#DMS2011: Yellow API: A New ‘Open’ Model for Directory Content
September 21, 2011 | Contributed by: Stephanie Hobbs
Darby Sieben, director of business development, Yellow Pages Group in Canada, discussed the success of Yellow API, YPG’s application program interface launched a year ago. The tool, available to developers across platforms, provides YPG with the unique ability to stream its top Canadian local search content directly to third-party sites and applications.
Yellow API, which provides data about 1.5 million local businesses in Canada, provides benefits to four key stakeholders, according to Sieben:
- Small businesses: enables additional qualified leads by extending content
- Developers: creates a centralized source for local business information and allows developers to monetize the leads they generate through platforms they build
- Data partnerships: partnerships with Twitter and Foursquare have synced business listings
- Consumers: through data partnerships, providing consumers with new opportunities to find quality local businesses
Sieben talked about how Yellow API’s strong success to date:
- 1,000+ developer keys distributed
- 30+ applications developed
- Millions of consumer searches
- Now responsible for 50% of the mobile traffic YPG’s listings attract
- Powers Yahoo’s mobile searches in Canada
- Being used by large national brands – such as IAMs, which is streaming API data into its iPhone app
- Developer program that’s attracted great new talent to the company
- News apps ranging from Finish My Basement to Flushfinder that leverage API data
Looks like YPG has found the right approach.