Global Mobile Yellow Pages Industry

• Publication date: August 2012
• Report size: 205 pages

This report analyzes the worldwide markets for Mobile Yellow Pages in US$ Million. The report provides separate comprehensive analytics for the US, Canada, Japan, Europe, Asia-Pacific, Latin America, and Rest of World. Annual estimates and forecasts are provided for the period 2009 through 2018. The report profiles 37 companies including many key and niche players such as AT&T, YP Holdings LLC, Dex One Corporation, Pages Jaunes Groupe, Seat Paign...

This report analyzes the worldwide markets for Mobile Yellow Pages in US$ Million. The report provides separate comprehensive analytics for the US, Canada, Japan, Europe, Asia-Pacific, Latin America, and Rest of World. Annual estimates and forecasts are provided for the period 2009 through 2018. The report profiles 37 companies including many key and niche players such as AT&T, YP Holdings LLC, Dex One Corporation, Pages Jaunes Groupe, Seat Paigne Gialle, SuperMedia Inc., hibu Plc, Yellowbook, and Yellow Pages Group. Market data and analytics are derived from primary and secondary research. Company profiles are primarily based upon search engine sources in the public domain.

Global Advertising Industry

I. INTRODUCTION, METHODOLOGY & PRODUCT DEFINITIONS
Study Reliability and Reporting Limitations I-1
Disclaimers I-2
Data Interpretation & Reporting Level I-2
Quantitative Techniques & Analytics I-3
Product Definitions and Scope of Study I-3
Mobile Yellow Pages I-3


II. EXECUTIVE SUMMARY

1. INDUSTRY OVERVIEW II-1
Yellow Pages Industry Gets a Face Lift, Mobile to Emerge as a
Winner II-1
Mobile Yellow Pages and Advertising- A Nascent, Yet High
Potential Markets II-1
Growing Mobile Phone Usage Drives Mobile Yellow Pages Market II-2
Table 1: Popular Uses of Smartphones (includes corresponding
Graph/Chart) II-3
Most Researched Local Business Categories on Mobile Devices
(2011) II-3
Mobile Local Search to Outpace Desktop Local Search II-4
Digital Expansion to Pep up Yellow Pages Revenues II-4
Mobile Yellow Pages Apps on the Rise II-4
Apps used to Find Local Business II-5
LBA Drives Mobile Based Ad Services II-5
Opportunities in Mobile Yellow Pages Market II-5
Cross Device Targeting: A Key Analytics Solution II-6
Outlook II-6

2. YELLOW PAGES MARKET II-7
A Curtain Raiser II-7
Table 2: Global Advertising Market (2011): Percentage Share
Breakdown by Format- TV, Direct Mail, Newspapers, Internet,
Yellow Pages, Magazines, Radio and Others (includes
corresponding Graph/Chart) II-7
Threat of Obsolescence Looms over Printed Yellow Pages Market II-8
Yellow Pages Industry Increasingly Takes the Digital Route II-8
Mobile Local Services: The Digital Future II-9
Tablets Foray into Yellow Pages Market II-9
Mobile Search Apps on a Roll II-10
SMEs Keen to go Digital II-10
Table 3: Advertising Spend by Local SMEs (2010): Percentage
Share Breakdown by Channel- Yellow Pages, Newspaper, Website,
Direct Mail, Magazines, Radio and Others (includes
corresponding Graph/Chart) II-10
Customers Display Preference for Newer Search Channels II-10
Print Yellow Pages Market under Pressure II-11
Print YP Still Significant, But Quickly Losing Momentum II-11
Table 4: Global Yellow Pages Market (2011): Percentage Share
Breakdown of Revenues by Segment (includes corresponding
Graph/Chart) II-12
Brand Recognition Drives Customer Preference for IYPs II-12
Why is the Yellow Pages Industry Sluggish? II-12
Internet Yellow Pages Threatened by Alternate Channels II-12
Table 5: Local Search Market (2011): Percentage Share
Breakdown of Searches by Format (includes corresponding
Graph/Chart) II-13
Yellow Pages Face Stiff Competition from Search Engines II-13
Google Suppresses Referrals to YP Directories II-13
Yellow Page Companies Attempt to Play Safe II-13
YP Publishers Diversify to Stay Ahead II-14
Ban against Distribution of Print YP II-14

