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Mobile Joins the Local Product Mix: A Conversation with Thomson Local

Michael Boland, 8/3/2012

EXECUTIVE SUMMARY:

BIA/Kelsey recently had the opportunity to talk to the UK directories company Thomson Local about integrating mobile into its product set. Like many local media companies, Thomson is experimenting to see which mobile products resonate among SMB advertisers, and which yield the highest returns. This process involves mobile product design and how it’s sold to SMBs. Thomson’s experiences in mobile development provide useful examples of how publishers can approach these problems. Thomson’s efforts also reflect many of the principles introduced in BIA/Kelsey’s earlier report "YP Mobile: From Experimentation to Monetization" (May 2010). BIA/Kelsey will continue to analyze how traditional media companies are embracing the mobile opportunity.

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