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TABLE OF CONTENTS

CHAPTER 1:  Executive Summary

  1.1  Introduction

  1.2  Telephone Number Inquiry (TNI) Service

  1.3  Enhanced Directory Assistance (EDA) Services

  1.4  Proposed Directory Information Services (DIS)

  1.5  Proposed Concierge Services

  1.6  Proposed Alert Services

  1.7  Marketing Issues  
    

CHAPTER 2:  Methodology and Environmental Variables

  2.1  Introduction

  2.2  Research Methodology

  2.3  Service Classifications

  2.4  Report Definitions

  2.5  Project Leadership

  2.6  Respondent Characteristics

    2.6.1  Gender Distribution

    2.6.2  Age Distribution

    2.6.3  Education Distribution

    2.6.4  Household Income Distribution

    2.6.5  Geographic Distribution

  2.7  Carrier Information

    2.7.1  Carrier Distribution

    2.7.2  Carrier Environmental Analysis

      2.7.2.1  Carrier Participant Gender Analysis

      2.7.2.2  Carrier Participant Age Analysis

      2.7.2.3  Carrier Participant Income Analysis

      2.7.2.4  Carrier Participant Education Analysis

  2.8  Conclusions
   

CHAPTER 3:  Telephone Number Inquiry Service

   3.1  Introduction

   3.2  Target Market

   3.3  Usage Frequency

   3.4  Call Volume and Revenue Estimates

   3.5  Call Charge

   3.6  Conclusions
    

CHAPTER 4:  Enhanced DA Services

  4.1  Introduction

  4.2  Enhanced DA Services

    4.2.1  Weather Conditions Service

    4.2.2  Movie Listing Service

    4.2.3  Driving Directions Service

    4.2.4  Sports Scores Service

    4.2.5  Local Event Information Service

    4.2.6  Stock Quote Service

    4.2.7  Horoscope Service

    4.2.8  Lottery Information Service

  4.3  Pricing Issues

    4.3.1  Call Charge Effect

    4.3.2  Flat Rate Pricing

    4.3.3  Advertising Price Discount

  4.4  Message Delivery Issues

  4.5  Target Market

    4.5.1  Natural Service Bundles

    4.5.2  Multiple Service Adoption

  4.6  Conclusions
    

CHAPTER 5:  DIS Services

  5.1  Introduction

  5.2  DIS Services

    5.2.1  DIS Driving Directions Service

    5.2.2  DIS Business Type Locator Service

    5.2.3  DIS What’s Nearby Service

    5.2.4  DIS Yellow Page Information Service

    5.2.5  DIS Restaurant Review Service

    5.2.6  DIS Movie Review Service

    5.2.7  DIS Nearest WIFI Location Service

  5.3  Target Market

    5.3.1  Multiple Service Adoption

    5.3.2  Natural Service Bundles

    5.3.3  Service Correlations

  5.4  Conclusions
    

CHAPTER 6:  Concierge Services

  6.1  Introduction

  6.2  Concierge Services

    6.2.1  Making Dinner Reservations

    6.2.2  Purchasing Movie Tickets

    6.2.3  Purchasing Concert/Show Tickets

    6.2.4  Purchasing Sporting Event Tickets

  6.3  Multiple Service Adoption

  6.4  Conclusions
   

CHAPTER 7:  Alert Services

  7.1  Introduction

  7.2  Alert Services

    7.2.1  Automatic Traffic Alert Service

    7.2.2  Automatic Weather Alert Service

  7.3  Multiple Service Adoption

  7.4  Conclusions
  

CHAPTER 8:  Marketing Issues

  8.1  Introduction

  8.2  Location Based Services

  8.3  Landline Service Compatibility

  8.4  Competitive Assessment

  8.5  Target Market Issues

    8.5.1  Environment Differences

  8.6  Conclusions
   
LIST OF FIGURES
Figure 1.1   TNI Users' EDA Services Adopters
Figure 1.2    EDA 2006 Call Volume Estimates 
Figure 1.3    EDA 2006 Revenue Estimates 