3. INSIGHT INTO MOBILE ADVERTISING II-15
Mobile Advertising: An Overview II-15
Personalized Nature of Advertising II-16
Mobile Advertising Poses Challenges to Conventional Media II-16
Opt-in Advertising: Giving Consumer the Choice II-16
Select Trends in Mobile Marketing and Mobile Advertising Market II-16
Challenges Facing Mobile Ad Market II-17

4. LOCATION BASED ADVERTISING II-18
Location Based Advertising - Dawn of A New Era in Advertising II-18
Growing Interest Among Stakeholders II-18
Smart Phones Provide the Needed Impetus II-19
Most Visited Websites on Smartphones (2011) II-19
Popular Search Engines Topics on Smartphones (2011) II-20
LBA: A Boon for Merchants II-20
Privacy Concerns Remain Big Issue II-20
Opt-In, Opt-Out: Necessary for LBA Growth II-20
Benefits of LBA to Retailers II-21
Teething Challenges II-21
Growth Drivers for LBA II-22

5. SERVICE OVERVIEW II-23
Mobile Yellow Pages II-23
Classification of Mobile Search Function II-23
Print Yellow Pages II-24
Advantages II-24
Disadvantages II-24
Businesses Most Searched on Print Yellow Pages During the
Period 2006-2010 II-24
Internet Yellow Pages II-25
Advantages II-25
Businesses Most Searched on Internet Yellow Pages During
the Period 2009-2010 II-25

6. SERVICE INTRODUCTIONS II-26
Yellow Pages Group Unveils the Yellow Pages 360° Solution II-26
Etisalat to Unveil Etisalat Mobile Yellow Page Application II-26
Umniah Launches Yellow Pages Service for Mobile Phones II-26
YPG Launches Digital Search Products for Mobile Phones II-26
Yellowbook Rolls Out Yellow Pages Application for Android™
Tablets II-27
ImmersiFind Unveils a New Local Search and Internet Directory
Service for Front Door Direct in Colorado II-27
AT&T Unveils Updated YP(SM) Yellow Pages App II-28
Egypt Yellow Pages Launches adaffix Caller Lookup and
AutoSuggest Apps II-28
Sensis Unveils Innovative Customized App for Apple iPad II-29
YellowPages Unveils Innovative Deals App II-29
Dex One Introduces DexKnows.com Android App II-29
Avantar Launches Yellow Pages App for Apple’s iPad II-30
Grey Lines Unveils ‘City Xplorer’, the Mobile’s Yellow Pages
Software II-30
Egypt Yellow Pages Rolls Out New Search Application II-30
Turkey Yellow Pages Enters into Partnership with vSplash for
Mobile Web Presence II-31
Yellow Pages Group Releases YellowPages.ca™ Mobile App for
Windows Phone Devices II-31
Egypt Yellow Pages Introduces Improved Edition of Yellow.com.eg II-31
Yellow Pages Group Rolls Out Multimedia Ad Campaign II-32
YPG Unveils Mobile Search Application for iPhone and BlackBerry II-32
Turkey Yellow Pages Introduces Mobile Yellow Pages Portal in
Beta Version II-32

7. RECENT INDUSTRY ACTIVITY II-33
Frontier Communications and The Berry Company Extend Partnership II-33
Yell Group Changes Name to hibu Plc II-33
TMP Directional Liquidates Business II-33
AT&T Divests Majority Share in Yellow Pages Business II-33
Yellow Pages Group to Take Over Canpages II-33
eBay Acquires WHERE.com II-34
Yell Announces Acquisition of Znode II-34
Sensis Partners with Yelp for New Mobile Search Website II-34
Poynt Inks Agreement with Yellow Pages II-34
Egypt Yellow Pages Signs Partnership Agreement with Sarmady II-35
Egypt Yellow Pages to Partner with Foursquare II-35
Global Yellow Pages Enters into Joint Ventures with Quality
Business Solutions and OneEmpower II-35
Local Insight Media Files for Bankruptcy and Changes Name to
The Berry Company, LLC II-36
Yellow Pages Association now Becomes The Local Search
Association II-36
Local.com Renews and Expands Distribution Agreement with
Idearc Media II-36
Yellow Pages and TELUS Enter into a Partnership Agreement II-37
Yellowbook Enters into a Partnership Deal with Adaffix II-37
Yellow Pages Group Acquires Enquiro II-37
Yellow Pages Group Re-Brands II-37
Yellow Pages Acquires Cimarron Global II-37
R. H. Donnelley Emerges from Bankruptcy as Dex Media II-38
LB2 Group Takes Over Ketchum Directory Advertising II-38
Local Insight Regatta Merges Subsidiaries II-38
Yellow Pages Group Forms Partnership with Marchex II-38
R.H. Donnelley Enters into Partnership with Innovectra II-39

