5StarControl Releases Analysis of Yelp's Presence on Mobile Devices

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5StarControl provides their analysis regarding Yelp’s highly successful mobile application (app) on iOS and partnership with Bing which raises questions regarding revenue versus increased user presence.

5StarControl releases their analysis of Yelp’s new iOS mobile application, which is already rated by Huffington Post Digital Media Analyst Michael Boland as, “one of the top all time downloaded apps for iOS.” According to their 2nd Quarter 2012 financial report in the Sacramento Bee on August 1, 2012, Yelp’s better-than-expected net revenue of $32.7 million is viewed as a positive indicator that their marketing platform will soon outstrip competitors, especially when consumers’ “connection to local businesses is enhanced by the location-based capabilities of their mobile devices." Their mobile application is seen as a strong indicator that their rapid expansion into other markets internationally will bring even more consumer reviews than the current monthly average of 7.2 million unique mobile users. Local business review website, 5StarControl, commented on Boland’s concern that the sudden increase in consumer reviews via mobile app will increase their revenue loss because it is “under monetized.”

5StarControl stated that Yelp’s local business marketing services are will most likely profit from the new mobile access point for reviews because they have been streamlining their mobile user interface as discussed on Yelp’s blog. Yelp’s partnership with Bing now allows Yelp reviews to be seen in Bing’s local search results, as well as their partnership with Apple’s iOS maps feature. This provides even more visibility for Yelp. 5StarControl predicts more local businesses will be eager to use their marketing services, which will help boost Yelp’s revenues.

In his article, Boland said that to date mobile monetization has been unprofitable, and that Yelp’s new mobile expansion could potentially decrease Yelp’s current sales per user average. In order to overcome this, Boland speculates that Yelp will have to find a way to smoothly integrate increased upsell ads with their mobile forum in such a way that they do not scare away users who are “turned off by an altered experience.” He also points out that since mobile monetization is the wave of the future, Yelp will need to figure out how to avoid corporate stagnation that often stymies the drive for “mobile ad share.”

According to Wikipedia, monetization is, “charging for something that used to be free, or making money on goods or services that were previously unprofitable.” This exactly defines one of the issues Boland foresees with Yelp’s mobile expansion. However, 5StarControl predicts that Yelp’s seo strategy through Bing and Apple have the potential to draw more local businesses to Yelp marketing services than ever before, thereby offsetting the “under monetized” specter associated with an increased mobile ad share platform. 5StarControl also recommends Frank Kern’s materials as an added tool to successful mobile monetization for small businesses.

Local business review site, 5StarControl, believes Yelp’s effectiveness in pointing users to popular, local businesses will be a key selling point for businesses to invest in local internet marketing. This is supported by Boland’s assertion that Yelp “has become a de facto standard in local [online] search[es].” "As evidenced by Yelp's popularity with mobile device users, mobile SEO services can be an effective tool for small businesses wanting to break into the mobile app arena," stated 5StarControl.

5StarControl sees Yelp’s increased consumer access to local business markets, their intention to make the mobile user experience streamlined, as well as introduce monetization as smoothly as possible as a tremendous marketing opportunity for small business marketing online.

5StarControl is a forum covering small business news regarding mobile seo services.

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