What Emerging Technologies Will Drive

Tomorrow’s Directories?

Previews of Coming Attractions:

Consumer Trends/Key Facts• Increased penetration of wireless multimedia devices• Over half of all calls are from mobile phones in many major

markets• Demand for Personalization• Importance of Presence

Industry Trends/Key Facts• Voice Recognition technology is now robust• Presence/Local search are killer applications• National Search Engines’ move to localize (are localizing)• YP looking to embrace new technologies to expand services

and retain customers

Technological Feasibility

• Innovation • Improvement• Refinement• “I just invent, then wait until man comes

around to needing what I've invented” R. Buckminster Fuller

The technology already exists to do pretty much anything we can imagine – so why aren’t

we utilizing all of it?

The right “packaging” leads to Adoption

Witness:• Laptops• Palm Pilot • IPOD• There was nothing unique about the

basic underlying technology that caused these items to go mainstream

It takes a relentless pursuit of user understanding and

acceptance

Usability to Flexibility to Adaptability

• Changing human behavior is difficult and inefficient

• Programs are prone to fail when they are “too technology oriented and not client oriented”. Everett M. Rogers – Diffusions of Innovation

• Technology needs to work the way the user wants it to work

• The value must be provided when, where, and how your customer wants itLocal/Mobility

Personalization/Mobile

Presence/Mobility

Your customers are on the move!

Voice is the ultimate adaptable user interface for a mobile society

• “You never leave home without it”• Recognition rates and artificial

intelligence (Say AnythingTM)• Fully automated IVR, context-sensitive

and geo-location based applications

13%9%

18%

32%29%

Not At AllSatisfied

ExtremelySatisfied

61% of respondents were highly satisfied with respect to speech encounters

Source: Nuance Communications Inc.

“the third leg of the stool”

Print, Internet …. and Voice

YP is about information and the connection of consumers to merchants!

Voice is one of the most friendly and effective ways to give access to that information and facilitate that

connection

… and Voice is a natural extension of the YP brand

What is Enhanced Voice Directories (EVD)

• Enhanced YP search over the phone• Interactive local search via voice• Locate, offer enhanced information

about the merchant and connect• Fully automated IVR and geo-location

based

Toronto – 4th largest city

6 million population

300,000 listings

17 phone books

The future is now!

Emerging TechnologiesVoice – the ubiquitous medium

www.callgenie.ca