8. FOCUS ON SELECT GLOBAL PLAYERS II-40
AT&T (US) II-40
YP Holdings LLC (US) II-40
Dex One Corporation (US) II-40
Pages Jaunes Groupe (France) II-40
Seat Paigne Gialle (Italy) II-41
SuperMedia Inc (US) II-41
hibu Plc. (UK) II-41
Yellowbook (US) II-42
Yellow Pages Group (Canada) II-42

9. GLOBAL MARKET PERSPECTIVE II-43
Table 6: World Recent Past, Current & Future Analysis for
Mobile Yellow Pages Market by Geographic Region - US, Canada,
Japan, Europe, Asia-Pacific, Latin America and Rest of World
Markets Independently Analyzed with Annual Revenue Figures in
US$ Million for Years 2009 Through 2018 (includes
corresponding Graph/Chart) II-43

Table 7: World 10-Year Perspective for Mobile Yellow Pages
Market by Geographic Region - Percentage Breakdown of Dollar
Sales for US, Canada, Japan, Europe, Asia-Pacific, Latin
America and Rest of World Markets for Years 2009, 2012 & 2018
(includes corresponding Graph/Chart) II-44


III. MARKET

1. THE UNITED STATES III-1
A.Market Analysis III-1
Current and Future Analysis III-1
Yellow Pages Industry - A Brief Overview III-1
Table 8: US Advertising Market (2011): Percentage Share
Breakdown of Revenues by Medium (includes corresponding
Graph/Chart) III-1

Table 9: Leading Players in the US Yellow Pages Market
(2010): Percentage Breakdown of Revenues for DexOne, AT&T
Advertising Solutions, Eniro, SuperMedia, PagesJaunes,
Seat SpA, Yellow Media and Others (includes corresponding
Graph/Chart) III-2
Online Yellow Pages Market Surges III-2
Table 10: US Yellow Pages Market (2007 & 2011): Percentage
Share Breakdown of Usage by Format (includes corresponding
Graph/Chart) III-2
Mobile Yellow Pages Industry Races Ahead III-3
Mobile Devices: A Promising Medium for Local Search III-3
Sources Used for Finding Local Businesses in the US (2011) III-3
Service Introductions III-4
Recent Industry Activity III-6
Select Players III-9
B.Market Analytics III-11
Table 11: The US Recent Past, Current & Future Analysis for
Mobile Yellow Pages Market Independently Analyzed with
Annual Revenues in US$ Million for Years 2009 Through 2018
(includes corresponding Graph/Chart) III-11

2. CANADA III-12
A.Market Analysis III-12
Current and Future Analysis III-12
Service Introductions III-12
Recent Industry Activity III-14
Select Player III-15
B.Market Analytics III-16
Table 12: Canadian Recent Past, Current & Future Analysis
for Mobile Yellow Pages Market Independently Analyzed with
Annual Revenues in US$ Million for Years 2009 Through 2018
(includes corresponding Graph/Chart) III-16

3. JAPAN III-17
A.Market Analysis III-17
Current and Future Analysis III-17
B.Market Analytics III-17
Table 13: Japanese Recent Past, Current & Future Analysis
for Mobile Yellow Pages Market Independently Analyzed with
Annual Revenues in US$ Million for Years 2009 Through 2018
(includes corresponding Graph/Chart) III-17

4. EUROPE III-18
A.Market Analysis III-18
Current and Future Analysis III-18
B.Market Analytics III-19
Table 14: European Recent Past, Current & Future Analysis
for Mobile Yellow Pages Market by Geographic Region- France,
Germany, Italy, UK, Spain, Russia, and Rest of Europe
Independently Analyzed with Annual Revenues in US$ Million
for Years 2009 Through 2018 (includes corresponding
Graph/Chart) III-19

Table 15: European 10-Year Perspective for Mobile Yellow
Pages by Geographic Region - Percentage Breakdown of Dollar
Sales for France, Germany, Italy, UK, Spain, Russia, and
Rest of Europe Markets for Years 2009, 2012 & 2018 (includes
corresponding Graph/Chart) III-20

