Social caller ID and next-gen DA service Addafix (formerly Yellix) has launched in Demark. The company also operates in Austria and Germany. The caller ID function integrates with Facebook but also identifies numbers not among the user’s contacts through a look-up via a directory partner. In Denmark the partner is publisher De Gule Sider.
The business model is a revenue share based on local business lookups. As mentioned, in each country there’s a directory (yellow pages) publisher partner, which provides advertiser listings to Addafix for distribution.
Here’s Addafix’s discussion of how the business model works:
The caller unsuccessfully calls a pharmacy for instance, a pizza delivery service or a craftsman and receives additional data of the recipient such as other mobile or fixed line phone numbers. Furthermore, three alternative companies are displayed which are located within direct geographical vicinity of the dialed phone number. If a user dials a number of a plumber in Copenhagen and can’t reach the company because the line is busy, ADAFFIX will show additional contact information as well as three other plumbers nearby within seconds. Another call is initiated simply by pushing a button, contact details of companies can also be added to the contacts list on the mobile phone.
I asked CEO Claudia Poepperl if she could provide any additional color or data on how things were developing. Here’s the note I received:
All I can share with you at this point is that in the countries where we are live adaffix is one of the top mobile search traffic drivers for our publishing partners…it’s running in the background all the time and continuously generates local searches as phone calls happen…and a lot of phone calls happen all the time.
As I’ve said before it’s something of an unlikely success but the service has now won multiple awards and seems to be doing quite well.