EDM07 Global Directory Awards

ENTRY #1: Responsa – Yellow Page Concierge Service

Responsa’s innovation moves DA up the value chain by allowing the consumer to state their specific need for a service or product and delivers the relevant local supplier, rather than giving a telephone number of a possible supplier.

This innovative service efficiently matches consumers spoken requests to relevant suppliers without the use of voice recognition systems and complex supplier databases.

Current attempts to enhance DA services rely on gathering enriched data about suppliers so that DA can tailor the phone number returned to what the customer wants.  For example giving the numbers for Italian restaurants in the area (location based services), however, this process is fundamentally limited to the data that can be realistically gathered and kept up-to-date.  It is unlikely that a database will ever be able to answer the request “I’d like a table for 8 at an Italian restaurant, 7:30 tonight”.

With Responsa any commercial need can be matched with a solution.  The innovation has been to recognise that ultimately almost all needs are serviced by a human and that this person is best suited to make a decision on servicing a request, not a computer searching a database.  So responsa simply asks the customer to state their actual request “I’d like a taxi to the airport”, it records it and then has a clever way of ensuring this request is presented to the right supplier.  If the supplier can deliver on the request responsa provides the consumers number to the supplier and he phones him direct.

Link for Further Information: http://www.responsa.co.uk

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ENTRY #2: WDN – ComNote Secure SMS Notification Service

The ComNote secure SMS notification service allows unpublished mobile subscribers to be contacted via text messages without ever revealing the recipient’s mobile phone number. The ComNote® sender can add a call back number, text message and choose to mark the SMS as urgent, business, personal or emergency.

The receiving unpublished mobile subscriber has the option to return the call, send a reply SMS, block the sender from further contact, or ignore the message entirely.

The solution is intended to act as an intermediary between users of DA services and unpublished mobile subscribers protecting the privacy of the latter at all times.

The major difference of this service to other services in the market is that WDN acts as independent, trusted party between DA service providers and mobile operators providing access to the actual subscriber data of the mobile operators. The launch phase does not include a slow adoption phase during which subscribers need to sign up for the service.

We believe to deserve the Innovation award because the ComNote service is a totally new concept in the market which addresses one of the greatest dilemmas in the DA segment: The raising importance of mobile telephony resulting in the urgent need to include mobile numbers in the DA services, which stands in contrast with the unwillingness of mobile subscribers to publish their mobile telephone numbers for DA services. The ComNote service solves this dilemma by offering a simple and reliable solution protecting the privacy of unpublished mobile subscribers at all times.

Link for Further Information: http://www.wdn-europe.com

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ENTRY #3: Deutsche Telekom – 11864

In January 2006 T-Com introduced a voice-controlled nationwide directory-inquiries service under the number 11864, with many additional services. This offers customers attractive interactive voice response services about information and entertainment, using the latest voice recognition technology, for just 79 EURO cents per call (by calling from T-Com fixed line network). A friendly voice guides callers through the options and provides the appropriate information. Search criteria are requested and information is provided without any live operators. The interactive voice response system is controlled by keywords such as “Help” or “New search”.

Customers can find the following services under 11864:

• By dialing 11864, callers can obtain national telephone numbers and, via reverse search, the name and address of consumer, business customer and authority entries. Callers can be connected to the numbers found.
• 11864 - Your reliable alarm clock anytime, anywhere. Start the day in an even more original way using a ‘celebrity alarm clock’. Celebrity voices won’t leave you alone until you are awake.
• 11864 - Opens up a whole new dimension of ringtone downloads. 7000 ringtones, latest trends, no obligation to subscribe, original sound quality. Simply listen on your cell and download your chosen sound directly.
• 11864 - Your personal price comparison calls up current prices instantly, 24 hours a day, 7 days a week. No need for time-consuming research in catalogs or on the Internet.

Link for Further Information: http://www.auskunft-11864.com/

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ENTRY #4: eStara – Heinz Heise Click to Call

Heinz Heise, Germany’s leading online phone directory publisher, has specialized in directory advertising for more than 50 years and has more than 100,000 advertisers.

Heise wanted to find a better way to demonstrate ROI to its online directory advertisers, so the company turned to eStara’s Click to Call solution to enhance its offerings.

