電話服務資訊廣告：瞭解「免費」的結構

電話服務資訊廣告：瞭解「免費」的結構 是由出版商The Pierz Group, LLC在2006年05月所出版的。 這份英文市場調查報告書包含128 Pages, 33 Tables & Charts 價格從美金3750起跳。

簡介

目錄

Abstract

The United States, Canada, The United Kingdom and South Africa all now have advertiser-sponsored, free-to-consumer telephone-based information services. These services have enjoyed varying levels of success. Key elements within the business models of each service have contributed to this variation. Whether you offer or plan to offer these free-to-consumer services or are competing against them, you need to understand each offering in detail. Each of these services is unique.

This Report Features:

• 33 Charts and Tables (See Table of Charts & Figures)
• 128 Pages that provide an understanding of what these free-to-consumer services are, how they work and why they have been launched now
• Detailed review of provider's business models and call flows for each service reviewed
• Test call results to gauge and compare service accuracy, speed, ease of use, and call features for the North American services.
• Two separate forecasts that detail two possible scenarios for the development of these services in the US market.
• Actionable recommendations for both those who provide advertiser-sponsored services and those who find themselves competing against them.

Who Needs This Report?

• Companies that offer, or plan to offer, advertiser-sponsored services
• Companies that are now competing against "free" advertiser-sponsored services
• Yellow Pages and Internet directory publishers
• Technology suppliers to the industry
• Venture capital firms and investors in the information services arena

Key Findings:

The confluence of key market factors have created the opportunity for new advertiser-sponsored, free to consumers, information services to enter the market in the US and Israel within recent months. These new services join the ranks of already successful implementations in Canada and South Africa. This report details how and why these services have emerged now, the strategic approach each has taken and provides the results of thousands of test calls placed to test the overall accuracy, and efficiency of these services.

• Three new advertiser-sponsored "free" DA/DQ services joined 1-800-SAN-DIEGO in the US market since November of 2005. Each of these new services has unique elements to their business model; all share some of the same challenges.
• The United Kingdom, Canada, South Africa and Israel also have free to consumer information services applications. Each of these is unique and approaches both consumers and advertisers with a different positioning in the marketplace.
• The new, national advertiser-sponsored services are cannibalizing some DA/DQ call volumes, but they are also expanding the entire category with new incremental call volumes from consumers who were not heavy users of traditional DA/DQ services.
• Under the right circumstances free to consumer DA/DQ applications could grow to reach 1.5 Billion calls per year in the US market by 2010.
• To reach that number of calls each year just being "free" is not good enough
• Test calls to these services generated a range of results. The quality and accuracy of some of these services is approaching that of US fixed line carrier offerings which range in price to consumers from $0.20 (Sprint New Jersey) to $1.99 (AT&T).
• Traditional DA/DQ services can compete with "free" if they lose their traditional mind set and focus on the right strategic elements. You are offering a solution to a consumer's problem, not just a telephone number lookup.
• The Pierz Group projects the on-going successful introduction of similar services in other markets around the world.

Table of Contents

Key Findings

Executive Summary

First Things First: Defining Advertiser-Paid Services

• Why Now? Timing is Everything

Positioning: Marketing 101

• Service Positioning
  • Consumers and Directory Assistance/Enquiry Services
  • Consumers and Yellow Pages Delivered Over the Telephone
• Coverage: National vs. Local
• Pay-Per-Call vs. Monthly Fee
• Where are Volumes Coming From? Cannibalization & Incremental
• Growth in Information Services Calls

Company Profiles

• United States
  • Jingle Networks
    • Overview
    • Key Consumer Success Factors
    • Key Advertiser Success Factors
    • Critical Factors for 1-800-FREE411
  • inFreeDA
    • Overview
    • Key Consumer Success Factors for inFreeDA
    • Key Advertiser Success Factors for inFreeDA
    • Critical Factors for inFreeDA
  • 1-800-SAN-DIEGO
    • Overview
    • Key Consumer Success Factors for 1-800-SAN-DIEGO
    • Key Advertiser Success Factors for 1-800-SAN-DIEGO
    • Critical Factors for 1-800-SAN-DIEGO
  • 1 800 411 SAVE
    • Key Consumer Success Factors for 1-800-411-SAVE
    • Key Advertiser Success Factors for 1 800 411 SAVE
    • Critical Factors for 1 800 411 SAVE
• Canada
  • HelloYellow™
    • Key Consumer Success Factors for HelloYellow™
    • Key Advertiser Success Factors for HelloYellow™
    • Critical Factors for HelloYellow™
• Western Europe
• United Kingdom
  • Responsa
  • Key Consumer Success Factors for Responsa
  • Key Advertiser Success Factors for Responsa
  • Critical Factors for Responsa
• South Africa
  • INFO10118
    • Key Success Factors for INFO10118

Test Call Results

• The Test Call Methodology
• What this analysis is not
• Overall Results
• Jingle Networks Test Call Results
• inFreeDA Test Call Results
• 1-800-411-Save Test Call Results
• 1-800-SAN-DIEGO Test Call Results
• HelloYellow™ Test Call Results

The Forecast

• Baseline Scenario
• Assumptions
  • Baseline Scenario Call Volumes
  • Mobile Subscribers Play a Big Role
  • Baseline Scenario Revenues
• Yellow Pages Acquisition Scenario
  • Yellow Pages Acquisition Scenario Call Volumes

Summary & Recommendations

• Summary
• Recommendations
  • Great Advertiser-Sponsored Services Do a Few Things Well:
  • How do You Compete Against Free?

Glossary

Related Research

Table of Charts and Figures

• Figure 1: The Majority of Consumers May Be Willing to Listen to a 10-Second Ad to Save Money
• Figure 2: Jingle Networks Overview
• Figure 3: Jingle Networks Call Flow
• Figure 4: inFreeDA Overview
• Figure 5: inFreeDA Call Flow
• Figure 6: 1-800-SAN-DIEGO Overview
• Figure 7: 1-800-SAN-DIEGO Call Flow
• Figure 8: 1800-411-SAVE Overview
• Figure 9: 1-800-411-Save Call Flow
• Figure 10: HelloYellow™ Overview
• Figure 11: Hello Yellow™ Call Flow
• Figure 12: Responsa Overview
• Figure 13: Average Number of Rings Before the Call is Answered
• Figure 14: Average Number of Times a Caller is Asked to Repeat the City Name
• Figure 15: Average Number of Times a Caller is Asked to Repeat the Business Name
• Figure 16: Percentage of Calls Handled by a Live Agent
• Figure 17: Was the Ad Relevant to the Business the Caller Requested?
• Figure 18: Did the Service Provide the Right Number?
• Figure 19: How Often are Additional Features or Services Offered?
• Figure 20: Jingle Networks Call Management Results
• Figure 21: Jingle Networks Call Performance Statistics
• Figure 22: inFreeDA Call Management Results
• Figure 23 inFreeDA Call Performance Statistics
• Figure 24: 1800-411-Save Call Management Results
• Figure 25: 1-800-411-SAVE Call Performance Statistics
• Figure 26: 1800-SAN-DIEGO Call Management Statistics
• Figure 27: 1-800-SAN-DIEGO Call Performance Results
• Figure 28: Baseline DA/DQ Call Volume Forecast
• Figure 29: Where Do U.S. Consumers Find Phone Numbers?
• Figure 30: Baseline DA/DQ Revenue Forecast
• Figure 31: Synergies of a Yellow Pages Acquisition in U.S. Market
• Figure 32: Call Volume Projections Under Yellow Pages Purchase Scenario
• Figure 33: Yellow Pages Acquisition Scenario Revenue Forecast

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