Why Wireless DA Is A Multi-Billion Dollar Industry
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Why Wireless Directory Assistance Has Become a Multi-Billion Dollar Industry
Overview
Wireless Directory Assistance (DA) functions as a virtual directory, providing swift access to directory-dependent applications online. This multi-billion dollar industry presents a considerable opportunity to enhance and offer more valuable and flexible services to subscribers. With billions of calls directed to DA?"about a third originating from wireless users?"it has emerged as a significant revenue stream for telecommunications carriers.
Understanding Virtual Directories
Virtual directories operate similarly to meta-directories, allowing user data to be accessed from multiple repositories. While meta-directories create a new repository requiring maintenance and synchronization, virtual directories fetch attributes directly from each directory or database as needed, using a cache for improved performance. These systems are more cost-effective compared to other strategies.
Virtual directories are beneficial for customizing applications and are ideal for handling complex directory mechanisms like LDAP referrals. They locate and return data to applications efficiently. Although their effectiveness depends on the reliability of underlying directories, features like load-balancing and fail-over can redirect requests to alternative sources if required.
Despite adding a layer of complexity, virtual directories serve applications accessing single directories, even when user data exists across multiple locations. They are also useful for situations where source directories frequently change attributes. As a migration tool, virtual directories allow administrators to transition to new directory architectures seamlessly, without disrupting dependent applications.
The Rise of Wireless Directory Assistance
The industry is increasingly focusing on Enhanced Directory Assistance to provide greater value for wireless users. As a major source of revenue after subscriptions, analysts anticipate a continuous rise in access fees. Wireless customers demand informative and user-friendly services that boost productivity.
Research by the Wireless Commerce Monitor Study indicates that one in three subscribers uses Directory Assistance on their wireless devices. Other users rely on online directory services, mapping, and newer offerings like Enhanced Directory Assistance, wireless SMS, email notifications, and mapping services. Challenges such as inaccurate information and perceived low value for money have been identified.
Providers compete fiercely for DA customers, with research showing that over half of wireless users employ multiple DA solutions. This suggests a preference for diverse solutions depending on circumstances. The industry's potential lies in enhancing wireless delivery mechanisms for internet applications.
Proving Value to Business Partners
DA providers need to demonstrate the revenue-generating potential of their services to business partners, particularly small advertisers seeking value transparency. Most wireless DA users seek business-related information, mirroring inquiry levels seen with online methods. The conversion potential from these inquiries is notably strong.
Privacy and Accessibility
The Cellular Telecommunications Industry Association, along with major wireless carriers, proposes including wireless numbers in a 411-accessible database. Despite privacy concerns, supporters argue that privacy remains a priority. Numbers will be stored by a single aggregator, excluding publication on the Internet or sale. Users must request inclusion, ensuring that numbers remain private by default. There will be no extra cost regardless of inclusion.
Combining desktop-like directory features with mobile location capabilities could be a revenue generator for carriers. The integration of consumer-friendly services reinforces the industry’s profitability potential.
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