RHD Releases DexKnows iPhone App

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.

dexknows-mobile-apps

Highlights:

  • 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.

You can go to m.dexknows.com to use/download the various versions and a short video shows the various features.

Update: Yellow Pages Group in Canada has also released applications for the iPhone and Blackberry. Canpages had released an iPhone app about two weeks ago.

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.

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