“It feels like 10-11 years ago when Digicel came in to this market to challenge the giant monopoly Cable and Wireless and very few gave them much of a chance. Well we now know how much of a chance they had.” This was how one business executive in attendance at the recent launch of RedBk Jamaica described the introduction of RedBk the “Reach Everybody Directory” which is seeking to challenge to the fifty year monopoly of Jamaica yellow pages in Jamaica.

Lacking the obvious backing and financial war chest of Global Directories and partners Lime/Cable and Wireless, RedBk, dubbed the island’s first comprehensive mobile and landline directory kicked off their campaign with a classy 30 second TV advertisement on Friday night during the two Jamaican prime time news spots. This was followed up with full page advertisements in all three Friday papers, Gleaner, Observer and weekend star. Global Directories not to be out done also published a series of advertisements last Friday also.

RedBk’s ambitious plan to unseat Jamaica Yellow pages is offering to list both business and personal numbers from all networks in the island.  “You’ll be able to find everyone and everything in RedBk – from a doctor to lawyer, to your regular peanut vendor or your favorite pan chicken man. That’s why it’s called the “reach everybody directory”, chanted the company advertisements.

What is RedBk bringing to the table you may say? Well firstly there will be 5 directories for 5 regions designated by the company. This is a new innovation and will eliminate the hassle of having to search through irrelevant information to find the person you are looking living and working in a specific part of the island. The advantages of this innovation include the fact that RedBk directories will be smaller than what currently exist, so persons can travel with their RedBk for easy access.

Among the other innovations touted by the new kids on the block include new listing categories. Persons can now be listed in categories such as Plumbers, Mechanics, Gardeners, Household Helpers, Pan Chicken Man and even the proverbial Peanut Vendor.BM