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BizReport : Mobile Marketing : February 21, 2008

Dial Directions connects mobile search with text messaging

Mobile search and local-mobile advertisers just got a helping hand from directory assistance. A new partnership between Dial Directions and Jingle Networks offers turn-by-turn directions to mobile callers via text message.

by Kristina Knight

The platform operates on voice-recognition software. A consumer calls 1-800-FREE411 and speaks their current location as well as their destination. Turn-by-turn directions are then text messaged to the user's mobile phone.

"Free, nationwide and with the ability to get directions from anywhere, to anywhere all by voice," said Amit Desai, Dial Directions co-founder and chief product officer. "Together, we are showing a new, mobile-centric way to obtain business and local information while making it free, cutting-edge and voice-enabled for any mobile user."

According to company data more than 15 million calls are placed to 1-800-FREE411 each month. While the platform is a simple ask-and-deliver, it is a big advance in how mobile searches are queried. Rather than needing a mobile Internet connection to perform the search, users are speak the needed information and still reach your store.

In addition to the search option, advertisers can advertise within the FREE411 portal. When a user calls to request business information, an ad from a business in that category - for example a children's clothing store or a local gym - will play before the caller connects to the business requested.

Tags: mobile marketing, mobile search

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