Last night I received the following message in my in box from Mapquest:
We’re emailing you to let you know that the MapQuest Local Business Center (LBC) is going to look different starting today. When you go to listings.mapquest.com you’ll see a new page design with the button to sign in located in the top right corner.
Although this page has changed, your login information remains the same.
There are some exciting changes on the horizon for the MapQuest LBC, so be on the lookout for more information later this year.
If you click through you now see a Yext co-branded page; although this could have been the case before; I haven’t been there in a long time:
Mapquest is part of Yext’s “power listings” network. Otherwise the site appears to be surviving on its brand’s legacy and remaining strength with selected audiences (older demographics). AOL has tried several times in the past to sell the property.
Yet while Mapquest itself doesn’t appear on the list, AOL is surprisingly a top 5 mobile property according to comScore’s August US smartphone report. Some of that traffic may be Mapquest.
Mapquest is something of a tragic story, if I can use that word in this context. Once the market leader it was chronically neglected by AOL and allowed to languish. Efforts to inject new UI/UX life into the property came too late and were generally weak.
What are your thoughts about the future of Mapquest:
- It will limp along as it has been
- It will be sold to someone
- It will be revitalized by AOL and become relevant again