AT&T Uses Yellow Pages Data To Take On Yelp With Buzz.com

tacanderson
Tac Anderson War Lord, New Comm Biz

Posted on April 20th 2010

In a recent press release AT&T announced the launch of Buzz.com. This is obviously a direct attack against Yelp and other location based recommendations.

It's interesting they are using the domain Buzz, the most overused word lately, now we just need Apple to launch iBuzz.

But it's especially interesting that they are using the Yellow Pages data but that they are launching a whole new brand. I would be really interested to know if  the Yellow Pages has an open API and if any startup could use it. That would be especially interesting.

It doesn't seem like the service is location aware, which is a huge mistake in my opinion and I'm a little surprised that they didn't launch an iPhone app considering their deep relationship with Apple.

What do you think? Hit or miss for AT&T?

From the press release:

“We recognize that people are already having conversations online about the best places to go and businesses to call.Buzz.com makes it even easier to discover the businesses your friends recommend,” said buzz.com General ManagerCharles Hornberger. “Although the site is still in beta, we're very excited to open it up to anyone who wants to see how we're approaching 'social search' for the local marketplace.”

Sharing and finding local favorites on buzz.com is easy:

  • Favorite: “Heart” your faves — whether it's a restaurant, plumber or golf course — to build a personal list of favorites. Add a 160 character comment and tags so that friends know exactly why you love it. Think of it as social bookmarking for your local world.
  • Search: On buzz.com, search is personal. When you search for local businesses, services or places, you immediately see how many of your friends, friends of friends, and the entire buzz.com network have faved each spot. It's a source of trusted recommendations that may become your new personal favorites.
  • Ask and Answer: Start a conversation with friends on buzz.com or the social network that you already socialize with them on — by asking a question. Whether they answer on buzz.com or on your Facebook Wall, you can read, reply with a question or comment, and revisit the recommendations later. Reciprocate by answering friends' questions, too.

“We've developed buzz.com with a strong foundation influenced by AT&T Interactive's leadership and success in local search,” said David Krantz, president and CEO of AT&T Interactive. “By offering buzz.com alongside our other local search properties like YP.COM, we create opportunity to reach a broader — and growing user segment that relies on their community to make decisions. For favorited businesses, it means immediate recognition of a loyal customer and positive exposure among a network of friends.”

Buzz.com is accessible at m.buzz.com on select smart phones so users can access friends' favorites while on the go. Users can expect additional mobile options as the buzz.com team taps AT&T mobile app development capabilities through the recent Plusmo acquisition.

At its core, buzz.com leverages the same foundational assets that YP.COM uses to connect millions of users and businesses. Over 21 million business listings, AT&T mobile assets, local business advertiser insight and 5,000+ local market sales counselors contribute to AT&T Interactive's footprint in the local search industry — and commitment to evolving the experience for consumers and advertisers.

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tacanderson

Tac Anderson

War Lord, New Comm Biz

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