In an effort to improve consumer interaction and increase usage, Zagat Survey has updated its iPhone application, Zagat To Go, to include offline sync and augmented reality.

Along with the augmented reality and offline sync capabilities, Zagat now lets consumers write reviews directly from the handheld device and upload it to the company?s Web site. The updated application, version 3.0, will also be compatible with Apple?s iPad.

?We are taking advantage of latest iPhone technology, including augmented reality, to offer new customers and existing users fresh, useful features and an overall premium experience,? said Ryan Charles, senior product and marketing manager at Zagat, New York.

?Our goal is and always has been to make Zagat content available to customers wherever and whenever they need it,? he said. ?Now, with offline sync, Zagat ratings and reviews can be accessed even if a network connection isn't readily available.

?This new feature allows browsing of reviews on subways, airplanes and even internationally where there may not be service.?

Zagat is a worldwide source for information about where to eat, drink, stay and play.

The company and consumers rate and review airlines, restaurants, hotels, nightlife, movies, music, golf, resorts, shopping, spas and a range of other entertainment categories in more than 100 countries.

Critics go mobile
The application was developed with Handmark.

Mr. Charles said the foundation of Zagat is surveyor participation. 

With the addition of real-time review capabilities, consumers can use the application to find a restaurant recommendation and go on to submit their ratings and review of that restaurant wherever they are. 

The mobile feedback contributes to Zagat?s official ratings and reviews and supports the entire Zagat ecosystem.

In addition to the Zagat ratings and reviews, the Zagat Recommends feature acts as a digital concierge to filter restaurant choices based on the consumer?s preferences.

Zagat To Go 3.0 also features restaurant reservation capabilities and the ability to search establishments worldwide using GPS or by choosing a city.

Reaching the mobile audience
Mr. Charles said the new features appeal to a wide audience, with leisure and business travelers targeted for the offline feature.  Real-time review functionality appeals to consumers interested in sharing their opinions.

The 3.0 version of the application is a free update to consumers who have already downloaded a previous application version. New users can download the application for $9.99.

In November, Zagat launched an Android application (see story). The Android application also uses augmented reality.

?Zagat has always been at the forefront of emerging technology, offering our users the newest and most useful ways to access Zagat information,? Mr. Charles said. ?The addition of these new features to Zagat To Go 3.0 echoes that.

?The mobile channel has become increasingly important as technology changes consumer habits and behavior,? he said. ?Zagat continually seeks innovative new ways to ensure that consumers are actively engaged with our app and our brand, and many of the features in Zagat To Go 3.0 accomplish that goal.?