ZAGAT.mobi (dotMobi) | MMA
December 17, 2007
.mobi Solutions in Action

ZAGAT.mobi
Presented by dotMobi

“ZAGAT.mobi helped ZAGAT create consistent naming across its digital product line. Most other ways of referencing mobile web sites are long and convoluted like 'Zagat mobile web site' or 'mobile.zagat.com.' These were not viable options for a product name.”
 – Dan Entin, Senior Product Manager - Internet & Wireless, ZAGAT Survey

Company

Initially started as a hobby in 1979, ZAGAT Survey is now the world's leading provider of consumer survey-based dining, travel and leisure information. From its inception, ZAGAT Survey has remained committed to delivering the best content available for helping consumers decide where to "Eat, Drink, Stay & Play."
This content is especially useful to consumers when they are on the go and relying on their mobile device for information.
To address this consumer need, ZAGAT decided to utilize the .mobi domain and launch a universally accessible, ad-supported mobile web site as a way to make its content available to as many mobile consumers as possible.

Solution

ZAGAT.mobi allowed ZAGAT to differentiate between its existing "ZAGAT TO GO" mobile software and create a consistent naming across its digital product line.
Also, according to Dan Entin, ZAGAT Survey's Senior Product Manager - Internet & Wireless, other ways of referencing mobile web sites are long and convoluted. Options like "ZAGAT mobile web site" or "mobile.zagat.com" fail to demonstrate "ease of use" for a customer.
Like all .mobi sites, ZAGAT.mobi is accessible to and optimized for any web-enabled mobile device. Additionally, with a premium membership to ZAGAT.com, a consumer can use their same account information to log into ZAGAT.mobi and access the premium ZAGAT ratings and reviews.
Results

ZAGAT.mobi was launched with a PR campaign that was widely covered, including the front cover of USA Today's "Life" section. This was combined with a marketing campaign to the ZAGAT.com user base. ZAGAT also ran "welcome box" ad on the ZAGAT.com homepage along with ads throughout the rest of the site.
The response to ZAGAT.mobi has been extremely positive, and traffic to ZAGAT.mobi has far exceeded ZAGAT's expectations.