#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.

Contributed by: Stephanie Hobbs

Stephanie Hobbs, an award-winning print and online Yellow Pages executive with broad domestic and international experience, was the Local Search Association’s former vice president of communications.

Based in the Association’s executive office Berkeley Heights, New Jersey, Ms. Hobbs directed the Association’s communications efforts, including industry advertising and public relations initiatives, Web sites and oversees all aspects of its annual conference.

Prior to joining the Local Search Association, formerly the Yellow Pages Association, she served as director of external communications at Verizon Information Services (now SuperMedia) in Dallas, where she handled media and public relations, merger communications and served as company spokesperson.

Before joining Verizon, Ms. Hobbs was director of media relations at Bell Atlantic Directory Services (1997-2000) and manager of corporate communications (1991-1997) before the company merged with GTE to become Verizon. She was a public relations manager at Bell Atlantic/C&P Telephone from 1983 to 1991 and held a variety of management positions with C&P Telephone.

Ms. Hobbs is the winner of more than 60 public relations and advertising industry awards, including the Telly, the MARCOM, the Public Relations Society of America’s Bronze Quill, the International Association of Business Communicators’ Helio and various awards for video production and communications programs.

Tags: Canada, Darby Sieben, developer, Foursquare, Local Search, Local Search Association, mobile, Small Business, Twitter, Yellow API, Yellow Pages Group

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