Figure 1.4    TNI Users’ DIS Service Adopters
Figure 1.5    DIS 2006 Call Volume Estimates
Figure 1.6    DIS 2006 Revenue Estimates
Figure 1.7    TNI User Value Of Concierge Services
Figure 1.8    TNI Users Alert Service Adopters
Figure 1.9    TNI Users’ Interest In Location-Based Services
Figure 3.1    Usage Frequency Telephone Number Inquiry Services
Figure 3.2    $1.25 Call Charge Deterrent
Figure 4.1    EDA Service Awareness
Figure 4.2    Usage Frequency Weather Conditions Service

Figure 4.3    Usage Frequency Movie Listing Service
Figure 4.4    Usage Frequency Driving Directions Services
Figure 4.5    Usage Frequency Sports Scores Services
Figure 4.6    Usage Frequency Local Event Information Service
Figure 4.7    Usage Frequency Stock Quote Service
Figure 4.8    Usage Frequency Horoscope Service
Figure 4.9    Usage Frequency Lottery Information Service
Figure 4.10  $1.25 Call Charge Deterrent
Figure 4.11  Advertising Price Discount
Figure 4.12  EDA Service Adoption
Figure 4.13  TNI Users’ EDA Service Adopters
Figure 4.14  EDA 2006 Call Volume Estimates

Figure 4.15  EDA 2006 Revenue Estimates
Figure 5.1    Estimated DIS Service Adoption Rates
Figure 5.2    Usage Frequency DIS Driving Directions Service
Figure 5.3    Usage Frequency Business Type Locator Service
Figure 5.4    Usage Frequency DIS What’s Nearby Service
Figure 5.5    Usage Frequency DIS Yellow Page Service
Figure 5.6    Usage Frequency DIS Restaurant Review Service
Figure 5.7    Usage Frequency DIS Movie Review Service
Figure 5.8    Usage Frequency DIS Nearest WIFI Location Service
Figure 5.9    DIS Service Adoption
Figure 5.10  TNI Users’ DIS Service Adopters
Figure 5.11  DIS 2006 Call Volume Estimates
Figure 5.12  DIS 2006 Revenue Estimates
Figure 6.1    Concierge Services User Value
Figure 6.2    Concierge Services Billing for Purchasing Movie Tickets
Figure 6.3    Concierge Services Billing for Purchasing Show/Concert Tickets
Figure 6.4    Concierge Services Billing for Purchasing Sporting Event Tickets
Figure 6.5    Concierge Services Multiple Service Interest
Figure 6.6    TNI User Value Concierge Services
Figure 7.1    Automatic Traffic Alert Service Potential TNI User Adoption
Figure 7.2    Automatic Traffic Alert Service Message Delivery Options
Figure 7.3    Automatic Weather Alert Service Potential TNI User Adoption
Figure 7.4    Automatic Weather Alert Service Message Delivery Option
Figure 7.5    TNI Users Alert Service Adopters
Figure 8.1    Location Services User Interest
Figure 8.2    Importance of Landline Phone Compatibility
Figure 8.3    Automatic Traffic Alert Service Potential TNI User Adoption
Figure 8.4    TNI Users’ Interest in Location-Based Services
LIST OF GRAPHS

Graph 4.1    EDA Services Flat Rate Adoption

Graph 5.1    Surcharge DIS Driving Directions Service

Graph 5.2    Surcharge DIS Business Type Locator Service

Graph 5.3    Surcharge DIS What’s Nearby Service
Graph 5.4    Surcharge DIS Yellow Page Information Service
Graph 5.5    Surcharge DIS Restaurant Review Service
Graph 5.6    Surcharge DIS Movie Review Service
Graph 5.7    Surcharge DIS Nearest WIFI Location Service
Graph 6.1    Concierge Services Surcharge for Making Dinner Reservations
Graph 6.2    Concierge Services Surcharge for Purchasing Movie Tickets
Graph 6.3    Concierge Services Surcharge on Obtaining Concert/Show Tickets
Graph 6.4    Concierge Services Surcharge on Obtaining Sporting Event Tickets