Ofentimes, the slightest detail in a listing will make the difference over whether a business receives a call or not. In this environment, the listing that provides the most convenient means of connecting with the business can be a decisive factor.

By simply clicking on a button within the listing, consumers are connected with businesses for free either through their PC (headset and microphone required) for a PC-to-phone connection with the business, or enter in their mobile or landline phone number for an immediate call back from the business.

eStara surveys of IYP users found that 84 percent of users said they were “more likely” to contact a business with Click to Call.

Göran Hellwig, Head of the Internet Department at Heinz Heise, said “The satisfaction of our customers using Click to Call is high. They are particularly pleased with the ease to use of this tool, which was integrated in our portfolio as a basic service. We’ve seen tremendous value in using this service in our business, so we have decided to implement the service in our subsidiary in Latonia, and we are also planning implementation throughout Heise properties.”

Links for Further Information:

http://www.DasOrtliche.de  / http://www.dastelefonbuch.de

Full Case Study: http://stage.estara.com/resourcecenter/pdfs/heinzheise_english_cs.pdf

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ENTRY #5: EDA – Fixed to SMS

EDA, the operator of Belgium's first alternative directory assistance provider through the shortcodes 12-12 (Flemish) and 13-13 (French), adds a new feature: callers using their fixed line will also be able to receive the found result per SMS on their cellphone.

Until now, the so-called SMS confirmation was restricted to callers using their mobile phone. As of now, and this is a première, people calling 12-12 or 13-13 are also able to receive the found result per SMS, even if they call from home or from the office, using a fixed line: all they need to do is to type in their own mobile number, i.e. the number where the SMS needs to be sent to.

Next to the practical side, there is also a financially interesting bit: callers using their fixed line are not charged for this SMS. Receiving a directory assistance result per SMS has several advantages: for instance, the caller requested the number of a particular restaurant using her fixed line at the office, she can now receive the full result by SMS on her mobile phone, as such having the complete restaurant's details at hand.

For EDA, whose business model used to rely solely on caller-generated revenues, this represents the first move into advertising-generated revenues: outside displaying the result of the original DA query, each SMS sent will soon feature a sponsored text, therefore enabling the delivery of either mass, or targeted ads, to users on the move.

Link for Further Information:  www.fixtoSMS.be

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ENTRY #6: Market Location – The Market Location Database

Market Location has been helping businesses with their b2b data requirements for over 30 years, however we have been solely focused within the direct marketing arena until recently. October 2005 heralded a new era for Market Location due to a management buyout. Market Location swiftly became a b2b data owner by joining forces with credit referencing company, DRC (Data Resource Corporation). This led to the launch of The Market Location Database, a b2b universe database of all companies in the UK, enabling Market Location to offer DQ organisations a real alternative in a marketplace that has consisted of only one key player for many years, namely Thomson Directories. Moreover, DQ clients can now benefit from more flexible data purchasing and payment structures than previously available.

Key characteristics of the Market Location database include:

• 2.3 million records
• 17 month complete update cycle
• Researched daily via telephone and site visits
• UK SIC / US SIC and ‘Market Sector’ coded
• Telephone & fax numbers

Market Location’s unique approach to maintaining its database means the whole file is completely updated every 17 months, raising the industry standard considerably!

Unlike our competition, we make more effective updates by analysing adverse indicators such as County Court Judgements, changes in payment trends, receiverships and liquidations. By doing this, we identify businesses for verification at their most volatile state. Other databases are updated in rotation while our process reflects real changes in the UK economy. 

Link for Further Information: www.marketlocation.com/datalicensing

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ENTRY #7: Call Genie – Enhanced Voice Directory (EVD)

History: Throughout Canada consumers access EVD by dialing a single number allowing the consumer to carry out a location-relevant category search to find a merchant they need.  This new customer touch-point allows merchants to connect with consumers.  This is of particular value to the mobile consumer but also to the visually impaired.

Description:  The system achieves automation rates exceeding 70% through use of prompting and interaction, as well as state-of-the-art voice technology and the caller experience closely resembles a live operator interaction.

