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First there was redToronto, then it was redCity Search Company and earlier this week they announced a name change to ZipLocal. With the name change the company is will also be offering consumers a “next-generation online business directory that helps Canadians find the information they need at a local level.” Still in beta the site offers some basic features such as colour-code frequently-used addresses, view enhanced business details, tag useful information on community bookmarking site del.icio.us, and even forward search results as text messages to mobile phones.

Newly appointed President and CEO Elaine Kunda is banking that there will be enough traffic to be able to sign up advertisers, which she is promising will be able to to customize information to help users make faster and better informed choices.

It is a nice idea in concept, but will they have enough marketing dollars to driver consumers from using top of mind services from the Internet Big 3 ( Google, Microsoft, and Yahoo)?

Over the next few months ZipLocal will add additional features such as that will allow site users to customize the way they use the online tool including the ability for users to contribute directly to the site content, providing an ever more relevant and intuitive experience. Advertisers will benefit from the ability to customize their listings, adding the detailed information consumers find useful when making purchase decisions.

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