Consumers add the Poynt address as a Windows Live Messenger contact, then 'chat' with the service like they would any other buddy. The Poynt service will ask them to set their address, ZIP code or other location landmark and then enter the type of business they're looking for. Users get a list of business names, addresses and phone numbers in order of proximity, and Poynt also provides driving directions and a map.
"It is difficult to predict where consumers are going to be when they search for local information," said Eric Chandler, president-Internet for Idearc Media. "That is why it's important to deliver content to multiple platforms--including instant messaging--so our advertisers appear wherever the end-user is searching."