Consumers can search the most popular headings, browse a list of merchants, listen to various merchant’s information, and connect the call.  The consumer can then receive all this information via SMS to their handset or from a live operator.

Callers narrow down their search by landmark, intersection, or neighborhood; they can search where they are currently or where they are headed.  The service only requires voice thus enabling this technology on even the simplest of phones.  The customer talks, EVD responds.  Consumers find the merchants they seek.

Social Inclusion:  This application impacts visually impaired individuals.  While most people would only think of blind people as visually impaired, it is important to notice that there is an aging population who is having difficulty reading the smaller typefont printed books, who are not connected to the Internet or have a computer and have no interest in using one, therefore EVD and Call Genie provide a way to bridge this gap.

Link for Further Information:  www.callgenie.com

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ENTRY #8: Yellow Pages Group – WebNumber 

Web Number: Now every business telephone number in Canada is a website! 

Strategic Approach:  “WebNumber” was launched in order to improve the user experience, increase advertisers’ visibility and to innovate and stimulate YPG brand.

Product Overview:

• User friendly and easy to use web product
• Every business telephone number in Canada is also a web address
• Consumers access merchant information simply by typing a phone number followed by “.yp.ca” www.5196801800.yp.ca in any browser
• Merchant page includes: business name, address, phone number, category, map, driving direction plus all advertising items from yp.ca online directory

Objectives:

• Establish a clear connection between print and online directories
• Leverages the 1.4 million Web profile pages created for the local search accessed through Google
• Position Yellow Pages print and online directories as credible alternative to using search engines to find a local business

Project Execution:

• Key driver was to make WebNumber searches quick, simple and user-friendly
• Through innovative technology, YPG has created a URL and website address for every businesses in Canada by using business phone numbers

Main challenge:

• Accept all phone formats: area codes, 1-800 numbers and letters (e.g. : 1-800-flowers)

Promotion:

• Book: cover, full page, fillers
• Announcement at the Shareholders’ meeting
• Advertisement in magazines

Results:

• Positive feedback from users (focus groups)
• Positive feedback from Sales, using WebNumber as an entry door for new and existing customers
• Significant impact on traffic: 82% increase in searches for the 12 first months

Link for Further Information:   www.5149342767.pj.ca  /  Product Weblink Example:  5196801800.yp.ca  

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ENTRY #9: Midentity – BT PhoneBook Deskbar 

Developed and hosted for BT by Midentity, the BT PhoneBook Deskbar is the ideal quick-search directory tool for busy people.

The Deskbar can be downloaded to any PC where it enables the user to search the BT PhoneBook straight from their desktop, without opening a browser. Search results appear in a small pop-up window in a matter of seconds, along with clickable links to send a text message to the number or locate the address on a map.

Since The PhoneBook Deskbar was launched in June 2006, thousands of people in the UK have downloaded it and use it daily to search for phone numbers.

Midentity has also incorporated the BT PhoneBook Deskbar functionality into its own deskbar which includes over 30 Plugins and provides instant access to train times, flights, weather, news, maps, TV schedules and many more online directories and services. This is available for UK consumers to download via its consumer brand, etribes (www.etribes.com).

The BT PhoneBook Deskbar is a highly innovative way of enabling customers to access the information they need, quickly and easily. It also opens up opportunities for highly targeted advertising, since the search results page can be configured to show content-related adverts.

 Links for Further Information:

http://www.thephonebook.bt.com/publisha.content/en/deskbar/index.publisha - The BT PhoneBook Deskbar

http://www.etribes.com/node/mine/71588 - BT PhoneBook demonstration (within the etribes Deskbar):

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ENTRY #10: soonR – soonR

Realization of the digital lifestyle requires functionality that gives users full-time mobile access to all of their data and applications. From virtually any mobile phone SoonR users can access data 100+ file types, Outlook, Skype, and desktop search tools residing on their Windows or Macintosh computers.

SoonR takes advantage of 3 mega-trends happening around the world: projected 2 billion mobile handsets in operation at the end of this year, more PCs in use and the proliferation of web services with companies such as Salesforce, Google, and Zimbra are showing how web based services can displace desktop applications.

