118 118 what ARE they up to?

Who doesn't remember these two? 

The 118 118 'Got Your Number' ad was one of the most memorable ads of the early 2000's and started a catchphrase, characters and humour which the nation quickly latched on to and created a stable brand for 118 118 based on their directory enquiries hotline.

The marketing campaign was an absolute hit and the brand became engraved in the minds of the public. The 'Got Your Number' catchphrase was entirely relevant to the brand's offering, the brand had a unique personality and their offering was ultimately clear.
The directory hotline was a great offering back in 2005, when mobile phone ownership was reaching over 80% of the population and a desire for instant information. However, of course with the rapid increase in the use and ownership of smartphones in recent years, 118 118 had a new competitor aside from the numerous other telephone directory services- mobile internet. Consumers can now instantly search for any phone number of piece of information they'd like and best of all- it's free (if included in your data plan). 
Like any business, 118 118 have been working to adapt to this newly emerging competition and I'm not entirely sure their strategy is effective. These are a couple of examples of their new ads in which they try to directly compete with the mobile internet:

I'm not entirely sure what the value that 118 118 are trying to bring to the table is, of course they are trying to compete on the speed of their service, however with mobile networks also constantly working to improve their mobile speeds- I can't see this working as a long-term strategy?
They are of course using the same great branding, however- they aren't offering anything new through these ads and their isn't a real sense of change and adaption here- the company needs to be more forward-thinking and dynamic.
However, as I was driving today, I heard a radio advert for 118 118 Money- offering short-term loans. This new direction for the brand is interesting, however now they are competing with the big dogs at Wonga- who are known for pay day loans! Wonga's branding surrounds this market and in the consumers' minds they are the first brand that comes to mind. 
118 118 are of course trying to differentiate as they sense the lack of demand for a telephone directory service, however it seems that entering an entirely new, unrelated market is extremely risky and will require strong marketing to ensure that customers see the brand in this new light- frankly I can't see it working when they are up against Wonga who's marketing is on point throughout the loans sector.
Let me know your thoughts!