LIST OF TABLES
Table 1.1     TNI User Frequency

Table 1.2     TNI Call Charge
Table 1.3     EDA Services User Awareness 
Table 1.4     EDA Services Adoption Rate 
Table 1.5     EDA Call Charge
Table 1.6     DIS Services Adoption Environmental Variable Impact
Table 1.7     Reasonable DIS Service Surcharges

Table 1.8     TNI Users’ View Of Alternatives

Table 2.1     Gender Distribution

Table 2.2     Age Distribution

Table 2.3     Education Distribution

Table 2.4     Household Income Distribution

Table 2.5     State to Geographic Region Mapping
Table 2.6     Geographic Region Distribution

Table 2.7     Wireless Provider Distribution
Table 2.8     Carrier Participant Gender Analysis
Table 2.9     Carrier Participant Age Analysis
Table 2.10   Carrier Participant Household Income Analysis
Table 2.11   Carrier Participant Education Analysis
Table 3.1     Expected User Frequency by Age
Table 3.2     Call Charge Versus Usage

Table 3.3     TNI User Frequency
Table 3.4     TNI Call Charge
Table 4.1     Awareness and Adoption Weather Conditions Service
Table 4.2     Service Statistics Weather Conditions Service
Table 4.3     Awareness And Adoption Move Listing Service
Table 4.4     Service Statistics Movie Listing Service
Table 4.5     Awareness and Adoption Driving Directions Service
Table 4.6     Service Statistics Driving Directions Service
Table 4.7     Awareness and Adoption Sports Scores Service
Table 4.8     Service Statistics Sport Scores Service
Table 4.9     Awareness and Adoption Local Event Information Service

Table 4.10   Service Statistics Local Event Information Service
Table 4.11   Awareness and Adoption Stock Quote Service
Table 4.12   Service Statistics Stock Quote Service
Table 4.13   Awareness and Adoption Horoscope Service
Table 4.13   Service Statistics Horoscope Service
Table 4.14   Awareness and Adoption Lottery Information Service
Table 4.15   Service Statistics Lottery Information Service
Table 4.16   $1.25 Call Charge Analysis
Table 4.17   Flat Rate by Type of User

Table 4.18   Advertising Discount by Call Charge
Table 4.19   EDA Service Correlations
Table 4.20   EDA Service User Awareness
Table 4.21   EDA Services Adoption Rates
Table 4.22   EDA Call Charge
Table 5.1     Services Statistics DIS Driving Directions Service
Table 5.2     Effect of DIS Driving Directions Compared to EDA Version
Table 5.3     Service Statistics DIS Business Type Locator Service
Table 5.4     Service Statistics DIS What’s Nearby Service
Table 5.5     Service Statistics DIS Yellow Page Information Service
Table 5.6     Service Statistics DIS Restaurant Review Service

Table 5.7     Service Statistics DIS Movie Review Service
Table 5.8     Service Statistics DIS Nearest WIFI Location Service
Table 5.9     Interest in Both EDA and DIS Services
Table 5.10   Potential DIS Service Correlations
Table 5.11   EDA Services/DIS Services Correlations
Table 5.12   DIS Services Adoption Environment Variable Impact

Table 5.13   Reasonable DIS Service Surcharges

Table 7.1     Combined Alert Services Interest
Table 7.2     Alert Services Adoption Comparison
Table 8.1     Stored Discount Coupon Versus Location-Based Services
Table 8.2     Store Advertising Alert Versus Location-Based Services
Table 8.3     Store Services Interrelationship
Table 8.4     TNI Users’ View of Alternatives
Table 8.4     Landline Compatibility Price Sensitivity
Table 8.5     Price Sensitivity Effects On Alternative Access

