Yellow Pages Group, which is saddled with debt and a crumbling stock, has found the time and resources to relaunch YellowAPI.com, the company's digital platform used by software developers that want to leverage Yellow's hyperlocal content search technology.
While nearly 2,000 software developers have signed up for YellowAPI since it launched in late 2010, a meagre 35 apps have been created as a result. This means that only 2% of software developers who have signed up for Yellow's API have bothered to follow through and use it over 18 months.
Still, YPG is hoping that the redesign helps foster digital innovation. Boasting partnerships with the likes of Twitter and Foursquare, YPG is banking that its database of 1.5 million business listings—still the largest in Canada—attracts more developers, who in turn create more apps. In fact, YPG is convinced that success is already evident.
“In a relatively short time, YellowAPI.com’s Places API has enabled us to accomplish a great deal in terms of driving digital innovation and in providing greater exposure to our advertisers across multiple channels,” said Nicolas Gaudreau, Vice-President, Digital & Print Media at Yellow Pages Group. “Additionally, with the soon to be available Deals API, developers will have access to the best geo-localized deals and coupon data using one of Canada’s largest deals database, which will provide even more effective promotional opportunities for Canadian small and medium-sized businesses.
“Social-networking sites like foursquare and Twitter recognize the value of integrating with YellowAPI.com for access to rich, accurate local business listings, which has meant several industry ‘firsts’ from a collaborative perspective."