Yell tests mobile phone information system

Yell, the directories business, is trialling new technology allowing consumers using the Yellow Pages to find out local cinema and weather information via their mobile phones. A special bar code will be printed on the front cover of the directory that will link consumers directly to the mobile internet.

New directories being distributed in Edinburgh and Cardiff next month will feature quick response codes (QR codes), which resemble bar codes, on their front covers.

Readers will be able to take a picture of the QR code using the camera on their phones, which will then take them to a website with the cinema and weather information.

Yell is trialling the method in partnership with the two dimensional barcode reader i-nigma, mobile strategy consultant Big Gig Strategies and national news agency the Press Association.

QR codes, which were first developed in Japan, can be read by a free downloadable mobile application such as i-nigma. The software decodes the barcodes and directs the mobile browser to the specific web address.

Phil Johnson, head of printed products at Yell, says: “We feel we have a unique opportunity to both help consumers understand smart codes while providing useful information that will, for example, help them plan a great day or evening out.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here