APPENDIX

APPENDIX A

Table A.1    TNI Users’ Frequency Versus Gender
Table A.2    TNI Users’ Frequency Versus Age
Table A.3    TNI Users’ Frequency Versus Education Level
Table A.4    User Frequency Versus Household Income
Table A.5    TNI Users’ Frequency Versus Geographic Region
Table A.6    TNI Users’ Frequency Versus Carrier
Table A.7    DA $1.25 Call Charge Versus Gender
Table A.8    DA $1.25 Call Charge Versus Age
Table A.9    DA $1.25 Call Charge Versus Education Level
Table A.10  DA $1.25 Call Charge Versus Household Income
Table A.11  DA $1.25 Call Charge Versus Geographic Region
Table A.12  DA $1.25 Call Charge Versus Carrier
APPENDIX B
Table B.1    EDA Services Awareness Versus Gender (Part 1)
Table B.1    EDA Services Awareness Versus Gender (Part 2)
Table B.2    EDA Services Awareness Versus Age (Part 1)
Table B.2    EDA Services Awareness Versus Age (Part 2)
Table B.3    EDA Services Awareness Education Level (Part 2)
Table B.4    EDA Services Awareness Household Income (Part 1)

Table B.4    EDA Services Awareness Household Income (Part 2)
Table B.5    EDA Services Awareness Regions
Table B.5    EDA Services Awareness Education
Table B.6    EDA Services Awareness Carrier (Part 1)
Table B.6    EDA Services Awareness Carrier (Part 2)
Table B.7    Gender Versus EDA Services Awareness
Table B.8    Age Versus EDA Services Awareness
Table B.9    Education Level Versus EDA Services Awareness
Table B.10  Household Income Versus EDA Services Awareness (Part 1)
Table B.10  Household Income Versus EDA Services Awareness (Part 2)
Table B.11  Region Versus EDA Services Awareness (Part 1)

Table B.11  Region Versus EDA Services Awareness (Part 2)
Table B.12  Carrier Versus EDA Service Awareness
Table B.13  EDA Services Adoption Versus Gender (Part 1)
Table B.13  EDA Services Adoption Versus Gender (Part 2)
Table B.14  EDA Services Adoption Versus Age (Part 1)
Table B.14  EDA Services Adoption Versus Age (Part 2)
Table B.15  EDA Services Adoption Versus Education Level (Part 1)
Table B.15  EDA Services Adoption Versus Education Level (Part 2)
Table B.16  EDA Services Adoption Versus Household Income (Part 1)
Table B.16  EDA Services Adoption Versus Household Income (Part 2)
Table B.17  EDA Services Adoption Versus Region (Part 1)
Table B.17  EDA Services Adoption Versus Region (Part 2)
Table B.18  EDA Services Adoption Versus Carriers (Part 1)
Table B.18  EDA Services Adoption Versus Carriers (Part 2)
Table B.19  EDA Call Charge Versus Gender
Table B.20  EDA Call Charge Versus Age
Table B.21  EDA Call Charge Versus Education Level
Table B.22  EDA Call Charge Versus Household Income
Table B.23  EDA Services Adoption Versus Carriers
Table B.24  EDA Call Charge Versus Carriers
APPENDIX C
Table C.1    DIS Services Adoption Versus Gender (Part 1)
Table C.1    DIS Services Adoption Versus Gender (Part 2)
Table C.2    DIS Services Adoption Versus Age (Part 1)
Table C.2    DIS Services Adoption Versus Age (Part 2)
Table C.3    DIS Services Adoption Versus Education Level (Part 1)
Table C.3    DIS Services Adoption Versus Education Level (Part 2)
Table C.4    DIS Services Adoption Versus Household Income (Part 1)
Table C.4    DIS Services Adoption Versus Household Income (Part 2)
Table C.5    DIS Services Adoption Versus Region (Part 1)
Table C.5    DIS Services Adoption Versus Region (Part 2)
Table C.6    DIS Services Adoption Versus Carrier (Part 1)
Table C.6    DIS Services Adoption Versus Carrier (Part 2)
APPENDIX D
Table D.1