Day Two of the Interactive Mission started with Yelp. yelp.com Yelp is the local recommendation engine. People may be more familiar with TripAdvisor and Yelp is in that domain. However, the yelp guys would probably yelp at the comparison.
Yelp was set up in 2004 to help people find great local businesses. It is another in a long line of companies slowly eating Yellow Pages to death. Sure their the location based map technology piece which is still pretty cool. But the much cooler aspect is the community. The fans. The fans literally are this brand. A whopping 22 million reviews that provides the real utility to the tech.
It is also a utility that really comes alive in the mobile space. And what is really interesting is the way in which the mobile device (i.e. phone) connects you to people are not in your immediate environment, the geo location aspect of the mobile device (i.e. computer) connects you to your immediate environment with rich information about the businesses around you.
Yelp is the 5th most popular iPad app of all time and sits at number 15 on the iphone. Yelp is in the UK already but is planning to ramp up activity in Q1 next year. Expect even bigger things.
Here what other IPA delegates think about the Interactive Mission at