A publicly accessible directory of wireless numbers would generate nearly $2 billion in revenues in the United States by 2008, according to a report released last week-but only if the major carriers cooperate.
The study, conducted by The Pierz Group, indicates that carriers and wireless directory assistance providers stand to generate huge revenues if they can assuage security concerns of both consumers and Verizon Wireless, the nation’s largest carrier.
“With the technology available today, providing greater consumer privacy and better connectivity at the same time are not mutually exclusive ends,” said Kathleen Pierz, managing partner of the Michigan-based consulting firm. Pierz is following up the report by studying the willingness of consumers to have their wireless numbers submitted to the database.
“The early results of this research provide very positive indicators for consumers who want to list (their numbers) with those privacy protections,” she said.
The Cellular Telecommunications & Internet Association has begun work on an “opt-in” directory-assistance program it hopes will be up and running early next year. In order to be a success, though, any database will have to have enough listings to be useful for consumers, and that’s not going to happen unless Verizon agrees to participate. Earlier this year, Verizon Wireless Chief Executive Officer Denny Strigl said his company is opposing CTIA’s efforts.
“Our industry has surrounded customers’ information with a wall of privacy,” said Strigl. “Why would you want to tear down that wall-that unique advantage that we provide-that we have spent two decades fortifying?”
Others are pursuing creating a database by circumventing carriers and targeting wireless users directly. Wyty L.L.C., a South Dakota-based technology firm, quietly announced plans last week to create an online database that could be accessed for no charge.
“We have placed the option to register with the directory in the customer’s hands,” said Ryan Oines, vice president of technology at Wyty. “By doing this, as well as supporting the FCC’s `Do Not Call’ registry, we can eliminate the concern of telemarketers calling, but give access to friends, family and potential business contacts.”
Meanwhile, carriers have been busy lately launching decidedly non-controversial types of directory assistance: business listings. Among the announcements in the last few weeks:
c Verizon began offering an updated version of its SuperPages “On the Go” service, a BREW-enabled, downloadable Yellow and white pages directory. SuperPages.com also features an online shopping engine that returns local results on three platforms-in print directories, on the Internet and on Verizon phones.
c Sprint PCS users who carry Vision phones can now access YellowPages.com via RACA Wireless’ OpenMotion platform.
c AT&T Wireless Services Inc. also has begun offering directory service with the OpenMotion platform. Subscribers to the carrier’s mMode service now have mobile access to YellowPages.com, which boasts more than 7 million visitors a month who conduct more than 14 million searches for products, services or specific businesses.
