Sensis eyes off iPad to push Yellow Pages

Launch of Apple iPad spells opportunity, not death of print, says Sensis.

The company is using the latest Apple innovation to increase the use of its Yellow Pages brand. Sensis chief operating officer, Gerry Sutton, told Print21 it will launch an app, available to download by next month, which will play an important part in building the brand.

“We have high hopes the iPad will be another significant driver of usage for Yellow Pages. It provides a great opportunity for us to build on our strategy of creating great user experiences with our products while making our advertisers content available to more people in more places,” Sutton said.

“Our experience taking Yellow Pages and White Pages onto the iPhone over the last year has delivered tremendous results for our users and advertisers. To date, our applications have had more than downloaded almost 700,000 times.”

Pictured: A view of the Yellow Pages on the new iPad.

Sutton added that based on this experience, and the take-up rates of the iPad in the US and in Australia over the last few days, Sensis is “very excited by the prospects.”

Fears that the iPad will spell an end to the printed Yellow Pages are unsubstantiated, according to Sutton, who stressed that its phone books (printed by PMP) would continue to exist in print form.

“We view Yellow Pages and White Pages' presence and usage on the iPad in a similar way to online and mobile. Each medium offers distinct value depending on what you need, where you are and what you are doing,” he said.

“As such, we expect our print volumes to remain stable as we continue to evolve and innovate with our products and make them available wherever and whenever people need them.”