4a. FRANCE III-21
A.Market Analysis III-21
Current and Future Analysis III-21
Select Player III-21
B.Market Analytics III-22
Table 16: French Recent Past, Current & Future Analysis for
Mobile Yellow Pages Market Independently Analyzed with
Annual Revenues in US$ Million for Years 2009 Through 2018
(includes corresponding Graph/Chart) III-22

4b. GERMANY III-23
A.Market Analysis III-23
Current and Future Analysis III-23
B.Market Analytics III-23
Table 17: German Recent Past, Current & Future Analysis for
Mobile Yellow Pages Market Independently Analyzed with
Annual Revenues in US$ Million for Years 2009 Through 2018
(includes corresponding Graph/Chart) III-23

4c. ITALY III-24
A.Market Analysis III-24
Current and Future Analysis III-24
Select Player III-24
B.Market Analytics III-25
Table 18: Italian Recent Past, Current & Future Analysis for
Mobile Yellow Pages Market Independently Analyzed with
Annual Revenues in US$ Million for Years 2009 Through 2018
(includes corresponding Graph/Chart) III-25

4d. THE UNITED KINGDOM III-26
A.Market Analysis III-26
Current and Future Analysis III-26
Recent Industry Activity III-26
Select Player III-26
B.Market Analytics III-27
Table 19: The UK Recent Past, Current & Future Analysis for
Mobile Yellow Pages Market Independently Analyzed with
Annual Revenues in US$ Million for Years 2009 Through 2018
(includes corresponding Graph/Chart) III-27

4e. SPAIN III-28
A.Market Analysis III-28
Current and Future Analysis III-28
B.Market Analytics III-28
Table 20: Spanish Recent Past, Current & Future Analysis for
Mobile Yellow Pages Market Independently Analyzed with
Annual Revenues in US$ Million for Years 2009 Through 2018
(includes corresponding Graph/Chart) III-28

4f. RUSSIA III-29
A.Market Analysis III-29
Current and Future Analysis III-29
B.Market Analytics III-29
Table 21: Russian Recent Past, Current & Future Analysis for
Mobile Yellow Pages Market Independently Analyzed with
Annual Revenues in US$ Million for Years 2009 Through 2018
(includes corresponding Graph/Chart) III-29

4g. REST OF EUROPE III-30
A.Market Analysis III-30
Current and Future Analysis III-30
Service Introductions III-30
Recent Industry Activity III-30
Select Players III-31
B.Market Analytics III-32
Table 22: Rest of European Recent Past, Current & Future
Analysis for Mobile Yellow Pages Market Independently
Analyzed with Annual Revenues in US$ Million for Years 2009
Through 2018 (includes corresponding Graph/Chart) III-32

5. ASIA-PACIFIC III-33
A.Market Analysis III-33
Current and Future Analysis III-33
Robust Mobile Ad Market to Boost Prospects for Mobile
Yellow Pages III-33
Service Introductions III-33
Recent Industry Activity III-34
Select Player III-35
B.Market Analytics III-36
Table 23: Asia-Pacific Recent Past, Current & Future
Analysis for Mobile Yellow Pages Market Independently
Analyzed with Annual Revenues in US$ Million for Years 2009
Through 2018 (includes corresponding Graph/Chart) III-36

6. LATIN AMERICA III-37
A.Market Analysis III-37
Current and Future Analysis III-37
B.Market Analytics III-37
Table 24: Latin American Recent Past, Current & Future
Analysis for Mobile Yellow Pages Market Independently
Analyzed with Annual Revenues in US$ Million for Years 2009
Through 2018 (includes corresponding Graph/Chart) III-37

7. REST OF WORLD III-38
A.Market Analysis III-38
Current and Future Analysis III-38
Service Introductions III-38
Recent Industry Activity III-39
Select Player III-40
B.Market Analytics III-41
Table 25: Rest of World Recent Past, Current & Future
Analysis for Mobile Yellow Pages Market Independently
Analyzed with Annual Revenues in US$ Million for Years 2009
Through 2018 (includes corresponding Graph/Chart) III-41


IV. COMPETITIVE LANDSCAPE

Total Companies Profiled: 37 (including Divisions/Subsidiaries - 41)

The United States (12)
Canada (1)
Europe (8)
- France (1)
- The United Kingdom (2)
- Italy (1)
- Rest of Europe (4)
Asia-Pacific (Excluding Japan) (11)
Latin America (1)
Africa (3)
Middle-East (2)
Caribbean (3)