San Jose, California (PRWEB) August 08, 2012
Follow us on LinkedIn – With print continuing to burden the industry and the Internet yellow pages (IYP) segment not driving the bottom line as expected, the yellow pages publishing industry has been moving towards achieving a transformational change by venturing into multiple platforms, to achieve a stronger financial footing. As part of the trend, market participants such as directory publishers have been focusing on reinventing themselves to diversify and provide a wide variety of marketing services, apart from their traditional offerings. Newly emerging and rechristened as marketing services providers, such companies are aiming to offer a wide array of innovative solutions such as video, search engine optimization/search engine marketing (SEO/SEM), social, mobile and reputation management among others, to sustain themselves in the rapidly progressing digital market. Such services broadly termed as digital services also include Internet Yellow Pages as they basically are a non-print method of marketing in nature.
With a large number of local businesses now more open to experimenting with newer platforms to reach a wider group of customers, digital services are primed to become the drivers of growth for directory publishers in the foreseeable future. Growth however is expected to be largely led by the newer service offerings of the companies and not by Internet YP (yellow pages) segment, owing to the growing interest in such services among advertisers.
Mobile communication devices particularly mobile phones have become ubiquitous, with their usage growing by leaps and bounds, and are rapidly becoming the preferred platform for searching local content among large number of consumers. Due to its relatively recent origin in the market, the mobile yellow pages segment is currently in the early stages of development, with potential to emerge as a vibrant market in the foreseeable future. Faster mobile Internet, growing penetration of smart phones, increased adoption of location based searches and rising awareness of the advantages of location based advertising are some of the main factors that are expected to foster growth in the market. With MYP slowly gathering momentum among advertisers as well as customers, and mobile searches garnering an increasing share in overall local searches, yellow pages publishers are making intensive efforts to develop and launch mobile apps for various mobile platforms.
Mobile location services are analogous to search on the Internet that is mostly related to online advertising and commerce. Mobile location services serve as the basis for gauging consumer behavior, content discovery and designing customized products and services. Despite being in the early stages of development, local services provide services such as navigation, route finding, connecting with friends, making reservations for restaurants, locating shops and offers for impulse purchases and crowd sourcing. Real-time local mobile search services provide potential opportunities for major search players such as Google, Groupon and Twitter among others. Another factor that is expected to assist growth of local services is mobility. Mobile advertising, networking and commerce are especially important to the emerging markets due to low Internet penetration rates and a higher share of mobile in the digital data consumption compared to those in the developed nations.
Mobile Advertising is primed to offer vast growth opportunities with the potential to reach the largest number of customers owing to the omnipresence of the mobile phone device. The location-digitalizing trend is accelerating the mobile-based ad services, which enables advertisers in evaluating the location, demographic details and venue type to deliver appropriate as well as relevant promotions. Location based advertisements are not only leading to increased footfalls in shops, but also fostering growth in the mobile shopping market. With the number of active mobile subscriptions far exceeding the number of Internet users, mobile is emerging as one of the most lucrative channels of marketing and advertising. Mobile has also emerged out of its experimental phase, with many companies now exhibiting willingness to move toward full-scale campaigns in their marketing media mix.
The United States dominates as the largest regional market, as stated by the new market research report on Mobile Yellow Pages. Large scale market penetration in the country is driven primarily by the growing adoption of the mobile yellow pages platform by businesses for enhancing their reach in the market. Asia-Pacific is poised to deliver robust gains through the decade, buoyed by strong growth in vibrant markets of China, India and Taiwan. The Asian market is forecast to surge ahead at a CAGR of about 41% through 2018, encouraged by rising penetration of mobiles phones in the region and the direct migration of the market onto the mobile platform unlike the trend in other key markets.
Major players in the marketplace include AT&T, Dex One Corporation, Pages Jaunes Groupe, Seat Paignes Gialle, SuperMedia Inc., Yellowbook, Yell Group Plc, Yellow Pages Group, YP Holdings LLC, and SuperMedia Inc., among others.
The research report titled "Mobile Yellow Pages: A Global Strategic Business Report" announced by Global Industry Analysts, Inc., provides a comprehensive review of trends, strategic industry activities, service introductions and profiles of major companies worldwide. The report provides market estimates and projections (US$ Million) for geographic markets such as the US, Canada, Japan, Europe (France, Germany, Italy, UK, Spain, Russia and Rest of Europe), Asia Pacific, Latin America and Rest of World.
For more details about this comprehensive market research report, please visit –
About Global Industry Analysts, Inc.
Global Industry Analysts, Inc., (GIA) is a leading publisher of off-the-shelf market research. Founded in 1987, the company currently employs over 800 people worldwide. Annually, GIA publishes more than 1300 full-scale research reports and analyzes 40,000+ market and technology trends while monitoring more than 126,000 Companies worldwide. Serving over 9500 clients in 27 countries, GIA is recognized today, as one of the world's largest and reputed market research firms.
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