Yell.com unveils new services as it expands in the mobile arena

Free business information, maps and directions to the mobile phone

24 January 2007

Yell.com today announced the launch of two new mobile services, application-based and browser-based, offering the growing number of UK mobile internet users the most advanced and feature-rich mobile services of their kind.

The local information services will make available business names, addresses and telephone numbers, maps and directions to the estimated 15.7 million regular mobile internet users in the UK (1). In a move further benefiting the consumer, Yell.com mobile will provide its services and information free of charge (2).

The dual application and browser approach has been adopted by Yell.com to ensure as many mobile users as possible can access its data directly on their phones. The application was developed by mobilePeople, a leading mobile search company based in Denmark.

With 95 per cent of active UK mobile handsets internet-enabled (3), Yell.com’s new services enable the majority of mobile phone users access to more than two million listings from its extensive and trusted database, wherever they are and whenever they need information. In addition, the new application service offers intelligent “regular request” lists, an auto-suggest function and a “click to call” button, making it an easy, quick and efficient service to use, often providing results in as little as three clicks.

Information found using Yell.com mobile can be saved to a phone’s contacts or shared with other mobile users by text, and the service also provides zoomable maps and turn-by-turn directions.

Martin Wilson, head of Yell.com mobile marketing, said: “We’re entering a highly exciting period of development within the mobile internet arena. As more advanced handsets become the norm and 3G technology begins to become more widely adopted, we can expect more and more regular users of mobile internet services.

“Yell.com believes that the time is now right to build on its commitment in this space and offer a wider and enhanced service range. Key characteristics of the mobile web will be immediacy and proximity. Our strong Yellow Pages heritage in classified local business information, combined with our new media knowledge from Yell.com and earlier pioneering work in mobile services, puts us in a great position to provide world-beating services that deliver what people need when they are on the move.”

Yell.com developed its first mobile offering in 2001, with its first application-based service following in 2004. From today, Yell.com mobile will be available as an application or browser based service accessible 24 hours a day, 7 days a week, 365 days a year. The application service is currently compatible with for more than 100 different mobile handsets, and more handsets will be added on an ongoing basis. The browse service is available to all mobile internet-enabled handsets.

Jens Andersen, chief executive officer and co-founder of mobilePeople, said: “It’s evident that consumers are warming up to the idea of searching on their mobiles.

“Companies worldwide are now facing the opportunity of winning over the ‘I need it now’ generation that chooses a mobile phone over a PC as a more convenient means of searching for information. It’s the final call for brands to get on the mobile web or miss out.”

(1) Source: Forrester UK mobile forecast 2005-2010, January 2006
(2) Network charges will apply and will vary between networks, but Yell makes no charge for its service
(3) Jupiter Mobile Research Model October 2006