Yellow Pages

On BlackBerry Poynt Dominates Local Search

The story of Multiplied Media's Poynt is the story of an amazing comeback. The company was having quite a rough time of it a year ago (very rough), despite some big deals in the pipeline.

Then the company won the grand prize in the BlackBerry app developer challenge. (One of the principals of the BlackBerry Partners Fund was singing its praises to me at the EconSM conference a couple weeks ago.) Then the BlackBerry App World store launched and the app has seen great success reportedly

It has also won other prizes and recognition. And now Poynt has launched in Germany with a big partnership there (Deutsche Telekom and its associated directory publishers [Muller Medien]):

Multiplied Media Corporation  . . . today announces the launch of its award-winning Poynt local search application for BlackBerry(R) smartphones in Germany. Multiplied has been working with SEARCHTEQ GmbH (formerly t-info), a joint venture between Deutsche Telekom Medien GmbH (DeTeMedien) and directory publishers in Germany, to develop its Poynt application for the German market.

Through SEARCHTEQ, Poynt utilizes data from to provide business listing results while movie results are provided by . . .

I won't say that the company's future is assured but it's come back from a dire position to be a leading local search app on the leading smartphone platform. 


Related: Multiplied seeking to acquire mobile messaging/email provider UnoMobi in all-stock deal. 

Nokia Wants to Emphasize LBS As Differentiator

Nokia spent over $8 billion for Navteq so it should want to leverage LBS. According to the WSJ:

Nokia Corp. is striving to integrate location-based functionalities with other services and social applications available through its handsets, Chief Executive Officer Olli-Pekka Kallasvuo said Wednesday.

"The phone knows where you are. It might know where you're going or what you're going to do," said Kallasvuo at the All Things Digital conference in Carlsbad, California.

However Nokia won't have any real advantage with LBS given the general emphasis on location across mobile platforms. So it won't materialize as a differentiator in fact. At the D event Kallasvuo also demonstrated the N97, not yet in the US market. Here's how Barrons summarized the demo:

He’s going to do a Demo of their newest handheld computer, the N97, not in the marketplace yet, but coming soon. Will be in the U.S. 5MP autofocus camera. Home screen has collection of widgets. With weather info. Uses GPS to pick out where it is. Facebook feed real time. Email. AP news ticker. Widgets on the Ovi store, their version of the App Stpre. Can post photos, tag them, upload them to Facebook or Twitter or Flickr. Has 32 GB internal, plus micro SD card. Plays MP3s, AAC music tracks. Stereo speakers. Has built in FM transmitter, so works on any radio. In email, there is text to speech. Can read one email, or all of them. Also speech to text to respond. Maps functionality includes 3D, and turn by turn directions. Ovi store will recommend appropriate applications based on relevancy from data on SIM card. Twitter client. And full QWERTY physical keyboard. Browser plays Flash natively on the Web. Can play video in most formats. Can do video chat, with video camera on the front.

Here's our earlier post on the N97

Despite the fact that Nokia is the leading handset maker in the world and continues to enjoy strength in markets outside the US it's in trouble. A range of rivals continue to attack its position with increasing success. It has talked about re-entering the US market with cheap smartphones (not the N97) and that's a good strategy in my view. By contrast the N97 is not a low-end device; the unsubsidized price is apparently a whopping €550 ($695).

Unless carriers are willing to subsidize the N97 and bring the cost down to less than $200 it won't have a chance regardless of its features and capabilities. 

Sprint Launches Customizable Screen Saver

Based on Sprint's "Now Network" promotion, the company has launched a customizable screen saver that allows to access multiple services and types of content:

While screensavers are nothing new, Sprint has overhauled the familiar application in a fresh and exciting way to encapsulate the depth, breadth and power of the Sprint Now Network. The NOW customizable screensaver, which launched today, lets you see the present moment on your screen by drawing in information from your Facebook, Myspace, Twitter, YouTube and Flickr data. In addition, it enables you to tailor other real time elements, such as local traffic and bus schedules, the weather, and even how many Google results match your name!

Customization/personalization is one of the ways that carriers can remain relevant to end users as more subscribers opt for mobile devices that offer full browsers. The "carrier deck" becomes less and less relevant or entirely absent when users are on the iPhone or Android for example. There was a deck of sorts on WinMo 6.1. But people will increasingly just go to apps/widgets or directly to the Internet.

