Yellow’s phone book: are people still using it?
About 8,000 people use Yellow’s 018 phone book per day. Photo / 123RF
It’s been around since the invention of the phone and, according to Yellow, it still serves a purpose.
Yellow’s 018 phone book receives 8,000 calls per day, or 48,000 per week, but those totals have declined significantly from five years ago when it received approximately 23,000 calls per day.
The number of calls it receives is decreasing by around 18% per year.
A spokeswoman for Yellow said the paid telephone directory serves people without internet access and is primarily used by people over 30.
â018 provides a fast and convenient way to request information and for mobile customers this is followed by an SMS,â said Yellow CEO Darren Linton.
âAs call volumes have declined, we have seen a dramatic shift to mobile and continue to see growth in registrations to our VIP service. “
New Zealand Telecommunications Users Association (TUANZ) chief executive Craig Young said the decline in the phone book came as no surprise.
âPeople make fewer phone calls when it comes to these types of services,â Young said. “These days, with most things online, people can just google the name of the business and find the phone number.”
An increasing number of people were also getting rid of their landlines, he said, and Yellow had to look for other ways to get his information out.
âIt’s pretty awkward, I think he’s still struggling to find the killer app to know how it’s going to stay on people’s minds,â he said.
âMost people have been using smartphones for a long time now, and they pretty much know how to browse the internet and find information. Just if you can’t google it, at the moment 018 is probably your last port of call. stopover. “
Young said the service is still doing something but it will likely die out in time.
âPhone numbers will decrease and this may be a particular opportunity for automation. For example, you could call the number and the voice recognition could recognize your voice and be able to tell you without actually having a person at the end of the line, âhe said.
“Maybe it’s one of those things that fades at sunset or never goes away.”
Colleen Ryan, chief strategy officer at analytics agency TRA, said there was a growing trend among younger generations to prefer text communications over telephone communications.
Maybe it’s one of those things that fades at sunset or never goes away.
âWhat millennials love about the no-phone is this power-on break; not having to respond instantly. of the phone call, âRyan said.
“For businesses, they say they don’t really want to talk to call centers.”
Ryan said the directory and businesses like it need to adapt to stay relevant.
“It has to live on the device, it doesn’t have to be something we’re looking for, maybe it needs to integrate and sync current contact lists and really embrace the device-based rather than phone-based trends.”
Yellow changed brands in September of last year to transform their business into a digital advertising agency. The company has refocused on its digital offering and the services it can offer to small and medium-sized businesses.
Calls to 018 cost 51 cents with a landline and $ 1.53 with a mobile and are handled by call center staff located in the Philippines and New Zealand.