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Rboc Yellow Pages Market Opportunities, Market Forecasts, and Market Strategies, 2003-2008

  • ID: 34162
  • Report
  • January 2003
  • Region: Global
  • 215 pages
  • Wintergreen Research, Inc
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Yellow pages perform a unique advertising function.They link businesses directly with customers who are about to make a purchase of the products and services they offer.Print directory revenue promises to drive markets.
Yellow Pages influence consumers in their shopping habits.U.S. yellow pages industry revenue of $13.6 billion represents advertising spending that directly impacts $1.5 trillion in consumer spending.

That yellow pages advertising affect over $1.5 trillion in commerce means that the companies offering directories have unique access to the Internet channel as it evolves.The yellow pages directories increase commerce.Consumer use of the yellow pages for shopping and purchasing goods and services represents 15 percent of U.S. gross domestic product (GDP) and 21 percent of personal consumer expenditures in 2002.

Rboc directory services forecast analysis indicates that markets at $12.5 billion are expected to reach $18.3 billion by 2007.Bundling of electronic and print services is the most compelling market driving force.Specialized services will continue to evolve.Professional services guides are being added to restaurant and foreign language guides.Directory services become a more significant segment as telephone numbers for data are implemented.

The following key topics are addressed in this report:

- Dot.Com Marketers,
- National Yellow Pages Revenue,
- Rboc Yellow Pages Market,
- Value Of Print Yellow Pages,
- Yellow Pages Users And The Internet,
- Creating Yellow Pages Advertising,
- Systems Integrator Service Providers

Following is a list of the companies profiled in this report:

- BellSouth
- British Telecom
- Qwest
- SBC Communications
- Verizon Communications

This report consists of over 215 pages and includes over 75 tables and figures.
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TABLE OF CONTENTS:

