A MAJOR NEW PELORUS GROUP REPORT

LOCAL SEARCH: 

Redefining Yellow Pages

·        Yellow Pages: A Product - And Market - In Transition

·        Size Of Current Yellow Pages Market

·        Yellow Pages Vulnerability

·        Long-Term Yellow Pages Outlook

·        Types Of Local Search:  Search Engines, Printed Yellow Pages, IYP, Mobile Search, Local Search

·        Types Of Information Sought By Local Searchers

·        Factors Compelling Increased Use Of Local Search

·        Cross-Elasticity Of Local Search With Yellow Pages And Directory Assistance

·     Emerging Hot Trends In Local Search

·     Impact Of Laws Limiting Cell Phone Use

·     Disruptive Business Models

·     Technologies Impacting Local Search

·     How Local Search Threatens the Hegemony Of Wireless Carriers

·     Directional Advertising Media

·     Changing Small Business View Of Traditional Yellow Pages

·     Hierarchy Of Yellow Pages In Information Retrieval

·     Profiles Of Over 50 Key Players

·     Highly Detailed, Five-Year U.S. Market Projections

A Serious And Comprehensive Exploration Of The
Potential Impact Of Local Search

The PELORUS Group

Navigating Change In

Local Search and Yellow Pages

The Rise Of Local Search And Its Impact On Yellow Pages

Not so many years ago, major yellow pages publishers, both in the U.S. and in developed countries, reported revenue and associated earnings growth that were for the most part very consistent.  The advent of commonly used online search, and imminently poised-for-growth local search -- developments that are less than a decade old and increasingly impacting -- are altering that historic consistency.  

The result is that yellow pages companies in the United States are witnessing an inflection point, with their margins from the printed yellow pages product beginning to shrink.  The most important issue going forward is how the industry will cope with the need to maintain the strong profit margins that print has always provided, while at the same time adapting to the tsunami of electronic information delivery -- both online and mobile -- that consumers are increasingly relying upon, and that yellow pages clients are increasingly inclined to advertise in. 

These forces are resulting in the need for ongoing reappraisals - reappraisals that, going forward, will generate solutions that deliver new revenue growth, and profitability, in the yellow pages business.  "Local Search: Redefining Yellow Pages" offers a highly focused and unbiased appraisal of the five-year interconnected markets for local search and yellow pages.  How they affect each other, how they cannibalize each other, and how they generate new opportunities.

The PELORUS Group’s
“LOCAL SEARCH: Redefining Yellow Pages”
isolates and analyzes:

• The current status and five year outlook for yellow pages;
• Innovative business models that challenge consensus thought;
• Why mobile local search will open up the audience for new yellow pages services;
• Emerging technologies redefining yellow pages, and their implications for the market;
• Which new business models will create greater margins in the short term and new revenues in the long run;
• How to monetize mobile local search;
• Creating appropriate commercial content;
• The role of personalization and awareness;
• The reasons some carriers view the local search value proposition guardedly;
• Selling new local search services and demographic considerations - a moving target;
• How price levels are evolving, with their inevitable impact on usership, profit margins and revenues;
• Key players - markets pursued, strategies embraced, and growth issues to be resolved;
• The true scope and future of yellow pages;
• Highly detailed five-year market forecasts that directly correlate the impact of local search on yellow pages through 2012.

Table of Contents

EXECUTIVE SUMMARY

LOCAL SEARCH DEFINED

  Introduction And Scope Of Report

  What Is Mobile Local Search?

