Monthly Archives: July 2008

Update on Facebook and Local Search

As many of you know – my YP Labs team launched the YellowPages.ca Facebook Application back in May. I did a post on the television coverage by CTV – check it out.

So what is the determining success in developing a facebook application? In the facebook world it really comes down to the number of installs of the application and more importantly the number of daily active users. At the bottom of this post, I will share some numbers on local search applications in facebook.

Before I get into small application numbers, I want to highlight a feature about the YellowPages.ca application – building your own lists to share with friends and then map your lists. This application allows a user to create lists for private, semi-public and public on pretty much any topic. Here are some public user created lists:

Favorite Restaurants in CalgaryMap List.
Favorite Sports Stores in MontrealMap List.
Favorite Toronto RestaurantsMap List.
Great Restaurants in Port PerryMap List.
Places to Eat in OttawaMap List.

Some interesting lists, including one for my favorite places to eat in Ottawa.

Back to numbers of successful application usage. I grabbed these numbers from Adonomics.com, which aggregates usage on facebook applications. Here are some stats regarding application usage on facebook. Numbers are as of today.

The most successful application, in terms of installs is SuperWall with just under 43M installs and a daily active usage of 2%.

Funwall has the most active users at 1.8M from a total install base of 36.5M and a daily active usage of 5%.

Scrabulous (now being sued by Hasbro) has 3.9M installs and daily active usage of 506K or 13%.

So what about local search applications? First, from an expectation perspective, they are not even close to the above numbers. Facebook is still, at its core, a platform of entertainment. However, it is interesting to see how some of the local search player applications fair-out:

Yell Socialiser (UK) – 500 installs, 2 daily active users (0%)
Praize’n’raze (CDN and US) – 950 installs, 57 daily active users (6%)
YellowPages.ca (CDN) – 667 installs, 40 daily active users (6%)
Local Picks (Global) – 1.1M installs, 3349 daily active users (0%)
Lolodex (US) – 2800 installs, 15 daily active users (0%)

Praized Media Launched Yesterday

I was stuck in all day meetings yesterday so did not have a chance to post this when it happened, but the team at Praized Media has fully launched it Distributed Platform yesterday. Congrats to Sebastien, Harry and Sylvain. I first posted about them in September after they received their initial round of funding – you can see that post here. You can check out the site here as well as all a blog post about all the press coverage they are receiving.

Over the past number of months, I worked with the Praized Team on the data distribution and traffic agreements for Yellow Pages Group Canada. Many people kept asking me what Sebastien was up to (I use to work with Sebastien at Yellow Pages Group and he is one person with whom I regard very highly) but had to keep quite out of respect as well as contractual obligations.

Now that it is launched, what I think you are going to see two things; 1) a user focused platform that I would bet is going to be very successful and 2) a model that demonstrates how publishers and new ventures can work together. For the start-ups they get the necessary data to ensure they can fully deploy their concept and a revenue model. For publishers they get exposure in the social space and targeted traffic to their online networks. This is a very exciting time and I am excited to be working with such innovative organizations such as Praized Media.