SoonR leverages all three of these trends by providing a way for mobile users to virtualize the applications on their desktop. Part of this solution is to cache information so that it is always available on the mobile handset, regardless of the state of the source computer. By placing a mobile accessible version of critical information in the SoonR service, users are guaranteed the ability to get their information wherever and whenever they need it.

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ENTRY #11: Apptera – MobileAd Technology 

With its MobileAd Technology, Apptera is playing a leading role in the evolution of Directory Assistance (DA) services.  As traditional DA serves as the launching pad for the emergence of mobile voice search, Apptera has developed the critical technology that is allowing DA providers to offer ground-breaking ad-sponsored services.  Mirroring the monetization capabilities currently experienced with Internet search ads, Apptera enables highly personalized and relevant voice ad-insertions within in-bound and out-bound calls.   Apptera's MobileAd Technology includes extensive tools for monetizing “In-Call” searches with targeted advertisement placement, provisioning and bidding. The benefits extend to advertisers as well by allowing them to set the ad price they are willing to pay to receive calls from new prospects, creating a compelling ROI.               

Apptera's MobileAd Technology includes:

• MobileAd Manager used by advertisers or their representatives to provision, manage, and record ads
• MobileAd Server used by service providers or enterprises to dynamically select and play the most appropriate ad to a caller based on business rules, profiling, personalization and advanced heuristics
• MobileAd Reporter which generates business intelligence reports for advertisers and DA service providers to quantify the ROI of their campaigns
• MobileAd Xchange which provides a global marketplace for advertisers to deploy In-Call ads to multiple service providers through one-time registration. Service providers can leverage the ad "reservoir" to monetize each and every call.

To learn more about the Xchange, visit www.apptera.com/xchange

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ENTRY #12: Itesco – Adressboken 

Simplifies the use of mobile phones. Unknown callers are identified and the directory service is integrated in your mobile. Brings the use of mobile services to a new level by it user friendliness and interaction with the mobile.  The solution support Java2, Symbian 8 & 9 (Nokia series 60), Windows mobile and UIQ (Ericssons smart phones)

What is Auto search?  This function gives you the possibility to se who is calling with name, address and number before you answer the phone.

Number search - Write a number and press "Ok". Search in 15 million registrations (Sweden), with only one click.

Call log - The Adressboken application collects all calls from the telephones call log. You can see time and date from when the call was received, and by clicking on the number it will start a search in the database. The result is showed on the telephones screen and you can choose "Call to", "Save to contact list" or "Show map".

Free text search -  In this field you can search for anything. Name (firms and private persons), number and/or addresses.

Map - When you have done a search for a person or a firm you will, by clicking on "Choose" get a "Show map" under each of the listings. By clicking on this choice, the address will be shown on the map. You can navigate to the sides by using the telephones jog pad or do a "zoom in" or "zoom out".

Demo film:  http://www.youtube.com/watch?v=wmAZJOtEglM

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ENTRY #13: mobilePeople – liquid Directories powered by mobilePeople

The liquid 4.0 innovative mobile search solution has been developed to allow mobile users to search directories and the mobile web as easy as the online pages. In line with this, its new functionality includes:

• reduced number of clicks to access information
• auto-suggest capabilities
• send to a friend feature
• save to contacts
• cached search history

liquid 4.0 has been first deployed by Yell directory services in the UK in January 2007. It uses a Java mobile search application developed that allows users search the directory for phone numbers and addresses & more detailed information about businesses in the UK. It offers colour maps and route planners sent directly to mobiles.

The application service is currently compatible with over 100 different mobile handsets, more handsets will be added on an ongoing basis. The browser service is available to all mobile internet-enabled handsets.

The liquid™ mobile search solution is based on a distributed, scalable and powerful architecture. It excels in fast and easy integration processes. The technology supports all types of devices from the simplest to the most advanced. It uses the standard WAP mark-up languages, for old devices (WML browsers) and new ones (XHTML-MP browsers) for displaying optimised results and search experiences.

In addition to liquid 4.0 solution, mobilePeople provides customised client applications in Java ME and BREW which can be updated seamlessly over the air. Furthermore it integrates the following technologies:  SMS, MMS, WAP, JAVA ME, Symbian, Windows Mobile, Blackberry, i-mode, BREW, WML and XHTML.

