I’m amazed. A quick straw poll of the office seems to back up my suggestion, although a couple of people said that “they’d use the directory if they couldn’t be arsed to turn the computer on” :-).

I’m still interested at how the 1 billion “uses” is derived (sorry to be picky): your research company would obviously know how many have been distributed, but do you track when people make a call? And are the users mainly older? I’d be suprised if not..

Having said all this, I do think that Yellow Pages have done a stirling job in re-inventing their business model: by effectively rebranding as yell.com and approaching the market holistically / across all channels, you’ve been proactive rather than reactive, which really shows in the marketing and the products you produce. But I’m sure you know that already.

btw: I tried downloading the Yell.com mobile app but my phone isn’t supported (Windows Mobile..) :-(. The web app seems ok, but not as slick as google or the Windows Live service…