I’m a bit late writing about this news (Greg Sterling wrote about it here and the Kelsey Group guys here) but RHD has just released a series of DexKnows mobile apps & services. I recently had the opportunity to connect with Deborah Eldred, Director of Mobile at RHD, to discuss the new offer.
- Developed by MobilePeople
- Covers the whole mobile “value chain”: text messages, mobile browser version, downloadable client applications, iPhone application
- They looked at ComScore data to focus development on the most important phone models/carriers
- They developed a specific search “taxonomy” by looking at top categories in a mobile context. They also regrouped categories in three most-used metacategories called Gettin’ Grub (food & restaurants), Havin’ Fun (entertainment), Goin’ Places (travel)
- Search results are ranked by centroid, currently the center of the city, but eventually the user geo-location
I asked Deborah how the Dexknows offer was differentiated from other offers out there. She mentioned the following:
- Focused on relevant experience for mobile users (as opposed to advertiser-focused)
- Most important mobile categories have been grouped and surfaced on the home page
- People search (data provided by Whitepages.com)
- RHD covers the whole mobile value chain, from text messages to iPhone app
- They have great content in their in-region territory.
What it means: happy to see that directory publishers are releasing new mobile apps. Obviously, in the medium/long term, it is a critical component of the distribution mix. But I think, in the short term, it plays an important perceptual role with the sales team and advertisers.