Zagat Survey has launched Zagat To Go for Google's Android platform to further extend its mobile presence.

The application was created by Handmark and provides users access to Zagat's trusted ratings and reviews for more than 40,000 restaurants, hotels, nightspots and shops worldwide. It is available for $9.99 in the Android Market.

Mobile Marketer?s Dan Butcher interviewed Nina Zagat, cofounder of Zagat Survey, New York. Here is what she had to say:

What is Zagat?s strategy behind the launch of the app for Android smartphones?
We have taken a platform-agnostic approach to our mobile strategy, developing Zagat content on new platforms as they emerge. 

Our goal is to provide Zagat content to consumers wherever and whenever they want it, which is what we have done for nearly 10 years. In fact, we launched a free augmented reality app for Android in May. 

Zagat To Go for Android was the logical next step.
 
What is the target demographic?
This app is for anyone with an Android phone who likes to eat and travel. Since Zagat has content in over 100 cities worldwide, the application can be used at home and when traveling for business and leisure.
 
On which other smartphone platforms does Zagat have an app?
Zagat To Go is currently available on iPhone, BlackBerry, Windows Mobile and Android. We also have Golf By Zagat for iPhone. Zagat.mobi, our mobile Web site, works on any Web-enabled phone.

What challenges does Handmark address for Zagat?
Handmark helps Zagat expand its mobile offerings across multiple platforms.

How will Zagat and Handmark get the word out about this Android app (i.e. marketing tactics?) Will the application be mentioned in print, TV or out-of-home ads? Will there be ads to promote the app across the mobile Web or within other apps?
We market to our consumers via email and on Zagat.com, as well as Facebook and Twitter. We also plan targeted mobile advertising for Android devices. We?ve always believed that producing the best content generates great word-of-mouth. 

Because of its high quality, Apple has been including our iPhone app in its advertising. 
 
Will this app have ad-support? If so, which brands are advertising within it? Are any of Zagat?s other mobile platforms ad-supported?
No, this app will not have ad support. Zagat.mobi is ad-supported. The most current brands that have advertised on Zagat.mobi are Westin, Propel, RadioShack, AT&T and Visa.