On the back end, with user location and other user data, carriers can potentially get a piece of ad revenues by providing some of that targeting data to third party publishers and ad networks (provided the FTC doesn't bar it). However as consumers migrate to more Internet-cable phones carriers will need to offer positive reasons to consumers to interact with their content. AT&T and Verizon have accordingly said they'll be creating apps stores. 

But I imagine a situation -- a more "robust" version of what Sprint is talking about -- where users can customize a start page with third party content. Some portion of that page could be reserved for carrier branding and messaging or carrier-sold ads. This is analogous to MyYahoo today. 

But for these more compelling tools and services to mobile subscribers, the "dumb-pipe" scenario looms larger and larger for operators. 

Scoot Launches iPhone App in UK

UK directory and local search site Scoot, which embraced Twitter recently on behalf of its local advertisers, has added an iPhone site. It uses icons and location-awareness to find the nearest business in the given category. From the release:

Scoot uses the iPhone’s GPS capability to locate the user, then find the nearest cafe, bank, restaurant, petrol station and much more. “It’s so quick and easy to use when you’re on the move”, said Sue Barnes, Scoot’s managing director. “There’s no need to type anything in: you just open the app and tap the relevant icon – cafe, for example. Scoot will then show your nearest cafes with name, address, phone number and distance from your current location.

The mobile user can tap the ‘More’ button on each business listed to see further information such as descriptions, opening times, payment methods, special offers/coupons, pictures and even videos. They can see the business on a map, get directions, click to call or view their website. Your browser may not support display of this image.

The application includes a number of standard icons as the default, representing some of the more popular business categories within the Scoot UK business directory. These include banks, cafes, car repairs, chemists, dentists, doctors, drinks, estate agents, food, hospitals, hotels, newsagents, petrol stations, post offices, supermarkets, special offers and favourites. However, the user can easily customise the application by using the simple on/off toggle button to add search icons for more categories or even their favourite brands. Scoot will be adding more categories and brands in future releases of the application.


Pelago/Whrrl: From Clickstreams to Footstreams

Pelago/Whrrl, which started as a mobile social network and Yelp competitor and reinvented itself a "storytelling" app, was at Where 2.0. CEO Jeff Holden spoke about his experience at Amazon and the company's successful use of clickstream data for higher revenues: those who bought book X also bought book Y.

He discussed how this might apply to the emerging arena of "footstream" data and recommendations for people and places in the real world on mobile devices. Tracking mobile user behavior yields lots of data about the types of places users go and their real-world behavior. This hypotehtically could deliver local recommendations based on user profiles and corresponding "footstreams." 

Holden said that he felt the local search market was relatively mature but that "local discovery" was undeveloped. 

Footstream tracking of individuals would have to be personal by necessity (with all the potential privacy questions), but the local recommendations Holden spoke about could be provided anonymously to users who are grouped into certain profiles based on their favorite places and activities in the real world. 

He hinted that there might be an emerging business model here for Pelago as a repository and provider of this type of data for other publishers and sites. 

Idearc Launches Mobile App for BlackBerry

Last month Idearc launched its Superpages app for the iPhone. Now it has done the same for BlackBerry (Storm) devices, where it should see even greater visibility given the lesser competition in BlackBerry App World (Poynt is the top or one of the top LBS apps in BlackBerry right now).

In addition to the standard directory listings data, here are some of the enhanced features:

  • Add Photos: Did your food taste as good as it looked? Take a snap shot before you chow down and upload it when you rate your experience.
  • Find Movies Fast: Search by movie or theater and see show times, read reviews, watch trailers or browse movie posters.
  • Get Directions: Get step-by-step interactive driving directions with an option to have multiple stops on the way to your destination.
  • Locate Local WiFi Hotspots: Find free and pay-for-use WiFi hotspots near you.
  • See your local five-day forecast with current conditions, conduct a reverse lookup of people or businesses and access your My Superpages account to easily see your previous searches.

Here are some screenshots of the new Superpages BlackBerry app:

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Yellow pages publishers have a great opportunity in mobile to (re)gain user adoption that to some degree they ceded to search engines on the PC. 

Related: Yellowspaces launched an iPhone app (more from MediaPost).

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IAC/Citysearch Buys Urbanspoon

IAC reported a loss for Q1 but it also disclosed that it had acquired Urbanspoon. What a success story for Urbanspoon.

This acquisition is a great complement for Citysearch and becomes part of its growing "network." Urbanspoon is an aggregator of restaurant information and undistinguished except for a game-like spinning carousel on its iPhone app.

