Well the last 7-days have been nothing short of a great week for YellowPages.ca mobile.
- 1.8M downloads of its mobile applications
- 20% of business looks-up are coming from Mobile by the end of 2010
- launch of the Windows Mobile 7 Application, first local search application for Windows Mobile 7 (read press release)
- integration on one of Canada’s largest mobile news applications and mobile website, The Globe and Mail
- launch of AutoTrader.ca application for Blackberry (check out the Blackberry App World to download)
All in all, the momentum of YellowPages.ca is pretty impressive and is generating massive value for users and businesses a like.
In case you missed it, here is the screenshot of the Globe and Mail integration:
Download the Globe and Mail application from iTunes.
For the full list of mobile application provided by YellowPages.ca, check out YellowPages.ca Mobile.
In case you are wondering what the reach of Yellow Pages Group is on the web, check out my post from last week; Yellow Pages Group is Canada’s Largest Canadian Internet Company! Is It True? Yes, Here’s Why [Part 1]
Yellow Pages Group is Canada’s Largest Canadian Internet Company! Is It True? Yes, Here’s Why [Part 1]
Full disclosure; I am the head of business development for Yellow Pages Group in Canada, check out my LinkedIn profile. What I will share with you below is public information that I felt was time to compile into one post. With the recent announcement of the SMB Targeted Campaign by YPG and with prominant bloggers like Greg Sterling posting, “YPG Aims New Brand Campaign at SMBs” the question will be raised – is it true? Is Yellow Pages Group Canada really the largest Canadian Internet company?
I get asked a lot about YPG in networking events, from former colleagues and friends as to what exactly is YPG doing in the online space. Many people wrongly assume that we simply print books and that we are irrelevant to SMBs when it comes to the web. When explained to them how active YPG is online, what properties we own, and our mission to put our advertisers in the “path of ready to buy consumers”, they usually start to see the full picture of how RELEVANT YPG actually is in the Canadian Internet Landscape and why I am as passionate as I am about this business.
To start with, here is the print ad that is running across the country and here is a link to the Radio Ads:
I will break this post into the following 3 parts to explain the rationale regarding this claim of Canada’s Largest Internet Company:
#1) Let’s Talk Reach and Distribution
When I talk reach, I like to use a third party company to measure relative reach. Therefore, below I will use ComScore Media Metrix as the benchmark to speak about reach. There are other methods to track reach, a) internal logs, b) alexa, c) compete, etc. but in the Canadian Media Landscape – Comscore is still a standard when it comes to companies making decisions about spending on digital ad budgets as well as completely independent, therefore I use them as the benchmark.
Let’s start by looking at the September 2010 ComScore Numbers for the top 20 Properties used by Canadians. Here is the list:
If you re-sort this list based to only Canadian Owned Companies, or majority owned by Canadians, the top 20 list breaks down to only 6 companies.
#1) Yellow Pages Group
#2) Sympatico.ca Property
#3) Canoe Network
#5) Postmedia Network (formerly, CanWest Interactive)
#6) The Weather Network Meteomedia
Based on this metric, it is clear that YPG is in fact Canada’s largest Canadian Owned Internet company.
One important aspect of the YPG network is its unique position of “ready to buy consumers” who have location intentions. The portfolio of properties that makes up Yellow Pages Group (see below) are a collection of sites that have intention to buy as a common element. This is a powerful as other leading web properties are focused on or have elements of research, education or entertainment. The leading search engine, Google, reports that 20% of their queries are location based as an example of how even major search engines are only partially used for the purposes of local.
In terms of the buying funnel it is very accurate to say that YPG Users are closer to the buying decision, which makes them highly qualified leads. If you disagree with this, I would like to hear your opinion why?
Here is a sample of the sites that make up the Yellow Pages Group network:
- YellowPages.ca & PagesJaunes.ca
- AutoTrader.ca & AutoHebdo.net
On the Social Front – earlier this year I did a post on How Social is Yellow Pages Group in Canada – if you are interested, check out to see how active we are in Social Media.
On the distribution front, YPG is one of Canada’s most active companies that continually looks to distribute its content + its advertisers content throughout the web eco-system. Let’s take a look at some examples:
Search Engines – YPG listing data is distributed to Google, Yahoo and MSN. If your business is listed on YellowPages.ca, it will be listed on all major search engines in Canada. See attribution at the bottom of this sample from Google.
Major Portals – YellowPages.ca is integrated on all of Canada’s major portals, MSN, Sympatico, Yahoo, AOL, PostMedia Network, The Weather Network to name a few. Here are some example of doing a search for DENTISTS-TORONTO:
PostMedia Including Sites Such as:
Canada.com – Dentists in Canada
Montreal Gazette – Dentists in Montreal
Calgary Herald – Dentists in Calgary
Vancouver Sun – Dentists in Vancouver
Edmonton Journal – Dentists in Edmonton
Ottawa Citizen – Dentists in Ottawa
Telcos – Distribution through major Telco websites including Bell.ca, MyTelus.com, MTS through MyWinnipeg.com, Bell Aliant, NorthernTel, TBay Tel.
YellowAPI.com – The Yellow API allows ANYONE to build their own applications and mashups by providing dynamic local business data. We supply you the tools to encourage innovation and expand your audience reach to 33 million people. Read more about our data and opportunities in the Overview.
In June, YPG debuted its iPad Application (see my post when this was the #1 app in iTunes) and according to the press release was approaching 1 Million Downloads of its mobile applications. As of today, this number is well over 1 Million.
Think about this for a second.
Over 1 Million Downloads of applications, for a 100% pure Canadian application that is not a game. There are many great Canadians Applications for SmartPhones, TheWeatherNetwork, GlobeandMail, Sportnet, etc. which all are incredible in their vertical, but YPG is the only one focused solely on connecting local buyers and consumers – that is pretty cool.