RBOC YELLOW PAGES EXECUTIVE SUMMARY ES-1

Unique Advertising Function ES-1

RBOC Directory Market Shares ES-3

RBOC Directory Services Market Forecasts ES-4

1. YELLOW PAGES MARKET DESCRIPTION 1-1

1.1 Yellow Pages Influence 1-1

1.2 Local Yellow Pages Revenue 1-1

1.3 National Yellow Pages Revenue 1-2

1.4 Dot.Com Marketers 1-3

1.5 Value of Print Yellow Pages 1-3

1.6 Yellow Pages Users 1-4

1.7 Baby Boomer Demographics 1-5

1.8 Yellow Pages Users and the Internet 1-6

1.9 Yellow Pages Positioning 1-6

1.10 Brand Selection 1-7

1.10.1 Yellow Pages Ad Size 1-8

1.10.2 Yellow Pages Headlines 1-8

1.10.3 Yellow Pages Ad Flow and Design 1-9

1.11 Creating Yellow Pages Advertising 1-9

1.11.1 Yellow Pages Color 1-10

1.12 Yellow Pages Advertising Copy 1-11

1.13 Yellow Pages Electronic Ads 1-12

1.13.1 Internet Yellow Pages 1-13

1.14 White Pages 1-13

2. REGIONAL BELL OPERATING COMPANY YELLOW PAGES AND INFORMATION SERVICES MARKET ANALYSIS AND MARKET FORECASTS 2-1

2.1 RBOC Yellow Pages Market 2-1

2.1.1 Bundled Print And Electronic Advertising 2-3

2.1.2 RBOC Directory Market Shares 2-3

2.2 RBOC Directory Services Market Forecasts 2-6

2.3 SBC 2-8

2.3.1 SBC SMARTpages.com 2-8

2.3.2 SBC SMARTpages.com Usage 2-9

2.3.3 SBC Print Directory Products and Services 2-10

2.3.4 SBC SMARTpages.com Marketing Initiatives 2-11

2.3.5 SBC Yellow Pages Metrics 2-12

2.4 Verizon 2-13

2.4.1 Verizon Spanish Yellow Pages 2-13

2.4.2 Verizon Spanish-Language Web Sites 2-19

2.5 BellSouth Yellow Pages 2-21

2.5.1 Bellsouth Community Directories 2-23

2.5.2 International Guide Of Products And Services Product Description 2-25

2.5.3 BellSouth.com On-the-Go Consumers 2-26

2.5.4 BellSouth.com Need for To Go 2-27

2.5.5 BellSouth.com On-the-Go Advertiser Benefits 2-27

2.5.6 BellSouth To Go Directory Markets 2-28

2.5.7 Opportunity To Provide Inserts In Bellsouth Yellow Pages 2-29

2.6 Qwest 2-29

2.6.1 Qwest Yellow Pages 2-29

2.6.2 QwestDex Yellow Pages 2-30

2.6.3 QwestDex Internet Yellow Pages 2-30

2.7 RBOC Market Shares 2-30

2.7.1 Wireline Market Shares by Segment 2-34

2.8 Yellow Pages Industry Profile 2-36

2.8.1 Yellow Pages Market Forecast 2-39

3. RBOC YELLOW PAGES MARKET POSITIONING 3-1

3.1 Verizon Directories 3-1

3.1.1 Verizon Spanish Yellow Pages 3-2

3.1.2 Verizon SuperPages.com en Español 3-2

3.1.3 Verizon Information Services and SuperPages.com 3-3

3.1.4 Verizon Online Directories 3-4

3.1.5 Verizon Galleries 3-4

3.2 SBC's Directory Operations 3-5

3.2.1 SBC SMARTpages.com 3-7

3.2.2 Yahoo! / SBC Yellow Pages 3-10

3.2.3 Yahoo Reaches Local Businesses 3-11

3.2.4 SMARTpages.com National Reach 3-13

3.2.5 ConsumerSMARTpages.com 3-13

3.2.6 SBC Global Network 3-13

3.3 Bell South 3-15

3.3.1 BellSouth Restaurant Advertiser Benefits 3-17

3.3.2 BellSouth Spanish Language Yellow Pages Advertiser Benefits 3-17

3.3.3 BellSouth Dynamic Space Product Description 3-19

3.3.4 Display Advertising Product Description 3-20

3.3.5 Bellsouth Delivery Insert Advertiser Benefits 3-21

3.3.6 BellSouth Display Advertising 3-23

3.4 Qwest Internet Yellow Pages 3-24

3.4.1 Qwest White Pages 3-25

3.4.2 Qwest Internet Yellow Pages 3-25

3.4.3 Qwest Audio Information Services 3-26

3.4.4 Qwest Consumer Tips 3-26

3.4.5 Qwest In -Ad 3-26

4. ELECTRONIC INFORMATION PORTAL TECHNOLOGY FOR YELLOW PAGES 4-1

4.1 Electronic Information 4-1

4.1.1 Definition of Portals 4-1

4.1.2 E-Business Portals 4-1

4.2 Impact of the Internet 4-2

4.2.1 Single Web Destination 4-3

4.2.2 Personalized Page 4-4

4.3 Enterprise Portal Uses 4-4

4.3.1 Track Demographic Information and User Preferences 4-5

4.3.2 Enterprise Uses 4-5

4.4 Application Servers 4-6

4.4.1 Application Server Positioning 4-8

4.5 Silos Of Applications 4-10

4.5.1 Mission Critical Functionality 4-11

4.5.2 Mainframe Environments 4-12

4.6 Target Markets 4-13

4.6.1 Authoring Tool Technology Vendors 4-13

4.7 Systems Integrator Service Providers 4-14

4.7.1 Customer Implementations 4-14

4.7.2 Positioning 4-15

4.7.3 Implementation of Unified Messaging and Telephone Numbers for Data 4-21

5. REGIONAL BELL OPERATING COMPANY (RBOC) PROFILES 5-1

5.1 Regional Bell Operating Companies (RBOCs) 5-1

5.1.1 Wholesale Customer Bankruptcies 5-1

5.2 BellSouth 5-2

5.2.1 BellSouth Operating Segments 5-3

5.2.2 BellSouth Revenues 5-3

5.2.3 BellSouth Second Quarter 2002 5-5

5.2.4 Domestic Wireless / Cingular 5-6

5.2.5 Central and South American / Latin America Group 5-6

5.2.6 Advertising and Publishing Group 5-6

5.2.7 Workforce Reduction 5-7

5.2.8 Long Distance Launch 5-7

5.2.9 Growth Sectors Of BellSouth Businesses 5-8

5.2.10 Strengths And Weaknesses Of BellSouth 5-10

5.3 British Telecom 5-11

5.4 Qwest 5-12

5.4.1 Motion Filed To Block The Sale Of Qwest’s Directory Publishing Unit Denied 5-13

5.4.2 Qwest Strategic Positioning 5-13

5.4.3 U. S. Attorney Office In Denver and SEC Criminal Investigation Of Qwest 5-14

5.4.4 Qwest Partners 5-14

5.4.5 Qwest Strategic A lliance With Microsoft 5-16

5.4.6 Qwest Strategic Alliance with Cisco 5-17

5.4.7 Qwest Strategic Alliance with IBM 5-17

5.4.8 Qwest Network Resource Optimization 5-18

5.4.9 Qwest High-Capacity Fiber Optic Network 5-19

5.4.10 Strengths And Weaknesses Of Qwes t 5-21

5.4.11 Qwest Total Communications Revenue 5-24

5.5 SBC Communications 5-28

5.5.1 SBC Wireline 5-29

5.5.2 SBC Packaging Innovations 5-31

5.5.3 SBC Product-Based Revenue Categories 5-31

5.5.4 SBC New Markets 5-32

5.5.5 SBC End-To-End Service 5-33

5.5.6 Directory And Electronic Advertising Services 5-34

5.5.7 SBC Internet-Based Directory Services 5-35

5.5.8 SBC Cingular Wireless Strategy 5-35

5.5.9 Cingular Wireless New York Launch 5-37

5.5.10 SBC Data Strategy 5-38

5.5.11 SBC Yahoo DSL Strategy 5-41

5.5.12 SBC / Sterling Commerce 5-44

5.5.13 SBC Sells Its Interest in Bell Canada 5-46

5.5.14 SBC Supports Reform of Universal Service 5-47

5.5.15 SBC National-Local Trends 5-48

5.5.16 SBC Communciations Revenue 5-49

5.5.17 Wireline Segment Results 5-52

5.5.18 SBC Directory Revenue Results 5-55

5.5.19 SBC International Revenue Results 5-56

5.5.20 Strengths And Weaknesses Of SBC 5-57

5.6 Verizon Communications 5-59

5.6.1 Verizon Operating Revenues 5-60

5.6.2 Verizon Domestic Telecom 5-63

5.6.3 Verizon Local Services 5-65

5.6.4 Verizon Network Access Services 5-66

5.6.5 Verizon Long Distance Services 5-67

5.6.6 Verizon Other Services 5-67

5.6.7 Cost Reductions 5-68

5.6.8 Verizon Domestic Wireless 5-68

5.6.9 Verizon International 5-70

5.6.10 Verizon Information Services 5-72

5.6.11 Strengths And Weaknesses Of Verizon 5-73
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