  Local Search Now Listed In Yellow Pages 

  Methods Of Access

    Screen Based Search

    Voice-Based Search

  Types Of Information Sought By Mobile Searchers

  Comparing Mobile Search and Online Search

  Obtaining More Than Basic Search Results

  Who Will Do Mobile Search

THE LOCAL SEARCH LANDSCAPE: ONLINE AND MoLo

  Overview

  Market Imperatives, Driving Forces - Consumers

  Mobile Phone/Device Ubiquity

  Mobile Phone/Device Capability

  The Perceived Need To Do It Now

  Impact Of Laws Limiting Cell Phone Use

IMPORTANT DEVELOPMENTS AND TRENDS FOR SEARCH

  Introduction

  Market Development

  Business Models

  Mobile Local Search User Views On Advertiser Paid Model

  Positioning Local Mobile Search For The Automobile

  More Ubiquitous Google Maps Availability

  The Looming And Lurking Presence Of Google

    Google Maps For Mobil

    More On Android And Open Handset Alliance

    The embracing Of Google By A Major Carrier - Implications For Search

  GPS Devices With Connectivity Features Enabling Search 

  Verizon Wireless Move To Open Standards

  The Impact Of The Apple iPhone

  Recent Company Moves To Position For Future Of Mobile Local Search

  The Device Front - Location Enabled Applications

  Emerging Potentially Hot Trends In Local Mobile Search

    Read Local Neighborhood News On A Map

    Local Neighborhood History Comes Alive While Touring

    A “Sleeper” Mobile Device From Amazon

  Cross-Elasticity Of Mobile Search With Free DA And Yellow Pages

TECHNOLOGY IMPACTING LOCAL SEARCH

  Overview

  Technology Is Impacting Hegemony Of Wireless Carriers

  SMS, WAP, And Downloadable Applications

  Bluetooth Overview Including Security Concerns

  Search And Related Technology Terms - Definitions

    Binary Runtime Environment For Wireless (BREW)

    Cascading Style Sheets (CSS)

    DotMobi (.Mobi)

    Hypertext Markup Language (HTML)

    Mobile Browser

    Resource Description Framework

    Semantic Web

    Uniform Resource Identifiers (URIs)

    Wireless Application Protocol (WAP)

    Web Browser

    Wireless Markup Language (WML)

    Extensible HyperText Markup Language (XHTML)

    Extensible Markup Language (XML)

YELLOW PAGES - A PRODUCT IN TRANSITION

  Introduction 

  Background On Yellow Pages Usage

  Directional Advertising Media

  Yellow Pages Vulnerability

  Industry Pundit Observation 

  Yellow Pages Outlook a Decade From Now

  Electronic Yellow Pages

  Characteristics, Size, And Usage Of U.S. Yellow Pages Market

  Recent Small Business View Of Traditional Yellow Pages

  Entree For Yellow Pages Publishers To Retain Small Business Revenues 

  Hierarchy of Yellow Pages In Information Retrieval

  Structural Changes - Achieving Balance And Harmony

COMPANY PROFILES - MAJOR PLAYERS

  Introduction

  Yellow Pages Providers/Print And Online

    AT&T (Directory Publishing And YELLOWPAGES.COM)

    Idearc

    R.H. Donnelley

    The Berry Company (In Process Of Divesting From AT&T)

    WhitePages.com

  Yell Group

  Yellow Book USA

  Yellow Pages Income Fund

  Mobile Local Search Providers

    AOL Mobile Search 

    ChaCha

    ClickableCity Directory

    1-800-San-Diego

    FastCall 411 Mobile 

    Google

      Acquisition Of DoubleClick

       Privacy

    Jingle Networks 

    Microsoft - TellMe

    Verizon (800-The-Info)

    Verizon LiveSource

    Yahoo!

  Local Search-Related Solutions Enablers

    Acxiom - Customer And Data Information Management

    Apptera - Enable Self-Provisioned Search Services

    AskMeNow - Language, SMS Based Introduction Platform For Search 

    AtlasCT - Worldwide Mapping Solutions 

    Boopsie - Software Search Solutions Provider 

    Call Genie - DA Voice-Enabled Category Search

    Cellfire

    Cellfish - Save Photos And Images From Cell Phone To The Web

    CellWand - Mobile Search Solutions Providers

    deCarta - Provides Location-Based Software To Enable LBS Applications

    Dial Directions - Free Phone Service For Driving Directions

    Info - News, Sports, And Weather Information

By Text Messaging

    iCrossing - Enhance Advertiser’s Web Visibility

    Intelligent Spatial Technologies

    JumpTap - Mobile Search Solutions Providers

    Local.com    Localeze Systems To Collect And Distribute Rich Information On

    Local Matters Local Directory Search And Technology (Platform Providers)

