ZAGAT TO GO SM Case Study

Handmark® develops mobile version of legendary Zagat Survey®: ZAGAT TO GO SM

In 2005, Zagat approached Handmark to oversee the expansion of the mobile version of the legendary Zagat Survey®. As a result, ZAGAT TO GO SM is now available on a variety of devices supported by the following platforms: Palm® OS, Windows Mobile® Pocket PC, Windows Mobile® Smartphone, and BlackBerry®.

Zagat Survey® was established in 1979 by Tim and Nina Zagat, and in their own words is, “ . . . a business based on a simple premise – that the shared opinions of thousands of avid consumers with real experiences are inherently more accurate than the opinions of just one or two critics. Through our guides, we give people the power of a collective voice and the information to make smart decisions.”

ZAGAT TO GO was one of the first solutions for Palm PDAs that paved the way for wireless versions to take advantage of new technologies.

The company now offers guides to dining for more than 85 major markets, as well as guides for family travel, entertaining, shopping, nightlife, attractions, movies, music, golf, hotels, resorts and spas worldwide.

Zagat Survey® is the world's leading provider of consumer survey-based dining, travel, and leisure information, with more than 300,000 surveyors participating around the globe.

Customers who use the Handmark-developed ZAGAT TO GO can browse over 75 guides worth of trusted Zagat Survey® ratings and reviews for restaurants, golf courses, hotels, resorts, spas, bars, clubs and lounges.

Advanced features include options to save favorite searches for rapid accessibility in addition to personalized lists that conveniently store favorite spots to eat, drink, stay, and play. Subscribers also have the ability to sort establishments either by rating or cost with a single tap, or add reservations and appointments to their personal calendars.

ZAGAT TO GO was one of the first solutions for Palm PDAs that paved the way for wireless versions to take advantage of new technologies. Zagat was also one of the first companies to implement a text campaign with Handmark’s SHARE technology. Potential ZAGAT TO GO subscribers can send an SMS text message that lets the recipient download and try ZAGAT TO GO on their own device.

ZAGAT TO GO is also one of the stickiest applications for Handmark. It has consistently been a top 10-seller within the Handmark.com and Pocket Express Extras e-stores.

Handmark has developed and powered various channel promotions including a ZAGAT TO GO micro-browsers page and a desktop web site at http://mobile.zagat.com.

ZAGAT TO GO helped establish new business models and marketing vehicles for various Fortune 500 companies, which involved the purchase of volume licenses by such established brands as Irish Spring® and Visa Signature.

Handmark and Zagat Survey plan to support LBS (location-based services) within ZAGAT TO GO. This means mobile users will not have to specify ZIP codes or other location identifiers to find the Zagat information they are seeking, adding even more appeal to an already popular service.