Fulfills need of national directory:

SLT Rainbow Pages the best solution

Harshini Perera

The telecommunication sector is directly involved with the development of the country. Therefore, a comprehensive directory is a timely need that the SLT has rightly understood rather than being one of the service providers, said Chief Executive Officer, SLT Publications, Malraj

Balapitiya.

Q: How did the Rainbow Pages directories develop in Sri Lanka?

A: Sri Lanka Telecom (SLT) has been publishing directories since 1939. This is a Regulatory Requirement under the licence condition. Under the licence condition any fixed-line operator has to provide a directory to their customers free. From 1983- 2001 directory production was outsourced by a company.

We started our own directory publishing unit in 2002. At present, the SLT directory handles the entire operation of collecting advertisements,data, data purification, lay-outs, and art work designing except printing. We outsourced printing to other printers.

SLT has a few subsidiaries. The SLT Publication is a fully operated subsidiary under SLT. The SLT publication commenced its operations in 2008.

Q: What is the mission of SLT Publications?

A: Our mission is not only to provide information but we also want to be an advertising solution provider for our customers.

The directory is one of the advertising media. We have the database through which we can get in to lot of business opportunities. That’s why we wanted to position ourselves as the sole advertising provider in Sri Lanka. At present we are involved in publishing directories and have developed many improvements.

Q: What are the latest developments in publishing directories?

A: We publish new directories in various professions. And we have started a call centre inquiry where you can dial from your fixed line or mobile. One can get additional information in e-rainbow.

For example, if someone wants to know the telephone number of the Hilton Hotel, it could be obtained under the e-rainbow. The Tele-rainbow is partially operational while it delivers additional information such as hotel rates and opening hours. The e-rainbow is our website. We have a directory compacted in a CD.

The WAP is another service we have introduced through which one can get Rainbow Pages information. At present we are developing an SMS product where one can simply send an SMS and acquire the information.

The IP TV is the latest product we have come up with. This is the first time a person can see the directory information while watching television. We have already incorporated it to IP TV advertising. We want to have a touch screen system in public places such as the Airport, the BMICH and Convention Centre to get information.

Profile: Name: Malraj Balapitiya School attended: Joseph Vaz College, Wennappuwa Civil Status: Married Professional Status: Chartered Electronic Engineer, Fellow Member of the Institute of Engineers of Sri Lanka Current position: Chief Executive Officer- SLT Publications Experience: 25 years in Telecommunication Industry Sports: Basketball, Badminton, Athletics

We have already developed the MAP system but we were compelled to stop its operation due to the tense situation which prevailed earlier. I reckon the Ministry of Defence will allow us to put it into practice now. The MAP enables a person to find a certain area or place which will be located in the map through the Website.

The direct mailing service was another service introduced lately. In direct mailing we select the customers unlike advertising in the mass media. If an advertiser wants to send a business message to a selected group of people, then we can select the area from the database and can send a letter to the respective customers.

We have introduced the Doctor Directory and the Architect Directory. The doctor directory is a unique concept that anyone can use. Every registered doctor or frequently consulted doctor will be enlisted in the directory. We have got the information through the e-channel which has the most comprehensive information of doctors.

In that the doctor along with the hospital they usually visit, is mentioned in the Doctor directory.

We recently included the professional directory and the architect directory where all architects and architectural organizations are listed. To support the Government in the tourist industry, we will introduce tourist pages in future. It will give all the tourist attractions and hotels, where the tourist can get information. We also have introduced a new section this time for foreign advertisers.

Q: What is the service it delivers to customers?

A: We claim that our directory is the most comprehensive because you get all the information such as general, Government institutions, religious organizations, business or any other organizations, and this is the largest classified directory. We have introduced space in the 2009/10 directory for foreign advertisers, so that customers can easily refer this section. We hope that there will be a lot of advertisers in the next directory.

Q: What is unique about your directories?

A: The colour-coded index is the unique concept in the directory. Customers can find whatever business they are interested in or information regarding any topic. For example, if we need to find some information in Handicrafts, we simply have to refer the green section. It is the only colour-coded system available in the world.

Q: How do you collect all the information for the directory?

A: We request all Government institutions prior to publication that they provide all the necessary information. For example, information of all Government offices such as Central Province Provincial Council, Ministries and Universities are gathered by us through them.

Q: What is the new media developed in the SLT publications?

A: Directories are available in printed and electronic media. For example, the Rainbow Pages Website, e-directory and National Directory CD which consisted of all island information, IP TV, Call Centre, WAP enabled mobile phones to get directory information. Along with the Business directory they can collect an additional directory CD free.

There are over 100,000 people who use the directory CD in Sri Lanka. We provide the directories to foreign missions in the world through the Ministry.

The SLT publication Website too is visited by over 200,000 internet users. Our directories received a high rank in the Google and Yahoo web pages. Through the WAP anyone around the world can find information in the Rainbow Pages. The CD is very comprehensive in showing data in various categories, organizations and any other information.

Q: What are the advantages provided to advertisers?

A: They only have to pay for the directory. We have expanded the opportunity of readership by expanding the information through a different medium, thus they can exploit that opportunity free.

Q: How do you spend your leisure?

A: I prefer to go out with my family.