“Just because your business is relevant today, does not mean it will be relevant tommorow!”
Have you noticed how the terminology of the word “phonebook” has shifted from discussions of 5lb paperweights to contact lists on mobile devices. I just did a search on Twitter for “phonebook” and noticed that the repeated complaints about getting yellowpages directories delivered unsolicited to ones domicile with the “#phonebook” hashtag/keyword have been trending down. It is not like folks simply stopped complaining about “phonebooks” and unwanted yellowpages directory spam, I am just saying that the overall awareness, meaning, and viability of printed directories is dead. Although the word “phonebook” may become a very popular word once again in the near future!
The resurection of the printed book is not likely going to happen, but mobile devices will keep the idea of a “phonebook” on the forefront of our daily activities. When is the last time you used the white pages? Most folks are no longer programming cerebral sponges (brains) to remember phone numbers. We are becomming increasingly relient on our “phonebook” to provide us numbers and contact information.
Recently Yahoo stated that mobile search will account for 50% of all searches. I predicted mobile being 40% in less than two years just a few months ago on this blog. Now that smart phone technology is advancing to new leaps with great mobile browsers like Google’s Android browser, which has just recently officially taken the #1 spot from the iPhone’s Apple Safari Mobile Browser, and smart phones are no longer priced for affordability by the wealthy, I have a hunch that this migration to mobile will inundate the “local product or service” market quickly.
This all helps explain why SuperMedia stock, publisher of the SuperYellowPages “phonebooks,” is at an all-time low of around $12 per share. I also recall that Oppenheimer finally downgraded the stock from outperform to perform (the only other measurement is underperform) and the analyst who rated the company is likely on some sort of “shitlist.” Oppenheimer is no longer covering SuperMedia due to the size, or lacktherof, of SPMD’s stock marketcap.
The Paulson Hedgefund, who owns approx. 16.9% of SuperMedia stock recently sent a “not-so-secret” message to investors by selling a few small shares of the company. Last I heard this is a known trick on the street to encourage shortselling of a stock.
It is interesting to see that while SuperMedia’s pending doom is approaching, the “phonebook” is still alive and well. Phonebook’s will outlive the yellowpages phonebook. Trust me!
Meanwhile, I still feel 110% confident that I have a cure for wannabe “integrated media companies” who want to transition from a non transparent, unfocused, hard sell, high margin, dying business model to a transparent collaborative service oriented enterprise2.0 business model. Stay tuned.
Join me at PubCon Vegas for details! See ya there folks!
Don’t forget to wear your red on Thursday folks! SuperSleuth out!
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Posted by Mike Stewart 
Dallas SEO & PPC Google Advertising Expert Mike Stewart 