iPad and iPhone Users Find More Ways to Discover Local Businesses With YP(SM) App From AT&T

Consumers increasingly rely on apps to navigate their on-the-go lifestyles; Eat Play Live feature on YP.com extends to mobile

Oct 26, 2010, 08:00 ET from AT&T Inc.

GLENDALE, Calif., Oct. 26 /PRNewswire/ -- Easy access to over 18 million businesses at the touch of a finger – that's what iPad and iPhone users get with the YP(SM) App from AT&T Interactive. Building on the app's popular local search and browse features, the latest version of the free YP app is now available on the App Store and features a new homepage that encourages further discovery of new businesses within three popular categories: Eat, Play and Live. This new discovery feature draws from the recently enhanced homepage on YP.com, the new YELLOWPAGES.COM.

According to comScore, an average of 46.5 million mobile subscribers per month accessed local mobile content, as defined by comScore, during Q2 2010(i), emphasizing consumers' need to access information about things nearby while on the go.  With millions of local businesses to choose from on the YP App, iPad and iPhone users can find everything from that perfect dinner spot to popular spas for an impromptu getaway or a local mechanic to help get their car back on the road. The new Eat, Play and Live feature of the app helps users discover new local hot spots to visit now – or later – by showcasing popular businesses within top lifestyle categories. For businesses they find, consumers can check out descriptions, user ratings & reviews, and even video profiles.

"The goal of finding local information goes beyond traditional search, which is why we are constantly exploring different ways to help users access and discover new local content using apps," said David Williams, VP of Mobile Products at AT&T Interactive. "Our rich history in local search helps us give local insights to those consumers 'seeking' businesses or 'browsing' to discover something new. We continue to evolve the YP experience so we can make better recommendations based on time, preferences, and even social connections to further customize the mobile experience."

While YP.com, iPad and iPhone users all benefit from the new Eat, Play, Live homepage, each experience is customized to unique user needs and experience. According to searches on YP products:

  • Between May and Sept., 90 percent of searches on the YP App by iPad users were category-based (e.g. pizza, plumbers, wine bars). The new homepage takes advantage of the tablet's wide screen filling it with vibrant images that encourage users to explore new local businesses and categories. Users searching for something specific have quick access to search and category carousel browsing features with results presented in a convenient split-screen list + map view.
  • During the same May and Sept. timeframe, over 60 percent of searches on the YP App by iPhone users were for specific businesses.  iPhone app users benefit from the same Eat, Play and Live categories and businesses, wrapped into a lighter-weight design for one-handed use – while not getting in the way of text and voice search or connecting with a business by calling or getting there with built-in maps and directions.
  • YP.com users are doing both: Beyond mobile, searches on YP.com show a more even split between category and business searches between May and Sept. Nearly 60 percent of searches were for business categories - highlighting the opportunity to help users discover something new locally with the new Eat, Play, Live feature.

Along with the new discovery features, the YP App offers consumers new features to make use of the information they find.  For example, the YP App for iPad now includes a 'Send to Phone' button that allows users to instantly send business details to their mobile phone. This new feature connects the experience between the iPad and mobile phones, recognizing the use of the iPad to find businesses and the need to use that information on a mobile phone for on-the-go access. The latest version of the iPhone app also includes a 'Share via SMS' feature for texting business listings to a friend – joining other useful features such as sharing by email and social networks. Now it's even easier for users to share their great local finds.

The YP App is available for free from the App Store on iPad and iPhone or at www.itunes.com/appstore.  

Keep tabs on the new YP brand and products including YP.com and YPmobile® on YP on Facebook.

*AT&T products and services are provided or offered by subsidiaries and affiliates of AT&T Inc. under the AT&T brand and not by AT&T Inc.

About AT&T Interactive

AT&T Interactive, a subsidiary of AT&T Inc., is an industry leader in creating local search products that encourage consumers to discover and engage with local businesses across three screens - online, mobile, and TV. YP.com, AT&T Interactive's flagship web property, attracts over 30 million monthly online unique visitors (1). YP.com is also accessed by millions of users each month via the mobile web. AT&T Interactive consumer apps have a pre-activation presence or have been downloaded through digital app stores on over 40 million mobile phones.(2)

AT&T Interactive's robust local ad network helps advertisers grow their business and distributes ads to a distinguished list of top publishers whose presence spans online, mobile and TV. AT&T Interactive's wide range of local ad products such as premium listings, performance-based advertising, and search engine marketing provides advertisers an opportunity to increase their presence among consumers who are looking for a local business.

AT&T Interactive products are supported by over 5,000 media consultants from the AT&T Advertising Solutions organization and other select resellers. To learn more click here.

About AT&T

AT&T Inc. (NYSE: T) is a premier communications holding company. Its subsidiaries and affiliates – AT&T operating companies – are the providers of AT&T services in the United States and around the world. With a powerful array of network resources that includes the nation's fastest mobile broadband network, AT&T is a leading provider of wireless, Wi-Fi, high speed Internet and voice services. A leader in mobile broadband, AT&T also offers the best wireless coverage worldwide, offering the most wireless phones that work in the most countries.  It also offers advanced TV services under the AT&T U-verse® and AT&T | DIRECTV brands. The company's suite of IP-based business communications services is one of the most advanced in the world. In domestic markets, AT&T Advertising Solutions and AT&T Interactive are known for their leadership in local search and advertising. In 2010, AT&T again ranked among the 50 Most Admired Companies by FORTUNE® magazine. 

Additional information about AT&T Inc. and the products and services provided by AT&T subsidiaries and affiliates is available at the AT&T Web Site.  This AT&T news release and other announcements are available at AT&T Newsroom, and as part of an RSS feed at AT&T RSS Feed. Or follow our news on Twitter @ATT. Find us on Facebook at the AT&T Facebook to discover more about our consumer and wireless services or at AT&T Small Business Facebook to discover more about our small business services.

© 2010 AT&T Intellectual Property. All rights reserved. Mobile broadband not available in all areas. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.

(1) Source: AT&T Interactive internal data, 2010 YTD average through July

(2) Source: AT&T Mobility and AT&T Interactive internal data

(i)  comScore, Oct. 2010; According to comScore, local mobile content includes maps, movies, business directories or restaurants