YP411 from AT&T’s YELLOWPAGES.COM Brings Text Message Business Search to Consumer Cell Phones and PDA Devices

YP411 Adds to YELLOWPAGES.COM’s Premiere Mobile Services for Finding Local Businesses.

Service Brings YELLOWPAGES.COM Advertisers and Business Listings Another Innovative Application to Reach Local Consumers.
Finding local businesses is just one text message away as a result of a new service launched by YELLOWPAGES.COM (www.yellowpages.com), a subsidiary of AT&T Inc. (NYSE: T).

To use the service, consumers simply send a text message to YP411 (97411) with a business name or business category, along with a city and state or ZIP code. YELLOWPAGES.COM then returns text message results with up to three listings. Consumers can simply click the phone number included in the results to initiate a call to a business. Additionally, for phones and PDAs that support the capability, consumers can click the WAP link to see more details of the business such as a map or directions.

“As a part of our multimodal strategy, the YP411 text message service adds to the terrific value we are bringing to consumers and local businesses,” said Matt Crowley, chief marketing officer of YELLOWPAGES.COM, AT&T. “With YP411, businesses found on YELLOWPAGES.COM have another way to reach consumers. This added distribution is free to all advertisers and businesses found on YELLOWPAGES.COM.”

The launch of YP411 bolsters the menu of mobile search services that YELLOWPAGES.COM has rolled out over the past few months, including a Send-to-Mobile feature that allows Internet users to send search results from YELLOWPAGES.COM to their wireless phones in the form of a text message. The company also recently launched an optimized mobile browser interface as well as enhanced MEdia Net capabilities, including a single search box, available to subscribers of AT&T wireless service, formerly Cingular.

“YP411 adds to the growing suite of mobile search services YELLOWPAGES.COM is offering. Giving consumers the ability to text message search requests to five easy-to-remember characters is another way YELLOWPAGES.COM is extending its brand to help local consumers and businesses connect via the digital method of their choice,” said Crowley.

There is no cost for consumers to use YELLOWPAGES.COM’s YP411 service other than regular text messaging fees charged by their service providers.

A January 2007 eMarketer report projects that the U.S. market for mobile marketing will grow from about $421 million in 2006 to $4.8 billion in 2011. The report also projects that worldwide mobile ad spending as a proportion of worldwide online ad spending will reach 21 percent in 2011, up from 5.4 percent in 2006.**

The YELLOWPAGES.COM Network received approximately 1 billion searches in 2006.