YP has formally announced its multi-platform favorites functionality called Mybook. Simply put, Mybook offers a way for signed-in consumers to organize and save businesses for later review or retrieval from any device.
I’m a big fan of save-for-later lists and Mybook could prove very effective for YP engagement and loyalty across platforms but especially on the go. Users save business lists by category in “collections.”
YP says that since the feature was quietly introduced last fall, it has “drawn in more than a million people to try it out.” Here’s a brief list of its current functionality and capabilities (YP descriptions):
- Take Notes – add notes to mybook entries like favorite dishes or a salesperson’s name
- Map View – see mybook entries on maps to make planning a breeze when on the go
- Chain Listings – quickly find nearby chain stores and restaurants saved to mybook
- Easy Sharing – share individual business contacts saved in mybook with friends and family
One can imagine opt-in push notifications tied to saved businesses so that it could be come a CRM-style communications channel for local businesses. I could also imagine a range of other push capabilities tied in.
YP is unlikely to do this but I could imagine this as a useful core feature of a stand-alone YP-branded travel-planning/travel app built around hotels, restaurants and top attractions. There are many interesting possibilities.
While the business listings database is now a “commodity,” though accuracy varies, functionality like this will potentially help YP differentiate and boost user engagement. YP is doing lots of interesting things these days, such as buying Sense Networks and doing distribution deals with Yelp.
The company is also one of the few YP players that continues to invest in and promote its consumer brand.
What are your thoughts on this new personalization/favorites feature and whether it will boost engagement with YP across platforms. The YP mobile app is generally quite successful according to various measures and data sources.