AT&T enhancements to Local Search &

SMS Text

Not a huge deal, but here’s the release noting the functionality and enchancements. It underscores that mobile is being taken very seriously and the competitors are jockying for consumer awareness and (later) ad dollars.

AT&T is in a potentially strong position because it now effectively “owns” the yellow pages brand with Depending on how well the company executes over time, this fact will have justified the $100 million price tag the company paid for the URL. AT&T has also recently started testing ad-supported directory assistance with 1-800 Yellow Pages.

If AT&T can successfully promote and integrate, 1-800-Yellow Pages and mobile local search, from a brand and usability standpoint, it will succeed in becoming one of the strongest players in local search. There are many “ifs” there however.

Greg Sterling is the founding principal of Sterling Market Intelligence, a consulting and research firm focused on online consumer and advertiser behavior and the relationship between the Internet and traditional media, with an emphasis on the local marketplace.

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