Yellow Pages’ location based service woos Australian market

LOCATION-based services are proving popular with Austalian consumers with the early success of a new iPhone app.

Last month Yellow Pages launched the mobile business directory application, utilising the iPhone’s GPS system to help users find local traders. Marketing Magazine in Australia reports that more than 30,000 people have downloaded it from Apple’s App Store already.

The successful launch chimes with a Gartner report that predicts location based services (LBS) will become a key component of the mobile advertising sector that is currently seeing exponential growth.

Improvements in GPS technology for handsets are cited as drivers for the development of applications that « provide a much simpler and more cost-effective means of achieving location targeting ».

Sensis, the parent company of Yellow Pages, have conducted research that suggests the iPhone is the perfect vehicle for LBS, as users typically view around 1.5 times more business listings than people with other handsets.

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