PCCW expands Yellow platform

Hong Kong - PCCW is claiming its Yellow Pages directories generated more than HK$7 billion in sales over the past 12 months and has announced a raft of additional digital features.

A Synovate survey found that more customers have been using the directories for sourcing products and services, and conducting transactions. Individual spend per transaction valued at HK$2,595.

Linsay Servian, MD of PCCW advertising & interactive services, said some 425 million pages in both online and print version of the directories were viewed over the year.

"At a time when people are searching round for the best deals and business partners, we have not been surprised that Yellow Pages, with the most comprehensive database in Hong Kong, is being used by more people."

The group, however, was reluctant to reveal its internal advertising revenues generated from the YP directories.

In an effort to expand reach for advertisers, Yellow Pages has developed multi-platform contents through print, TV, online and mobile device.

A spokesman for the Yellow Pages said advertisers have to pay for using different platforms, but it provides bundle offers for them.

In July, the directories launched the YP SMS product across all Hong Kong mobile operators to allow subscribers to view and use the product through web portal on mobile. It also provides mobile advertising space for marketers to post and customize their SMS based marketing campaigns.

Next year there will be a Shenzhen section with maps in the Yellow Pages Hong Kong Directories, offering Shenzhen companies advertising opportunities to promote products to Hong Kong customers.