Belgacom asked Emakina and The Reference to carry out a complete overhaul of the 1207 / 1307 website which would achieve the following objectives:

• merge all the websites onto the same platform (1207 / 1307.be)
• provide a new look and feel for 1207 / 1307.be using an in-depth review of usability in order to improve the accessibility of added-value services
• reduce the effort required to update content with a new Content Management System.

These three goals had the same ultimate purpose: to raise the profitability of the Belgacom’s directories and database business.

Our solution

The new 1x07.be website is a user-friendly portal that gives users the choice of searching the database in three ways: by name & city, by phone number or directly in Google.

Each location provides additional information like a street map, tailor-made itinerary, points of interest (such as hotels, parking, restaurants and so on). These items create Premium advertising space for advertisers who want to associate their products and services with relevant queries on 1x07.be (eg. I have a restaurant near Grand Parade and want it to show up on the map each time someone searches for information in this specific area).

The « My 1x07 » section offers personalised features for both (registered) residential and professional customers as follows:

• as a private user, I can maintain and update my (listed) data.
• as a professional user, I can buy, manage and update my ads. I can also access a reporting dashboard on my campaigns (number of impressions, click-throughs etc).

Technically, content is now managed in four languages (Dutch, French, German, English) with Nuxeo as its Content Management System. Nuxeo is directly connected with Belgacom’s internal database (called ED/DIMS) in order to retrieve, update and store data.

Benefits and results

1x07.be is now the unique platform centralising all Belgacom’s directory activities. This website is managed by a powerful CMS and has left the hands of the IT department.

Thanks to the usability study delivered by Emakina, the information architecture has clearer calls-to-action on added-value services like frequently requested listings, My 1x07, Premium business services and automated services.

With 1x07.be, Belgacom benefits from new possibilities to sell ad space, monetise data and grow the profitability of the ED/DIMS database. Three formats are now available for advertisers: display ads (skyscrapers, leaderboards), Google Adsense and Premium contextual advertising units.

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