Yelp originally got into mobile in a kind of “back door” way a couple years ago, with Palm building the first Yelp mobile app in Q3 2006. Since that time mobile has become more and more strategic for Yelp, with each successive app release offering richer functionality, including augmented reality.
The rise of local-mobile “game” FourSquare and to a lesser degree Gowalla has threatened to steal some of the buzz and “cool factor” that is part of Yelp’s public image and appeal for younger users. Neither of these sites has many users compared to Yelp and their “nature” doesn’t yet make them mainstream enough to be a true threat to Yelp, which is a much more utilitarian site and app. (Local-mobile “check ins” or friend finding don’t originate with FourSquare, BrightKite, Socialight and others had this earlier.) But Yelp isn’t taking chances . . .
The rest of this post is at Internet2Go.