That novel user experience drove a story in the NY Times in the early days of the iPhone. Apple then went on to feature Urbanspoon in many of its iPhone ads. 

There was nothing unique about Urbanspoon's content -- nothing. But the user experience captured peoples imaginations and drove the app's popularity. 

Idearc Announces New iPhone App with Novel Features

Idearc's Superpages directory becomes the final directory publisher among the majors in North America to release an iPhone app. And like Dex, which understood that the use cases for mobile are not the same as in print or IYP and designed its app accordingly, so too Idearc has done some novel and clever things with its iPhone offering.

(For its part, AT&T has also done interesting thing with YPMobile, such as events integration and in launching non-branded apps such as Have2P, Have2Eat in the iTunes Apps Store.)

The Superpages app is at once broader and more specific than its online yellow pages sibling. It's focused on restaurants and entertainment categories (including shopping) but also offers nice features such as weather, WiFi and ATM locators, as well travel-realted information (i.e., airlines, hotels, taxis, etc.). There's also a high degree of personalization available on the app. Beyond favorites, it allows users to reorder top categories presented on its home screen. 

There's a slider across the top of the home screen (see screens below) that changes the view and type of content presented, moving from listings to a map view. Speaking of which, Superpages has done a nice job integrating Microsoft's Virtual Earth. The maps look great -- it's probably the first appearance of Virtual Earth on the iPhone -- and one can get multi-point routing and directions as well. 

There's Open Table integration for restaurant reservations. And one can also watch movie trailers through the app. In one of the movie-related screens you're able to page through movies posters using cover flow and then go to an information page by tapping the image. 

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Finally, there's a novel reviews feature that allows users to turn a thumb to indicate the intended star rating (image above). One can also upload images from the phone. Presumably all this user-generated content will make its way onto the IYP site. Superpages earlier created a Facebook app for the same reason.

I was interested to see whether the shopping content would leverage Idearc's relationship with Krillion for local product inventory data. Currently it does not but I would assume that will appear in time. It would be a winner in mobile, whereas online it's currently suboptimized in my view.

We'll have more to say in more detail in a later report. 

'Yellow Pages' iPhone App No. 1 in 'Navigation'

Avantar, LLC, publisher of the iPhone "yellow pages" app put out a press release that the app had reached number 1 in the App Store's "navigation" category. The release claims two million searches per month on the app. Yellow Pages is just one of several apps that use the "yellow pages" brand or metaphor, including YPMobile (AT&T). Interestingly most of the YP apps are categorized under different headings, including "lifestyle" and "productivity." In terms of popularity by category they largely don't compete "head to head." 

In Canada only Yellow Pages Group is permitted to use the "yellow pages" name, unlike in the US where anyone can use the term. 

Here's the list of most popular apps in that category as of this morning:

Popular navigation apps

Also popular in navigation is Say Where, voice-driven local search from Dial Directions and the Where app from uLocate. 

Here's the list of the most popular apps overall from Apple. 

Marketers Interested in Local-Mobile Search

SEMPO's 2008 survey covered the waterfront in terms of the state of search engine marketing. The professional organization surveyed 800 search marketers and agencies from all over the globle. (68% of respondents were from the US, with 20% coming from a range of countries; 7% were from Canada and 5% from the UK.)

On the issue of interest among search marketers in mobile and mobile search in particular, here's what the survey reported: 

Q: How interested are you in being able to serve geographically relevant advertising to mobile search users? (Scale of 1-5, 1=lowest, 5=highest)

mobile interest

Source: SEMPO/Radar Research (2009)

The graphic above shows at least 57% of respondents (a subset of the entire survey sample) said they were somewhat or very interested in geotargeted search marketing in a mobile context.

In addition, 20% of survey respondents said they would pay a premium of between 10% to 50% over conventional search marketing. The majority (39%) said they wanted to pay the same amount as online for keywords/ads in mobile search results.

Verizon Integrates 411 with VZ Navigator

Verizon announced that it was integrating 411 with VZ Navigator in those instances when the wireless caller is a VZ Navigator subscriber. According to the release put out by Verizon it works as follows:

After using 411 Search to find a phone number or address, Verizon Wireless said its customers with VZ Navigator-capable phones can now have a Place Message with that destination sent to their phones, simply by pressing "1" when prompted. The customer can then use VZ Navigator to display the location on a map or navigate to that location. Connecting these two services means that details for a listing found with Verizon Wireless' directory assistance can be provided to Verizon Wireless' VZ Navigator location-based service (LBS) so that customers can access audible turn-by-turn navigation to their destinations, the company noted . . . 