Link for Further Information: www.mobilepeople.com

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ENTRY #14: Newsphone - 11880 DA Service

NEWSPHONE developed the 1st Greek Alternative Directory Assistance Service via the number

11880. The 11880 DA Service started its activities on August 2005 and currently holds 23-25% of market share.

The 11880 Service is available 24x7 with a constantly updated & enriched content, offering various innovative services to its users, such as free-of-charge call-back for directory inquiries which require further investigation, direct connection to the desired telephone number (call completion), sending of required data to a designated number via SMS, unlimited number of

questions per call, as well as the possibility of forwarding vocal and written (via SMS) information to the recipient number on caller demand.

At the same time, 11880 provides information on inquiries of general interest, such as hospitals on-duty, pharmacies, petrol stations, cinemas, theatres, departure and arrival information for ships, planes & busses.

11880 capitalizes a lot of special occasions and events. During election period, 11880 was providing all the information regarding voting locations.

The fact that the company won the 2nd EFFIE award, in the Telecommunications category, for its marketing campaign is a solid proof of the dedication we have shown to the strongest and smartest promotion.

The key elements make 11880 service to attract and retain customers and really stand out from competitors:

• The 1st number in Greece that is accessible from both fixed line and mobile users
• Free call back service
• Free SMS service
• Rich content updated on a daily basis
• Speed of service

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ENTRY #15: MobileGates – DA SendToPhone And Collaborator API

Provides Directory Assistance Operators / Customer Service Representative with a One Click System To Send Maps, Images, Photos, Text or Complete Interactive Applications To Millions of Wireless Customers Around the World.

• The MobileGates SendToPhone API that also provides quick integration into SMS, DA, or IVR systems:
• Ability to provide a robust content offering to carrier, enterprise, MVNO channel and other channels
• CSR / DA Operator can view the user mobile content via a MobileGates emulator designed to aid the CSR in understanding what the user is viewing.
• Easy to get / send content and complete interactive applications
  • Maps/Directions
  • Real-time Fuel Pricing
  • Store Finders with store hours, technician available, etc.
  • Real-time traffic with traffic video captures and speeds of highways
  • Restaurant Finder
  • Movie Ticket Purchasing and trailer video captures
  • Concerts, Sporting Events and Theatre reservations and tickets
  • Parking Available
  • Ringtones, Wallpapers and Games MobileGates Transcoder technology automatically recognizes phone and displays images and maps to the correct display size (100 pixels x 200 pixels) for hundreds of phones around the world.

MobileGates location and relevancy engines provides highly targeted advertisements and related information.  Example: User receives movie time and day, user selects a time and day on the WAP application received from DA, a coupon pops up with a Dunkin Donuts coupon and directions and traffic conditions to the Theatre and where the ATM location is along the way if the user needs to get cash.

Link for Further Information: www.mobilegates.com/whitaker

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ENTRY #16: Slovak Telekom - 12 111 – Info Asistant

2 years ago we needed to pump new life into our traditional 1181 service. Otherwise it would die! Being part of a traditional wire line operator, managing a struggling 1181 service, we didn't get any financial support to create new business. Sounds familiar?

So, we brainstormed, discussed, did market research, asked friends, neighbors, family members and anybody. What do you think about this idea? We presented many crazy ideas, most of them didn't pass our tests. We found out that most customers said: Your operator most know what I don't know. In other words, we had to 'expect the unexpected'. Big question: how do we prepare for that? Well, you can't. The initial dis-advantage of zero budget became an advantage! We couldn't do a Big Bang, so we had to start small, develop fastly, learn from mistakes and motivate & train our agents to expect and perform the unexpected!

In these 2 previous years, we developed our 'Info Assistant 12111' service from zero brand awareness with no calls into a recognized service (official market research proofs it!) with 110.000 calls monthly. This mounts to 12% of total call volume and 16% of our reveneues!

This year we'll have a small budget to promote our service and expand the brand awareness, our customers know already that you can 'ask for anything' at 12111. Daily our operators are tested! And they pass with a smile :) We are proud that we launched 12111, in 2007 we'll develop more!

Link for Further Information: www.t-com.sk

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