YP Industry in Digital Denial

The YP industry worldwide seems to be in a state of digital denial. Only a few of the more insightful management teams have seen the light.

While the digital web still offers business opportunities, mobile digital strategies are savior of the industry. The entire YP industry runs in fear of Google, yet what it should be doing is embracing it and some of its strategies.

Google should be seen as an additional avenue through which YP can offer its services to its customers (as it can also do with Facebook and other online portals search portals).

Coupon-ing is a natural fit for YP companies going forward. It does not have to be Groupon, many companies such as Cellcity have mobile coupon technology that can help YP companies. But any such strategy should be part of a greater m-commerce and customer-merchant engagement strategy that YP can profit from by leading the engagement.

YP companies own an historical relationship with the merchant, it has the sales team and personal contact points to make this happen.

YP companies have to re-think their sales strategy to embrace a rampant mobile world that offers new possibilities the consumer world is already ready for. It is up to business to create the solutions to serve the consumer.

We've been banging the mobile drum for the past 2 years for YP companies to prepare and what we've seen (a complete lack of real commitment) from many of the biggest names in the YP industry should make YP business leaders cringe with embarrassment.