How Technology Is Driving a Revolution In Local Advertising
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Download the full version: The Future Vision of Directory Services
Today, the communications service provider is rethinking its approach to directory services. Some companies have divested directory services entirely. Others have achieved phenomenal success by redefining the very nature of directory services and by finding and exploiting new and profitable sources of advertising revenues. Driven by the growth in online searches, and specifically local online searches, these new directory services will drive online advertising growth over the next half-decade or more.
In this HP paper, the author examines the influence of technology and new business models on the local advertising business. The paper evaluates the business and service architectures and process models needed to create a more agile, interactive directory-services company and to transform the traditional paper-based business into a new online experience. The author also shows how these strategies are applied in the local advertising marketplace. By changing the ways in which customers find, buy, and sell, these new directory services enable consumers to connect anywhere, anytime, and any place conveniently.