LogicTree

    Medio Systems Mobile Search, Advertising Provider - Carriers own the search

    m-Spatial - Software For Accessing Information In User’s Local Area

    MerchantCircle - Search Engine Marketing (SEM)

    MobileGates Provider Of Location-Based Search Solutions, Voice And Online

    mobilePeople - Mobile Mapping Services 

    Mobile Content Networks (MCN) - Search Management Solution 

    Netxentry (WebForPhone) - Mobile Search Solutions Providers

    Nuance Communications

    PhoneSpots (now Call Genie) - Enables Phone Listings W/Contextual Advertising To Mobile Phones

    Promptu - Spoken Search Solution

    Soleo Communications

    uLocate Communications - Application Provider Of LBS

    UpSNAP - Free Mobile Search and Content Services

    Urban Mapping (UMI)

    V-ENABLE - Provider Of Mobile Voice Search Solutions

    vlingo - Adaptive Hierarchical Speech Recognition Product

    VoiceSignal (Now Nuance Communications)

    VoltDelta - DA/Operator Services Platform Solutions

    Weblistic - Delivers Leads To Local Businesses Using Search Engine Marketing

    YojoMobile - Create Mobile Services That Are Practical And Entertaining

  Mobile Search/Ad Engine Providers/Pay Per Call Ad Solutions

    AdMob -- Connects Advertisers With Mobile Publishers

    go2 Media/go2 - go2 Mobile-Phone Accessed Websites Owner

    Ingenio (now AT&T)

MARKET TRENDS AND FORECAST:
2007 TO 2012

  Introduction

  Trends And Assumptions

    Continuing Growth of Wireless

  Background Analysis Of Advertising Trends

  Revenues Of Printed Yellow Pages

  Revenues Of Online Yellow Pages

  Revenues Of Printed And Online Yellow Pages

  Relative Size Of Local (Online and Mobile) Search And Printed Yellow Pages 

  Mobile And Online Search Impact On Printed Yellow Pages

  Change In U.S. Advertising Dollars Spent From 2006 To 2007

  Printed Yellow Pages Revenues - 2007 To 2012

  Online Yellow Pages Revenues - 2007 To 2012

  Total Revenues of Printed And Online Yellow Pages - 2007 To 2012

  Percent Of Local Search By Source - 2007 To 2012

  Revenues Of Printed Yellow Pages - 2007 To 2012

  Printed Yellow Pages As Percent Of Overall U.S. Advertising Spend

  Final Thought

About The Authors

With over 30 years of experience in finance, information technologies, and telecommunications, Mr. Hodnett is responsible for the company’s consulting practice and research offerings.  His skill set includes business planning, financial analysis, network design and project management.  He is the author of several highly acclaimed industry reports, including "Mobile Banking" and "Alternative Payments".

Prior to joining The PELORUS Group, Mr. Hodnett provided financial consulting and cost analysis to clients of Ernst and Young.  In this capacity, Mr. Hodnett utilized financial models to forecast expected payouts and returns for various offers.  Before then, Mr. Hodnett was with AT&T where he held positions in finance, regulatory and government affairs, investor relations and network management, performance and engineering. 

Mr. Hodnett received his MBA, with a concentration in Finance, from the Wharton School of the University of Pennsylvania and his Bachelor of Science degree in Industrial Engineering from Stanford University.

Editor Al Fross has researched and written about the prepaid arenas for three decades.  He has edited and published many groundbreaking studies, including The PELORUS Group’s “Prepaid Wireless” and “Future Of Prepaid Telephony” reports.  He holds an MBA in Finance from Rutgers University.

The PELORUS Group

Navigating Change In Local Search and Yellow Pages

The PELORUS Group is a market research, business planning, and competitive intelligence firm.  Its charter is to provide strategic insight for its worldwide base of clientele.  Its challenge is to veer away from consensus research, and expose the myths within key telecommunications and information services industries.

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