Jon Wells, vice president for product development at Verizon, said, "We found that many customers were using the 411 service with the hopes of finding directions to that location, so we launched the integrated VZ Navigator with 411 Search nationwide to provide customers with a one-stop shop for listing information and directions. The service offers convenience and value while eliminating the need for customers to manually enter their destination information, especially when driving."

This is a novel tie-in between 411 and directions. We wonder if Google will do something similar for Android with the GOOG-411 service. (VZ Navigator functionality is provided by Networks in Motion.) 

Users will pay $1.49 (411) + their VZ Navigator subscription fees ($9.99 per month) for each use. As smartphones like the iPhone and Android start to offer improved turn-by-turn directions capabilities the market for subscription services like VZ Navigator will be diminished. Indeed, smartphones with GPS threaten the entire PND market over time. That's why Garmin has become a smartphone maker. 

YPG in Canada Launches iPhone, BlackBerry Apps

Canada's Yellow Pages Group has launched iPhone and BlackBerry applications. The straightfoward, though nicely designed applications -- I've only seen the iPhone app -- offer local business search, reverse lookups and people search. Location can be manually entered or found via GPS. Results can then be saved under "My Favs" or shared via email or SMS. 

There's also voice-based search, although I haven't been able to use it because I have an iPod Touch rather than an iPhone. I was also unable to get any results for the US market, which makes sense. 

YPG iphone app

In addition to yellow pages, Yellow Pages Group also owns Trader Corporation in Canada, publishers of vertical advertising directories and classifieds. It also owns and operates a range of Canadian cityguides (e.g., Consequently the company has a range of "vertical" options and could develop other types of apps around restaurants and entertainment or some of its Trader categories. 

In the US, AT&T has developed several vertical apps (downloading one ties into the others), which represent a kind of back door into the YPMobile app. None are branded "yellow pages;" they're called Have2Snack, Have2P, Have2Drink, but they essentially repurpose other content and offer another way to drive traffic to AT&T listings and advertisers. 

 ATT Have2P

Unlike its US counterparts, Yellow Pages Group owns the "yellow pages" trademark so no other app developer targeting the Canadian market can use that term.

Yellow Pages and Local Mobile Search

US yellow pages publisher RH Donnelley just launched its "DexKnows" set of mobile sites/apps. That now completes the quartet of major US publishers with mobile sites and applications:, Idearc (with a new iPhone app coming) and Yellowbook. In particular AT&T's YPMobile application has been quite popular and successful as an iPhone app. 

In Europe, MobilePeople has been building mobile apps and sites for YP publishers for several years. Now, in the US, mobile is no longer a novelty or "nice to have." It's a critical part of an overall traffic and brand strategy. As print usage in major metro markets continues to decline and the consumer market fragments even further, mobile is another piece of the traffic puzzle.

However the challenge for these publishers is to really do mobile in a way that makes it an asset rather than simply a bunch of listings distributed on a mobile handset. There are plenty of mobile apps and sites that provide local listings data. Arguably the mobile market is more competitive in this way than online.

One way in which the DexKnows iPhone app does something different on its iPhone app is by employing an Urbanspoon-like spinner/slot machine feature under a category called "Feelin' like." It provides restaurant listings by "genre" and location. That same tool also works with travel related services (e.g., lodging) and attractions (e.g., museums).

YP Mobile has included events (from Zvents), which stretches beyond the online product.  

For most YP publishers, mobile will be a "defensive" strategy to avoid losing users as they shift to mobile, rather than a way to gain new users. Yet unimaginative apps or sites will fail to serve even this function. Mobile is similar to online in many respects. But there are also important differences and publishers should be sensitive to those differences accordingly. For example the categories of usage in mobile are going to be different (at least in the near term) from those in the print directory or online. The "feelin' like" functionality on the Dex iPhone app recognizes this. 

Dex also offers 1-800-Call-Dex, which is a free-DA service.

The question remains in my mind: Are YP publishers "culturally" up to the task of creating compelling mobile applications and experiences (which might include verticals or specialized apps) vs. simply reproducing their directories on the handset. 

go2 Introduces Mobile Entertainment Guides: 'go2 Colleges'

Go2 is one of the true incumbents in mobile, having started more than a decade ago. The current version of go2 is the result of a merger of the original company and 80108 in October, 2007. The company claims more than a million monthly users.

