It's potentially much bigger. It won't be just directory assistance, but local mobile search with an ad revenue model.

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This research, the U.S. portion of a global omnibus study, reinforces that this is a complicated and evolving marketplace. Consumers have a strong preference for print Yellow Pages. However, for local advertisers targeting certain demographic segments, online media should factor strongly in the promotional mix.

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The big guys have the capacity where they don't have to make money on this tomorrow. It's much more important that they nail the user experience.

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