Applying the French Minitel Model to U.S. Consumer Videotex: The Case of the Electronic Directory Service.

In view of the recent deregulatory developments in the United States' telecommunications industry, it is useful to reassess the issue of consumer videotex, especially as it relates to the implementation of electronic directory services. The success of the French videotex network Minitel relies on 10 principles: (1) cost of terminals; (2) no-frills terminals; (3) understanding the needs and wants of videotex users; (4) proper timing of introduction; (5) centralized authority to manage the videotex system; (6) organizing competition in a favorable regulatory environment; (7) long-range goals orientation; (8) consolidated billing policy; (9) single-standard system; and (10) individualized mass medium. To examine how major U.S. telecommunications companies perceive the establishment of an electronic directory service, a mail survey was sent to 12 executives in charge of planning and development in seven Regional Bell Operating Companies and five independent telephone companies. Ten returned completed questionnaires. Findings indicated that the Bell Companies are very likely to offer electronic white and yellow pages in the near future, while the independent companies seemed unlikely to do so; that telecommunications companies perceived it as unlikely that they will supply low-cost terminals for electronic white pages in the near future; and that the endorsement of a common standard is not likely. (Three tables of data are included and 101 references are attached.) (SR)