SAN JOSE, Calif.-Orange France launched a new intuitive directory service that will allow subscribers to search for information in a non-structured format. Orange teamed with technology company Dejima Inc. to offer the text messaging service, which allows users to search for business addresses and other directory information without using keywords or other menu-style search features.
“Providing easy access to useful directory information enables our customers to be highly productive no matter where they are in France,” said Pascal Thomas, the carrier’s marketing director. “Improving the usability of our service is a key priority for Orange France and our early trials indicate that customers who adopt free form and intuitive interaction have a more pleasant, more frequent and more valuable experience with our service.”
The new service, dubbed 2 12 12, is powered by Dejima’s Direct Mobile Messaging platform, and allows Orange France customers with short messaging service-enabled handsets to use their own words and language to access more than 150 directory service categories, ranging from auto repair shops to restaurants.
