Yellowpages.com unveiled the first screen shots of its IPTV Internet Yellow Pages channel at Local ’07 yesterday. The shots show a colorful video service that enables users to select and browse by popular categories, with details of nearby businesses also provided, along with mapping. The service can also be browsed by name, but isn’t ideally suited to the task. Advertisers, meanwhile, can set up microsites. It wasn’t clear from the screenshots how much of the service will be video oriented, and how much will be static.
CMO Matt Crowley says the service, which is set for Channel 97, is “built and running in the office.” He says they are starting with the basics, and then they will add value when in play. The game plan is to have AT&T U-Verse roll it out in two test markets, hopefully later in the year. But the timing is pretty much up to them, he notes.
Crowley adds that the service probably won’t be fully rolled out until 2011, when U-Verse should be available to the mass market. He emphasizes that the IPTV service is not really a standalone product, but part of a “three screen approach” for Yellowpages.com that encompasses mobile, PC and TV.
From a sales channel point of view, Crowley says that SMEs will have an opportunity to use the interactive television orientation of the service to order from an online ad store. Crowley cited research showing that 38 percent of SMEs would be interested in such a self-service ordering process.
Based on the screenshots provided, the Yellowpages.com’s IPTV experience was quite compelling – the interface seemed quite intuitive for those accessing information using a remote control and no keyboard.
I could definitely see SMEs being interested in reaching consumers via IPTV – especially with the rapidly-decreasing cost of producing high-quality video (as was discussed so frequently during the conference)… And by 2011, self-service should be a well-established and effective sales channel.
Matt’s presentation was very informative, and I believe the company is well-positioned to succeed as consumers increasingly turn to the net, interactive TV and their mobile devices for information on local businesses.
Looking forward to the Kelsey Group getting the presentation materials online so we can check out the presenters’ PPT slides in greater detail… :)
“Crowley cited research showing that 38 percent of SMEs would be interested in such a self-service ordering process.”
I’d be interested in seeing the source of that data. Was it IPTVs own internal research, or did he cite a broader industry study?
Also, conversely, doesn’t this mean that for 62% of SMBs, self-service local online advertising is a non-starter?