DIS markets.  Emphasis is placed on providing the information necessary to develop successful sales and marketing strategies.  The survey results:

Ÿ        Detail the specific research methodology employed and provide a thorough description of the respondents.  Specifically,

-         Describe the research methodology;

-         Identify which carriers the respondents use;

-         Analyze the respondents’ characteristics in terms of their demographic, economic, and geographic distributions.

Ÿ        Provide insight into current consumer usage of wireless 411 Directory Assistance telephone inquiry service.  Specifically,

-         What will service usage be?

-         Is the per call fee a deterrent to greater usage?

-         Can a target market based on the respondents’ characteristics be identified?

Ÿ        Generate an appreciation of current information service usage offered by wireless 411 Directory Assistance.  Specifically,

-         How aware are consumers of the currently offered information services?

-         What will service usage be – Is there an identifiable target market?

-         Is there any interest in a flat rate service for unlimited monthly usage – if so, what is that rate?

-         Will consumers react positively to listening to a short advertisement for a reduced call charge?

-         In general how do consumers want to receive information from the service (i.e. from the Operator, text message, etc.) and specifically for a driving direction service how do consumer want to receive this information?

-         What is a good estimate of future revenues based on services that consumers are currently aware of?

-         What would the future revenue potential be if more consumers were aware of the other currently offered information services?

-         Are there natural service bundles?

-         Is there a good segmentation of the current users?

Ÿ        Provide a more comprehensive and granular understanding of the proposed wireless 411 DIS that could be offered.  Specifically,

-         What will service usage be – Is there an identifiable target market?

-         What is a good estimate of future revenues?

-         How interested are consumers in location-based services?

-         How do consumers want to receive alert information from a traffic or weather alert service?

-         Are there natural service bundles?

-         How do these proposed information services map into the current user segmentation?

Ÿ        Drill down into proposed concierge type services that could be offered by wireless 411 Directory Information Services.  Specifically,

-         How interested would consumers be in using these new proposed concierge services?

-         Is a surcharge above the $1.25 for a concierge service that enables a consumer to obtain show/concert/sporting tickets reasonable?  If so, what is the rate and how would the consumer prefer to be billed for this service?

-         Is a surcharge above the $1.25 for a concierge service that makes a dinner reservation for a consumer reasonable?  If so, what is the rate?

-         How do consumers want to receive alert information from a traffic or weather alert service?

-         How do these concierge services map into the current user segmentation?

Ÿ        Explore user perspectives of, and attitudes toward, future capabilities. Specifically

-         How interested would consumers be in having the service proactively transmit store discounts and sales notifications to the consumer?

-         How interested is the consumer in having the same capabilities on his landline phone as he has on his wireless phone?

-         What is the consumers’ preference between receiving these information services from 411 Directory Information Service or from search engines like Google or Yahoo?

Research Methodology

The analysis presented in this study is based on a primary market research online survey of 600 consumers undertaken in December 2005.  The selection criteria for a respondent’s inclusion in the study were that the potential respondent currently has and uses a cell phone and over the last year called 411 Directory Assistance from his/her cell phone to get a telephone number.

Respondent Characteristics

Environmental data was collected on each respondent to investigate whether any single or combination of these variables could provide target market understanding or segmentation cluster identification.  The following environmental variables were examined and are reported on: specific carrier proving wireless service, gender, age, education level, household income, and respondent’s geographic location.