Initially, YP's new Gas Guru app was a mystery to me. With nearly all of the features found in its original YP app, why would the company go through the trouble of building a seemingly redundant app?
The answer, YP told me, was to better capture an audience through a specific purpose-based app. Sure, much of the gas station location and pricing information is available on YP's main app, but the company hoped to nab users who were specifically searching for gas-centric apps.
YP's strategy is indicative of the challenges that even the largest brands have in … Read more