In terms of mobile development YPG Canada is also a leader, releasing a specific version for each major platform used by Canadians. Check out more at Yellow Pages Mobile.
Although there is no 3rd party that benchmarks applications, I can tell you personally that I have talked with many of the major players in Canada and the US and at over 1M downloads, YPG is not only a leader in Canada (all agree that we likely #1) but would be a leading application down south as well. When it comes to local mobile applications, there is little doubt that YPG would be #1.
So What Does This Mean For a Small Business
If your business relies on directive advertising as a source of leads, YPG still drives a significant number of leads. In my upcoming post on revenue and the SMB portfolio, I will explain how YPG has embraced other sources of lead management for SMBs, namely Search Engines, to continue to drive its mission of connecting buyers and sellers.
In the interim, I suggest you take a look at the following posts, some of these are a couple of years old but still very relevant for Small Business Owners.
What Do You Think of Part 1?
In less than 24-hours, we have moved to the #1 free application in Canada. Will be interesting to see how long we stay in that position.
I did a post last year on the reasons for the success of the YellowPages.ca iPhone application, when we hit 1/2 million downloads (we are now over 1M) and I think those reasons are still valid today – what do you think.
NOTE: here is the link to the press release on the 1M download mark – YellowPages.ca™ Mobile App for Smart Phone Hits Milestone With One Million Downloads Over 30,000 Downloads Each Week!
Quick update this morning (Tuesday, June 15, 2010) – less than 24-hours, the YellowPages.ca iPad application hits #2 top free iPad app in Canada,
As far as I can tell this is the first directory application in Canada and one of the first directory applications for the iPad by a major IYP.
What are do you think of the application?
Home Page of the Application (Vertical View)
Home Page of the Application (Horizontal View)
Search Results for Hotels NearMe – I was at the Yellow Pages offices in Calgary
Selected Country Inn and Suites – I can see from the listings, they have a video (content is king)
Looking at some Photos
I like this business, what about adding it to my favorites
Hotels in Near Me search (vertical view)
Looking at the results (vertical view)
Country Inn and Suites (vertical view – all the content in one easy view – very cool)
What you Favorite a Business you add a new icon to the home page
Reverse Lookup Screen
Well it is Friday night and I had another week of travelling. This week I was down at the Chirp Conference (first developers conference for Twitter) in San Francisco. The team at TechCrunch did a great job of covering the conference, here are some articles to check out if you have not already:
– Twitter has 105,779,710 Registered Users, Adding 300K A Day
- Twitter Adds Places To Its Geo-Tweets, Just Don’t Call It A Check-In
- Live From Chirp: Twitter’s Platform Roadmap
- Ev Explains Twitter’s Move Into Mobile Apps: “Otherwise We Are Failing Users”
So enough about Chirp, this has been covered extensively this week.
While I am waiting for my wife I was playing with my iPhone, actually wishing I had an iPad (after the Chirp conference and speaking to a number of people about their iPads, I am convinced that I need to buy one, but that for another day). Back to my iPhone – I was playing with Mobile Web, not iPhone applications and I got to wondering about the Mobile Web experiences for Canadians?
So here is what I did.
I visited the following sites through my Safari browser on my phone. Google.ca, YellowPages.ca, Yahoo.ca, and 411.ca. I tried to visit yelp.ca, but it gave me their actual website, not their mobile enhanced so they are not included.
I then entered the exact search term “restaurants toronto” for each site and was presented with their results. The screenshots below are the results page for each of the above websites. Check them out yourself.
So here is what I want to know? Based on the screenshots below for the search “restaurants toronto” and nothing but the screenshots below, which mobile application provides the best results? I am going to leave it as best results, you decide whether best results mean content, look and feel or brand loyalty.
In alphabetical order:
One more screenshot from an application that I am testing on my iPhone (it is not available to the general public yet) called Urbanizer, mood based searching. This application is going to rock. You can subscribe to get notified when it is available in the app store.
If we are missing your favorite mobile web application, put the URL in the comments, I would be happy to add it to this post.
So last week I was at the Kelsey Conference in San Diego during the brand relaunch for Yellow Pages Group. With our brand relaunch, we also launched a series of funny television commercials. One of the those commercials is emerging as the one that seem to have gotten the most traction in YouTube and even has it own fan page on Facebook. The video I am referring to is the Oily Man video, see below.
Since I started working with Yellow Pages Group in 2006 we have produced (not me specifically, but our communications teams) some pretty funny ads for our Yellow Pages business and our Auto Trader business.
Here are my favorite 3 ads; 1 from our current Yellow Pages Group campaign and 2 ads from previous Auto Trader campaigns. Which one do you think is the funniest ad?
Yellow Pages Group Oily Guy (2010)
Auto Trader Research (2008)
Auto Trader “Big Fatty” (2006)
Want to see more ads. Follow the links below:
Available as of this morning in the iTunes Store is the brand new YellowPages.ca mobile application for finding businesses and people with some cool new features, such as auto category selection, map based viewing of results, more added content and a completely brand new user interface.
Here are some screenshots of the application:
In November I posted on my blog and update on the fact that there were over 1/2 Million downloads and 3 reasons why Canadian love this application (click to read the original post). This release of the application stays consistent with those 3 reasons which include;
Simplicity – this version of the application remains true to its core of key functions that allow a user to get to the information they need.
Content – with a focus on videos, photos and more content coming soon, it displays the information that users want to see to help them make better decisions
Usability – with this upgrade comes a more user centric focus.
What do you think? Does this application hit the mark? Would be interested to hear your comments.