I got into some trouble for suggesting that Superpages develop an iPhone app that looked like the print directory, in which you could turn pages as you do with the novels in the iPhone app Classics.
The iPhone screen is really too small to make that effective as anything more than a novelty experience. But the iPad is a different story.
What if you took, for example, AT&T’s Real Pages Live and put it on the iPad? It would enable consumers to “let their fingers do the walking” as they do in print but bring all the benefits of digital to the experience — as the web tries to do today with mixed success.
Imagine all these display ads with a video component that would play when touched. Imagine website links that open a new window within the directory . . . and so on.
As I tried to argue the other day, the device, somewhat ironically, offers the greatest opportunity for traditional media to express itself in digital form. It’s a device that can best reproduce the experience of viewing/reading/consuming the traditional product: better than the web and better than smartphones.
If you had millions of iPads in homes this would be a pretty interesting opportunity for YP publishers, in addition to their other digital and mobile efforts.