We’ve blogged recently about increased consumer usage of mobile devices such as Apple’s iPad and Google’s Android phones, and how Yellow Pages companies need to continue to create innovative mobile offerings in order to capture additional leads for their local business customers.
And now this week, Amazon, the popular online retailer, is making headlines for passing its own digital milestone—one that further emphasizes the need for our industry to embrace rapid consumer adoption of mobile offerings.
While the company did not disclose how paperback sales compare with e-book sales—paperback sales are likely still higher than e-book sales—it did note that it took just 33 months since the Kindle’s introduction for its sales to surpass hardcover sales, despite the fact the company has sold hardcover books for 15 years.
I doubt that Amazon will be pulling hardcover books off the site anytime soon, but clearly digital has momentum. Likewise, we still find our print directories to be a trusted and referenced tool for ready to buy consumers – and they will continue to be. But I’m proud of our industry’s efforts so far this year in developing new offerings in the digital and mobile space, including adding new local social search sites and social networking channels, partnering with major search engines and local directories, launching SEO/SEM program and mobile apps, and so on. I think today’s news is additional indication that we’re moving in the right direction in quickly adapting our business strategies to take advantage of opportunities in the mobile space.
Over the past months, we’ve seen Yellow Pages companies launch apps for mobile devices for iPhone, Android and other wireless platforms that help local searchers find business information on the go.
It seems like much of the attention has been focused around the apps developed for iPhone and iPad. But the buzz about Android continues to grow, suggesting that we can’t forget about other mobile operating systems.
Consider this new data from comScore I saw at fortune.com: Android had some significant gains in market share between February and May of this year, moving from 9% to 13% of smartphone subscribers. That’s the biggest jump of any platform – in fact, all the other mobile platforms (RIM, Apple, Microsoft, and Palm) lost some share during that some time period.
And according to the comScore numbers, mobile is hot all around. By the end of May, 49.1 million people in the U.S. owned smartphones – that’s up 8.1% from the previous period. Despite losing share to Google Android, most smartphone platforms continue to gain subscribers as the smartphone market overall continues to grow.
This growth presents plenty of opportunity to local search companies. As we know, new features and hardware are constantly emerging that drive people to download the next great OS or purchase a new device. We have to keep up with these trends, understand how consumers use mobile so that we continue to be the most trusted, most accurate, and most convenient source to find a local business when you need it.
YPG’s app—which comes on the heels of the company’s announcement in May that its mobile apps have attracted one million downloads—features business and residential search, reverse phone look-up, local proximity-based search and a “favorites” tool. Additionally, users can view video clips on participating merchants’ pages and share listing results with others via e-mail or text message.
Greg Sterling at Screenwerk also notes that the app links to other YPG properties including Urbanizer, Restuarantica and RedFlagDeals.com.
You can download YPG’s iPad app here. It’s great to see that a growing number of our members are embracing this exciting new technology and creating added value for both our local business clients and consumers.
One of the interesting features of the app is the integrated information/maps split screen view—tailor-made for iPad—which generates results that feature expandable pushpin tags for each business. Users can tap pushpins for more information about a business, read reviews, get driving directions by Google Maps, or click through to a business’ website. The new app joins the company’s existing portfolio of yellowbook.com mobile web apps for Android, iPhone, BlackBerry, and other wireless platforms.
iPad users here at the Conference are looking forward to downloading these apps and trying them out. It’s exciting that our members are taking advantage of this great opportunity to create new advertising opportunities on one of the hottest new devices this year.
Local mobile search leader Avantar, a sister company to Yellow Pages Directories, announced the first Yellow Pages app for iPad. Based on the screenshots on their Web site, it appears the app allow users to seamlessly search for local businesses based on various categories, share their results, review and add reviews and ratings, as well as view locations on a map. The app will join Avantar’s suite of mobile apps, which now operate on iPhone, iPod Touch, and Android devices.
Additionally, Yellow Magic, which currently offers Yellow Pages apps for iPhone and iPod Touch, also introduced a new iPad app to its mobile portfolio. Interestingly, Yellow Magic apps include “all facets of the printed directory including covers, community pages, tabs, indexes…etc…” so that, “all elements and advantages of the printed book are retained with the added benefit of it all being searchable.” According to the company, this approach satisfies younger demographics who are increasingly using digital devices when searching for neighborhood business information.
I’m thrilled that Yellow Pages is taking part in the launch of yet another platform for local search. Our involvement shows our industry’s ability to leverage the latest trends to deliver real results for our business customers and the consumers who use our products.
In my “Locals Only” column this month, I discuss the impact of recent announcements by major tech, online, and mobile companies regarding their plans for local search:
In mid-January, Google’s Mobile division announced that it is upgrading its search engine on Android-powered devices and the iPhone to present results reflective of the current or last locations of it users, while Twitter began testing a local trends tool which allows users to see trends in their local countries and cities in addition to those for the entire site.
According to a recent patent submission, Yahoo is in the process of developing a mobile local search application that will take into account a user’s location, the time of day, information in the user’s calendar, past behaviors, weather, social networking data, information about the proximity of a social contact, and other data when providing results.
AT&T told Forbes about its plans to launch buzz.com, a new local social search site that will reportedly let users poll their friends and ask experts for advice about different nearby businesses.
And Apple announced its new iPad tablet, which incorporates iPhone apps, Google Maps, a built-in compass, WiFi, and wireless data capabilities – allowing users to access location-based information from wherever they are.
With so much change, I think it’s important to reflect on how these new technologies and services will affect our industry— and what our small business clients will need to do to keep up.
There’s no doubt that as media continues to fragment, and marketing tools become more complicated and sophisticated, many opportunities and challenges lies ahead for the small business owner.
For my thoughts, check out my Search Engine Land column here.
In his presentation, Jobs noted that the iPad will support the iTunes store, most applications already available in its App Store, as well as a new iBookstore with books from major and independent publishers. The iPad will also feature Wi-Fi and Bluetooth Internet connectivity and include an option for unlimited wireless data through AT&T.
With all the excitement surrounding the tablet, I’m eager to see what Yellow Pages companies develop to take advantage of this new technology. YP companies are already changing the ways we search for information online and via mobile. I can only imagine the possibilities that tablets will bring by providing YP clients with a greater ability to share dynamic content with their target consumers, wherever they are.
I think it’s fair to say that the newspaper industry held its breath for a few moments this week as Amazon unveiled the Kindle DX, an oversized version of its portable electronic book reader.
Right now, there are many limitations on Kindle devices that prevent it from being a versatile local search tool. But change is on the way.
Rumors are swirling about a new netbook from Apple, something possibly like an oversized iPod Touch in collaboration with Verizon. Meanwhile, Microsoft will be releasing the ZuneBook, a portable Windows 7 mobile device.
These new entries from Apple and Microsoft will add even more flexibility, with color displays and a host of features and applications.
Consumers are already using local search tools right from their mobile devices. But the new level of sophistication these portable devices will offer is sure to change the local search industry – again.
I can certainly imagine, for example, full versions of our print directories appearing on the Kindle DX, or ZuneBook, or the unannounced Apple device. I’m not sure yet what this looks like, or how it works, but the possibilities seem endless to me.
Electronic full-page layouts, instant updates, full-color display ads, convenient cross referencing options, and flexible search features … all of these could be part of a Yellow Pages portable device offering.
Let’s get creative. What do you think the Yellow Pages industry could do with this next generation of devices? I’d love to hear your thoughts.
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