Local Search : Will Comcast Become a Player?

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ComcastComcast is a bit of a sleeping giant in local:

  • The company has a significant local sales force
  • It’s a top 50 Web property and has a 1% search market share (Nielsen, 11/06)
  • It has video, online and TV distribution assets
  • It has lots of cash on hand
  • It has a “triple play” play (TV, Internet, phone) and will soon have a wireless MVNO (via Sprint)

The question is: how much does the company want to commit to local (time, build, buy)?

In my presentations I often say that online no single company has the kind of quasi-monopoly control over advertiser acquisition, content creation and distribution that traditional newspapers and yellow pages had in local. However, Comcast may be the potential exception to that statement.

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