The company has a range of major carrier relationships and distributes most of its content (and advertising) accordingly through those operator decks. However go2 has seen many of those gains somewhat obscured by the movement of higher profile players into the mobile space in earnest and the shifting of the high end of the market away from the carrier deck and toward the open Internet.

go2 has taken a smart local-vertical approach to content and ads delivery with a range of niche directories. Consistent with that the company today announced "mobile entertainment guides" for "473 US colleges." Characterized as local entertainment portals, here's how the release describes the new guides:

The guides are available on AT&T MediaNET's NCAA Basketball site as "News and Events from Your School," where students can access local events, movie showtimes, college sports scores and recommendations from the go2 Content Network.

The guides will soon be available to Virgin Mobile/Helio and Sprint/Nextel subscribers.

go2 Colleges provides students with an unmatched array of useful entertainment info in one portal designed around their campus location. Students can check constantly updated local event info about movies, concerts and school sporting events or access a directory of restaurants and bars close to campus.

In fairness to go2 I haven't used the guides and so can't comment on how strong they are. If they're good people will use and promote them via word of mouth. Their greatest usage may well be on "feature phones" where consumers can't as easily access familiar Internet brands and sites that they're accustomed to using on their PCs. 

AOL Launches "My Places" on MapQuest for Mobile

Today AOL/MapQuest launched "My Places" for MapQuest4Mobile. My Places launched online last year as "My MapQuest," offering personalization to PC users of the MapQuest site. It allows users to save maps and directions online and, now, access that content in mobile. It offers a much richer experience than standard "send to mobile" online maps functionality.

The renaming of the product captures its intent in a more intuitive way according to Christian Dwyer, Senior Vice President and General Manager, MapQuest. Dwyer and I spoke about a range of things associated with the mobile launch and evolution of the MapQuest site online.

There are two primary mobile products from MapQuest:

  • MapQuest4Mobile
  • MapQuest Navigator (a paid turn-by-turn GPS application at $7.99 per mo.) 

MapQuest4Mobile is a free application basically is available for BlackBerry devices today. It launched in September and Dwyer said that on a limited number of handsets he's seen 15% month over month growth. He added that MapQuest4Mobile would quickly expanding rapidly to other devices, including the iPhone and Android by Q2. Today MapQuest offers a special iPhone-optimized version of the site, accessible through mobile Safari.

Dwyer said that his team sees convergence going forward and that they're striving for a uniform experience whether on the PC or in mobile. 

Dwyer and I also spoke about some of the developments at Bebo and what's now being called the AOL People network, which includes the AIM property. There are some pretty interesting scenarios -- provided they can be executed -- involving mobile, location and sharing/social. 

After a long period of inertia, MapQuest is moving to upgrade and improve the user experience. My Places on MapQuest4Mobile is just one of a string of recent announcements that involves a new MapQuest PC homepage and MapQuest Local online, which is a compelling product that will probably make its way into mobile in the future. 

Another development today, MapQuest Local launched a concert tracker widget that pushes local concert information to users based on default location. 


New Management, New Services at Idearc

If you visit the venerable this morning you will notice something decidedly different. A new service called “SuperGuarantee” now occupies top billing on home page, and it represents a breakthrough product for Idearc, and, ultimately, the Yellow Pages directory business at large. There are also enhancements to the mobile version of that we’ll note in more detail in a later post.

My colleague has his take on SuperGuarantee here. As you will see, it reflects new product positioning and new sales tactics by a company with tremendous incentive to reshape itself and the sets of services that it offers. It reflects a new approach brought to the organization by Scott Klein, who was hired to be CEO in June 2008. A combination turn-around expert and packaged goods maven, Klein melded a small set of marketing “outsiders” with the top performers among incumbent employees to launch a series of initiatives that do nothing less than transform a Yellow Pages publisher with diverse and disperse Internet properties into the sort of local advertising and promotional consulting firm with a broad array of products designed to help small businesses survive and thrive during this economic downturn.

SuperGuarantee, the initial offering, is such a product. It is a high-visibility service assurance program whereby SuperPages issues a “SuperGuarantee Shield” to eligible businesses that have bought advertising in the printed Yellow Pages directory. For those businesses, Idearc guarantees customer satisfaction, first by bringing an alternative vendor in to “fix it” or by paying the customer up to $500 toward successful repairs or completion of the task. The guarantee applies to some 3,000 categories, primarily service companies. It explicitly excludes a good number of professional service providers – such as doctors, lawyers, travel consultants and even churches and hairdressers – where make-goods could lead to significant liability or where the definition of an unsatisfactory job could be highly subjective.

