Dominion launches Canadian SuperPages portal

Dominion Information Services Inc. said it hopes to duplicate its success in the offline world of directory services with its portal.

Burnaby, B.C.-based Dominion Tuesday launched The online directory is a compilation of more than 1.1 million business listings and 12 million residential listings. The Verizon Information Services subsidiary has been in the directory business for more than 70 years, publishing business producing the white pages and classified directories for Telus.

Scott Laver, Dominion vice-president and general manager, said the Internet, and the growing of number of Canadians using it, is changing the way people look for information.

“We see that there’s going to be increasing usage of online directories from both a consumer and business standpoint,” said Laver. “Consumers are looking for the Internet to provide them with a new way to find shopping and research information. Businesses are recognizing the power of the Internet as a way to reach their customers.”

Laver said the time is right for the SuperPages brand to move into Canada. More than 14 million Canadians accessed the Internet from home in September, according to research company Jupiter Media Metrix, and a number of them used the American site.

“We have found that Canadians have been using for years now, with between 150,000 to 300,000 searches on originating from Canada. That has create some huge momentum for us,” said Laver.

A directory is only as good as its database. Paul Wood, executive director of marketing and e-commerce, said the information contained on SuperPages comes from a national supplier and the Telus data. He added it will to continue to refine and the listings in the coming months.

To test the quality of the data, ran phone number searches for four individuals who had moved with in the last six months. The information in all four cases was incorrect. Phone number searches for people who’ve had the number for a year or longer came back correct.

Individuals can update or delete their phone numbers and addresses from the database, but you must register with the site first to prevent unauthorized changes.

Wood said the portal is also advertising tool for small and medium-size businesses. Starting at $50, Dominion will develop and host a two, five or 15-page site.

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