The FINANCIAL — Internet development in Georgia has affected the income of the main paid information phone services 118-08 and 118-09, but their revenue is still sufficiently high.
The accuracy of the information and convenience of the service requested remain the main advantages of paid information services. The most requested information and services include airline schedules, ticket reservations, cinema/theatre programmes, sales and new arrivals at trading shops, sports scores, and the contact details of various entities.
“The increased amount of internet users reduces the number of customers of paid information centres. Going by the example of developed western countries, we can conclude that paid information centres will continue to function viably for the next 20 years at least. There are people who do not use the internet, or do use it but still prefer to call an information centre,” Michael Kireulishvili, Director at Yell.ge, told The FINANCIAL.
Google is the most popular search engine and the second most popular website in Georgia, according to Alexa.com, California-based subsidiary company of Amazon which is known for its website ranking. From the 300 people between the ages of 21-45 surveyed by The FINANCIAL, all said that they have used Google to search for information. Only 5% has used 118-08 and 118-09 service just once during the current year.
The number of internet users in Georgia is more than 1.6 million.
“We have been receiving approximately 150,000 calls a month in 2013. The number was 170,000 in 2011. Tenders that were issued in information business several years ago are the reason behind the decrease,” said Kurtskhalia.
Currently the most popular information that customers of 118-09 call to find out includes: ticket reservations; cinema/theatre programmes; sales and new arrivals at trading shops; transport schedules, as well as flights; sports scores; lost and found items; searches about legal entities.
Contact info of companies; cinema/theatre programmes; calling codes; subscribers living in Tbilisi; air flight schedules – these are the most requested types of information by our customers from number 118-08.
“We occupy over 80% of the market. Two years ago traffic was little; the awareness of our company was less than it is today,” said Natia Gochitashvili, Director at 118-08.
The lack of cost is the main reason behind the preference for online search engines among respondents. “I make all calls via cell phone. But I used to call the paid information centre and fail to receive the requested information but still be charged,” said Maka, 36.
“Unfortunately we do not choose the payment system and it does not come within the realm of our control. The mobile operators dictate the charges. If we refuse them, we will not be able to serve cell phone users,” said Inga Kurtskhalia, Deputy Director of 118-09.
“The number of daily visitors of Yell.ge varies from 15,000 to 17,000. It amounted to 8,000-9,000 three years ago. Yellow Pages have a free line – 2 913 913. It provides additional services to customers, mainly for companies and a small share of the population that is aware of this service. The information service provides information about the organization. The information centre delivers information only about organizations,” said Kireulishvili.
The cost of the service at 118-08 is GEL 1.28 for legal entities and GEL 1.18 for individuals. 118-09 offers service for GEL 1.30 to legal entities and GEL 0.97 to individuals.
The accuracy of the information provided is also one of the main advantages in Gochitaishvili’s words. “One can Google anything. However you will receive a huge volume of information which is not organised and you can spent a lot of time searching for what you need. Meanwhile we deliver reliable information which is confirmed with the primary source.”
“We deliver the required information faster than the internet. All our clients can receive the information they require in around 20-25 seconds,” she added.
“As in any business, growing internet space requires from us more creativity, flexibility, more initiatives and further customer orientation,” Kurtskhalia said.
“We guarantee the accuracy of our information. We have already started gathering detailed information about the regions. Information about Batumi, Kutaisi, Svaneti, Sighnagi and Telavi is already available,” Gochitaishvili told The FINANCIAL.
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