Feeds

Yelp clicks into Aus with Telstra

Carrier set to Google-fy its directories arm

Top 10 endpoint backup mistakes

American local-business recommendation site Yelp is coming to Australia via a strategic partnership with Telstra’s directories arm, Sensis.

Yelp will integrate Sensis’ Yellow Pages local business listing data into its site, while Sensis' local sales force will launch yelp.com.au into the Australian market.

Sensis will also syndicate Yelp content, ratings and reviews to yellowpages.com.au, Yellow Pages mobile and the Yellow Pages iPhone application.

Neither party has revealed financial details of the partnership, but with Yelp’s CEO Jeremy Stoppelman recently confirming that an IPO was on the cards within two years, the move may be the first stirrings of a long-anticipated spinoff of Sensis.

Sensis CEO Bruce Akhurst said “we are extremely pleased to have created a unique partnership with a world leader like Yelp that will see us work side-by-side to bring such an exciting proposition to Australia. This is particularly exciting when we consider the huge upside to new and existing Yellow Pages customers who will be able to be found by more potential customers on yelp.com.au.”

The Yelp business, which has expanded from the US to Canada, the UK, Ireland, France, Austria, Germany, Spain and the Netherlands, would help Sensis expand beyond its dull and declining directories business.

This month, Yelp hit 20 million user generated reviews and claimed 53 million monthly visitors. The site has operating for six years, but enjoyed most of its growth in the last 18 months, doubling its reviews from 10 million in March 2010 to 20 million this June.

Yelp is also prolific on mobile, launching its first iPhone app in 2007. The app enjoys 4.5 million users monthly, with those mobile customers drive 35% of the company’s search traffic.

This nexus between mobile and web directory seachability is another reason Sensis was so keen to take on the business.

In the US, the company has also recently launched a group buying offering branded Yelp Deals which allows customers to search for coupons and deals on local services. This combo of aggregation of local business data and the provision of targeted deals, would also appeal to the evolving Sensis business model, which is trying to leverage its vast a local business data in more social media and advertising revenue accretive way.

Yelp’s Stoppelman said “expanding Yelp to Australia is a very exciting endeavour for us, especially as this represents our first collaborative effort with a media company. Partnering with Sensis enables us to establish a strong local presence and quickly form relationships with businesses throughout Australia.”

The duo expect that yelp.com.au will be fully operational by the end of 2011 with Sensis’ Yellow Pages media advisors offering Yelp advertising options to customers in 2012. ®

A new approach to endpoint data protection

More from The Register

next story
Amazon says Hachette should lower ebook prices, pay authors more
Oh yeah ... and a 30% cut for Amazon to seal the deal
Philip K Dick 'Nazi alternate reality' story to be made into TV series
Amazon Studios, Ridley Scott firm to produce The Man in the High Castle
Nintend-OH NO! Sorry, Mario – your profits are in another castle
Red-hatted mascot, red-colored logo, red-stained finance books
Sonos AXES support for Apple's iOS4 and 5
Want to use your iThing? You can't - it's too old
Joe Average isn't worth $10 a year to Mark Zuckerberg
The Social Network deflates the PC resurgence with mobile-only usage prediction
Chips are down at Broadcom: Thousands of workers laid off
Cellphone baseband device biz shuttered
Feel free to BONK on the TUBE, says Transport for London
Plus: Almost NOBODY uses pay-by-bonk on buses - Visa
Twitch rich as Google flicks $1bn hitch switch, claims snitch
Gameplay streaming biz and search king refuse to deny fresh gobble rumors
Stick a 4K in them: Super high-res TVs are DONE
4,000 pixels is niche now... Don't say we didn't warn you
prev story

Whitepapers

7 Elements of Radically Simple OS Migration
Avoid the typical headaches of OS migration during your next project by learning about 7 elements of radically simple OS migration.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
Solving today's distributed Big Data backup challenges
Enable IT efficiency and allow a firm to access and reuse corporate information for competitive advantage, ultimately changing business outcomes.
A new approach to endpoint data protection
What is the best way to ensure comprehensive visibility, management, and control of information on both company-owned and employee-owned devices?