The people at Yellow Pages are getting to the “Poynt” with regard to their mobile strategy in Canada.
On Wednesday, a joint partnership between Yellow Pages and Poynt was announced via press release. The deal will allow mobile consumers using Poynt Corp.’s mobile search service for smartphones to gain access to 1.5 million business listings from the Yellow Pages Group (YPG).
YPG will provide Canadian business content to the Poynt mobile local search application for BlackBerry, iPhone, Android and Windows Phone 7 smartphones. The partnership also provides the Poynt app with mobile banner advertising through Yellow Page’s digital advertising division Mediative.
“Our agreement with Poynt emphasizes the opportunities our content can create for local search apps and how YellowAPI can drive additional visibility to our advertisers through partners such as Poynt,” said Stephane Marceau, Chief Marketing Officer of Yellow Pages Group.
According to Yellow Media Inc. CEO Marc Tellier, roughly 20% of the searches completed on its website yellowpages.ca in 2010 were done through mobile devices. All signs point to that percentage growing significantly in the coming years.
Andrew Osis, CEO of Poynt, said his Calgary-based company has had a smaller partnership with Yellow Pages Group for the last four years. The newer, more elaborate deal, however, will be for five additional years.