Trends Report

Case Study: PagesJaunes Embraces The Local Social Web To Drive Mobile Product Innovation

The French Yellow Pages Firm Is Turning Mobile Market Disruption Into Competitive Advantage

June 17th, 2011
Thomas Husson, Vice President, Principal Analyst
Thomas Husson Vice President, Principal Analyst
With contributors:
J. P. Gownder , Annie E. Corbett

Summary

Local and social trends are converging and are strong mobile catalysts: These factors have accelerated the importance of mobile to PagesJaunes and its customers. The French yellow pages company has refocused its business around a new mobile product strategy. PagesJaunes has given mobility a key role in its strategic vision and has defined a clear business model in parallel with setting up a dedicated mobile business unit with full P&L responsibility. This greatly aids the role of consumer product strategists: They continue to liaise with top management to identify potential disruption and new business models; they also have to launch new products and services to make sure that the company remains ahead in an increasingly competitive market. Product managers at PagesJaunes benefit from strong mobile expertise — gained partly via a multiplatform approach — and from numerous measurement insights that help them define and refine PagesJaunes' mobile product strategy.

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