Just four days after being officially launched, Yellow's tailored version of its leading yellow.co.nz business search directory has become the country's most popular free iPhone app.

Following its launch on 20 August 1,737 unique users have used the app in 3,911 sessions to date, knocking the previous no.1, sheep launcher, off the top spot[1].

Yellow's Marketing Director Kellie Nathan says she was always confident the Yellow app would be popular.

"It's a real vote of confidence in our digital strategy. We're living in an increasingly digital world and our aim is to ensure our content is available to people where they want it, when they want it and how they want it."

Ms Nathan said Yellow would be developing apps for other select smart phones in the near future.

The Yellow iPhone app provides location awareness via the iPhone's built in GPS, mapping and directions functionality courtesy of Google Maps and the ability to save businesses to your contacts and email search results to others.

The Yellow iPhone app was designed for the iPhone 3GS and is free to download from the App Store at http://itunes.apple.com/WebObjects/MZStore.woa/wa/viewSoftware?id=325450909&mt=8

Features include:

Full ability to search Yellow's entire directory

Local search via iPhone's integrated GPS

Find local businesses on the integrated maps

Get driving or walking directions to any business via Google Maps

Email business details to friends & contacts

Save your favourite searches for next time

Add your favourite businesses direct to your iPhones contacts

A demo of the Yellow iPhone app is available on YouTube at http://www.youtube.com/watch?v=b9815bvJrKw