Feeds

Yelp readies to roll in Aus

Go-live by year-end

Top 5 reasons to deploy VMware with Tegile

Crowdsource-based review directory Yelp is gearing up for its imminent Australian launch with local carrier partner Telstra.

Yelp Inc has registered both local Australian and New Zealand domain names, with Yelp.com.au secured in September.

The San Francisco headquartered company has also been quietly hiring staff over the last two months. It is understood to have hired content ‘scouts’ in Sydney and Melbourne who are busily crafting the key review copy required to feather the local site.

Former Three Drunk Monkeys Content Coordinator Joel Amigo Hauer was hired as the Sydney based Yelp Scout in October. He describes his role as “helping Yelp launch in Australia, writing copy for various reviews of establishments around Sydney. Really heaps of fun.”

The company has also advertised for a number of part-time marketing assistant positions based in Brisbane, Perth and Adelaide. The job description calls for “well-written, social and entrepreneurial residents who know their city inside and out.”

The roles call for prospective Yelp employees to review and photograph their social and business haunts and edit local business listings.

It also understood that Yelp.com’s director of marketing Laura Nestler has been visiting Australia to prep for the local launch and will re-locate to the Sydney office once opened.

It is anticipated 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. In July, Yelp announced its intention to head to Australia via a strategic partnership with Telstra’s directories arm, Sensis.

Under the deal 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.

Given Sensis’ flagging results revealed by Telstra CEO David Thodey last week, the digital boost from Yelp may prove a welcome panacea.

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

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 percent of the company’s search traffic.

Yelp’s Stoppelman said at the time, “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.”

Meanwhile Yelp filed its long awaited plans for a $US100m IPO with the SEC on Friday.

Choosing a cloud hosting partner with confidence

More from The Register

next story
I'll be back (and forward): Hollywood's time travel tribulations
Quick, call the Time Cops to sort out this paradox!
Musicians sue UK.gov over 'zero pay' copyright fix
Everyone else in Europe compensates us - why can't you?
Megaupload overlord Kim Dotcom: The US HAS RADICALISED ME!
Now my lawyers have bailed 'cos I'm 'OFFICIALLY' BROKE
MI6 oversight report on Lee Rigby murder: US web giants offer 'safe haven for TERRORISM'
PM urged to 'prioritise issue' after Facebook hindsight find
BT said to have pulled patent-infringing boxes from DSL network
Take your license demand and stick it in your ASSIA
Right to be forgotten should apply to Google.com too: EU
And hey - no need to tell the website you've de-listed. That'll make it easier ...
prev story

Whitepapers

Designing and building an open ITOA architecture
Learn about a new IT data taxonomy defined by the four data sources of IT visibility: wire, machine, agent, and synthetic data sets.
The total economic impact of Druva inSync
Examining the ROI enterprises may realize by implementing inSync, as they look to improve backup and recovery of endpoint data in a cost-effective manner.
A strategic approach to identity relationship management
ForgeRock commissioned Forrester to evaluate companies’ IAM practices and requirements when it comes to customer-facing scenarios versus employee-facing ones.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
Business security measures using SSL
Examines the major types of threats to information security that businesses face today and the techniques for mitigating those threats.