SERI KEMBANGAN: There will soon be a new feature on the local Internet Yellow Pages (www.yellowpages.com.my) which will allow visitors to make free calls to advertisers.

TM Info-Media Sdn Bhd chief executive officer Nasaruddin Mohd Zaini told Mail Money that the new service, dubbed "Free Calls" for the time being, will allow users to enquire real time information from suppliers, all at zero cost.

"This is a value added service that we're introducing to expand the Yellow Pages brand. We view this as a platform to measure advertising effectiveness as well as channeling targeted advertising messages to the right  audience," he said.

The service, which is in its final test stages, will be implemented by April, Nasaruddin said. By clicking the "call" icon on a listing and entering one's contact number on the pop-up screen, users will promptly receive a telephone call generated by the VoIP system. It will then proceed to connect both  the user and the advertiser  like a normal telephone call.

Also to be launched in the next few weeks is the 1Malaysia Hotline, an iPhone application that provides a mobile directory of useful numbers, such as contacts for the emergency line, the helpline, telcos, utility, government, hospitals and more.

"The 1Malaysia Hotline is a non-merchant based directory which enables users to search and obtain essential information quickly via a mobile phone."

Nasaruddin said launching the 1Malaysia Hotline was the first step towards informing people about the availability of the directory as an iPhone application.

The next step would then be to establish a merchant-based directory, an enhanced application relevant to fellow consumers, he explained.

"Even though 95 per cent of our revenue comes from the print  version of Yellow Pages, the non-print version
registered a faster growth. The challenge here is to monetise the non-print version, in line with current trends.

"As a whole, advertisers will see more value from their advertising money as Yellow Pages is really more than just a print directory," he said.

Nasaruddin added that advertisers can expect integrated advertising solutions that effectively reach out to their target audience.