Yellow, Skype team for trial

Yellows digital push continues with partnership

Directories business Yellow and internet phone firm Skype have teamed up in a trial to give Skype users three months of free calling to businesses listed on the yellow.co.nz website.

Skype users can also access Yellow’s business advertiser listings in New Zealand and find business contact information from Skype’s Directory within its 4.0 client.

Yellow formed a new digital team last year and signalled a push into e-commerce, user-generated content and social media in its online properties.

At the time, of around $300 million in revenue, only 6% comes from online, yet 100 out of close to 600 staff were dedicated to online as it was “a huge focus for the business”, Blair Glubb, director of digital media at Yellow, said. The company planned to increase its online revenue from 6% to 20-30% in three years' time.

Glubb said the company wants to do more than just provide simple business details.

“We want to move from the traditional ‘find’ and ‘compare’ to ‘connect, book and buy’,” he said.

Glubb says in a statement that subject to the success of the trial, Skype calling could become a permanent feature of yellow.co.nz.

“We believe, by initiating this trial, we’re adding real value for our advertisers as well as bringing new and innovative ways to connect consumers with businesses," Glubb says.

Glubb says the partnership with Skype seeks to make it simple and easy for advertisers to be connected with both existing and potential customers.

Calls to businesses listed on yellow.co.nz, and highlighted, will be free of charge to users. For those calls a brief message at the start of the call will confirm that it is free.

The trial ends on June 10.

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