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Wireless
Has Competitive Edge with Enhanced Directory Services
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BOONTON, NJ. September 17, 1998:
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The wireless industry's transformation of directory assistance from "give name, get number" to a value-added information service will drive retail revenue for enhanced directory services (EDS) to nearly $1.5 billion by 2002, says a new report from
Insight Research. As wireless carriers compete with traditional telcos to be the residential customer's main phone company, the personalized service of an enhanced directory may give wireless a competitive edge.
Long considered a necessary yet unprofitable telco service, only recently have wireline carriers introduced "call completion" to increase directory assistance revenue. According to
Insight's report Enhanced Directory and Operator Services 1998-2002, wireline carriers typically charge between 30 and 50 cents per call for the number connection, but wireless carriers often include it in the cost of the initial, albeit more expensive, EDS call. Moreover, the wireless carriers offer keyword searches and geographic halo searches instead of just traditional name and city searches. For example, callers can request a number for an "Italian bistro" in a particular region and receive a list of five possible matches; an EDS operator can then read critics' reviews of the restaurants. Information on traffic conditions, weather forecasts, travel directions, local events, and movie listings are just some of the enhanced directory services wireless carriers offer today.
"If people can get personalized operator services from their wireless carrier, they are simply going to expect it on the wireline side," explains Robert Rosenberg, president of
Insight. "The falling costs of wireless and the campus popularity of the phone-on-your-belt phenomena are already giving wireline carriers reasons to worry. Now EDS is giving the wireless carriers a way to differentiate their service," Rosenberg adds.
Further forecasts of EDS subscribers, number of calls, market penetration, and wholesale and retail revenue are published in Enhanced Directory and Operator Services 1998-2002, a 115-page market research study. The study includes profiles of eight wholesale EDS service providers, eight component vendors, and seven data and listing sources.
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Service
Bureau Operations in Telecom: Outsourcing Billing, Directory Assistance,
SS7 and OSS Interconnect 2001-2005
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Operations
Support Systems 2002-2007
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Wireless
Operations Support Systems 2002-2007
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Private
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2003-2008
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Telecom
Services in Vertical Markets 2002-2007
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Donna
Savino
at Insight Research
973-541-9600
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Telecom
Market
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