Question-and-Answer Session
Operator
(Operator Instructions). Your first question comes from the line of Wayne Chang with Canaccord Adams. Please go ahead.
Wayne Chang - Canaccord Adams
Just related to your opening remarks about the intended plan vertical launches. Can you just shed a little bit more light around what key categories or segments you guys have evaluated i.e. whether its health consumer products, autos etcetera that seem attractive and talk a little about the timing of this as well as monetization that might occur. Should we expect that this to be more of a second half event or even later, and can you also talk a little bit more about whether you’ve conducted a internal, perhaps opportunity announces or what valuation looks like for the second time you guys have been assigned the directory assistance since your announcement during the analyst day. Thanks
Heath Clarke
So, on the verticals we’ve been doing a lot of research into the different verticals that we have an interest in, which is going to be commercial verticals, where we can supply lot of local information’s and basically add value to the consumer experience and the two verticals that we selected initially, have been selected in part based on utility and in part based on SEO ability. One of those is in around city data, which should be demographic information about your local area and that’s intended to increase SEO, and the other is more oriented towards events that occur in your location. And so those are the two verticals that will bring up and then, as we said, we want to bring other verticals in phases and at this point we’re kind of focusing on those two. But you can expect kind of the launch of tow to three verticals perhaps at a time in each phase and that’s not necessarily in the second half. These first two will be in, we hope in the fourth quarter and we hope we can kind of do about a phase a quarter, and we’ll see how that plays out through 2010.
So in terms of the opportunity analysis related to the patent, that’s underway. The way that it works with the USPTO you basically the patent arrives on your front door and so that kind of create a set of logistics that we have to go through to gather information about the IP, remember that we saw these seven years ago, not that we are not interacting with the patent and trademark office we are fairly frequently, but these kind of spit out the other end by themselves and affect, so what we are doing right now is going through that process where we figure out how that market has evolved since we initially saw the pattern or since we in this case we actually got some recent data or more recent data in 2007 after size we enhanced directory assistance market actually it was report that was written in 2006, and so we have requested that provider to kind of update the numbers and give us a sense of how big that market place is. Who are the major players are and so on. And then we use that internally will figure out you know we should be concentrating our efforts in terms of enforcement opportunities. And that’s in conjunction is doing an analysis of who those players are what kind of IP they have so that’s something is underway and we hope to have internally, we hope to have a strategy kind of go forward strategy that is concluded in this quarter and begins to be implemented at the beginning of the next quarter.
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