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My presentation will cover the future of consumer oriented and B2B oriented directory services with respect to new technologies that are both empowering and undermining current business models. In this regard, I hope to provoke some responses and questions. Although I will begin with the consumer as user, I will progress to the presentation of B2B implications, which is of more relevance to those involved in the trade directory business.
At present, due to mergers, acquisitions and consolidations, the directory industry is witnessing significant turmoil. Equally, liberalised telecom regulations have reduced the number of exclusive or proprietary databases. Although new technologies are creating opportunities, they also undermine existing franchises. Once a similar response is available from several competitors, advertisers will negotiate the reduction in fees and pricing will fall under the control of new entrants and their most desperate competitors. Consequently, the time for clear thinking has arrived: nothing focuses the mind like an eminent hanging.
As an electronic directory, one enjoys three main competitive advantages. First, customers will only use directories that are easier to navigate and provide a rapid, personalised response. Secondly, consumer data, used by vendors, offers a significant competitive advantage. Finally, product data, driven by the directory’s propriety research and updated by consumers and users, is essential. If one can use past searches and activities to upgrade the level of feedback to future searches, one gains important competitive advantage.
However, some falsehoods need to be corrected. First, consumers do not care about the brand of directory used: it merely represents an intermediate step. Secondly, location-specific information will not yield a sustainable competitive advantage. Although it is important...The rest of the text is available by entering your password on the previous page (proceedings)