Starting today, eligible local businesses are invited to register “free of charge” for the first year. They can then display the SuperGuarantee badge on their storefronts, business vehicles, uniforms and advertisements. We see it as a bold move by a Yellow Pages publisher to define a broader set of services on behalf of local business and we’ve been told by CEO Klein that there are many more innovations to be introduced in the next few months that will help redefine the services – across multiple media and mobile resources - that local businesses can employ to help attract more local customers. All portend a broader and different role for the local directory publisher.

Yell Group Results Illustrate Growth in Internet's Importance

In his Screenwerk blog, made passing reference to some very interesting results for U.S. based YellowBook, nestled in's six month financials. On page 6, six month results for YellowBook show a doubling in revenue for Internet advertising, based largely on a near doubling of the average revenue per online advertiser (from $19.58 to $36.92 per month) compared with 2007.

In spite of the apparent price ups, the number of online advertisers of record grew modestly while the number of advertisers in the printed product stayed flat. Thus the 394,000 online advertisers at the end of the reporting period is abour 14% more than the 346,000 buying print ads. Spending for printed Yellow Pages advertising declined 1.5%.

The 8:1 ratio (roughtly 12%+) between printed revenues and online shows the staying power of the print product, where erosion is staved off by an increase in the number of books published and increased loyalty among core advertisers (where retention rates remain around 70%). Last year, only 6% of revenues were generated by online products.

Whrrl Improves Neighborhood Awareness

Whrrl, a cross between Loopt and Yelp with a bit of Zvents thrown in, is vying in an increasingly competitive and noisy "mobile social" or "LBS" space for attention. Today the company (Pelago is the company behind Whrrl) announced a deal with Maponics for better neighborhood data. The company also buys similar data from Urban Mapping. 

In no particular order, other competing services in the US include BrightKite, Where/uLocate, mobile Yelp, Citysearch, Loopt, Buzzd, GoodRec, Socialight and others. As they evolve, Facebook, MySpace, Bebo and Twitter are competitors as well. Conventional search engines are also competitors as local information sources. For example, Google aggregates reviews and Google Maps offers location finding, etc. 

There may be one or two mobile-centric breakouts in this segment but the online "brands" have a big head start and a certain gravitational force. For the mobile startups, having right mix of content and functionality, as well as the money to survive and outlast rivals, will be critical. 

Better neighborhood data will offer some incremental help, but what Whrrl needs is usage first and foremost to build momentum. It's efforts to leverage Facebook and Twitter are a step in the right direction. 


Cityseach Launches iPhone App

Local search and city guide provider Citysearch has just launched an iPhone app, which is much more successful than prior mobile efforts in my view. TechCrunch believes that it's virtually indistinguishable from Yelp's iPhone app. But it the palate is different (if you don't like black you won't like it) and there are a couple of meaningful substantive differences. Two biggest are:

  1. You can add reviews directly from mobile (Yelp allows pictures but not yet reviews [it will])
  2.  The site has editoral content (as opposed to only UGC), which in some cases is very helpful

But many of the features and capabilities of the apps are similar or the almost same. Citysearch has redesigned and integrated Facebook Connect on the desktop, though there's no apparent evidence of that in mobile (yet). That could be a differentiator of sorts for the site. 

My guess however is that if you're a loyal Citysearch user online, this will be your local mobile search app of choice on the iPhone. The same goes true for Yelp users who are unlikely to switch. 


Here's the press release

Yell Puts QR Codes on Print Directories

In a new experiment UK directory publisher Yell has added 2D barcodes to the cover of two of its print directories, which provide access to weather and entertainment information. According to the release issued earlier today:

Yell is to trial innovative smart codes on the front covers of two editions of its Yellow Pages directories, enabling consumers to obtain the latest local cinema and weather information via the mobile internet.

Two interactive smart codes published on the covers of the new Edinburgh and Cardiff editions of Yellow Pages in December will feature an encoded URL that hyperlinks consumers to the mobile internet. They will provide an innovative and quick way for Yellow Pages consumers who have a mobile phone with an internet service to obtain the latest cinema and weather information.

Users are required to download software that enables the phone to read the barcodes (and thus may it have limited adoption). However if successful, this has much more widespread potential application thoughout the directory.

It's yet another example of how mobile can be used to extend and make traditional media more dynamic.

Yell Cover

Mobile QR