I was in Portland for the first time this past weekend visiting a friend. He had to stop by work for a couple hours, so I was on my own to roam the city. Eventually, I was in desperate need of a place to eat. I had recently downloaded the new Yelp application on my iPhone 3GS, and found this to be a perfect opportunity to put it to use. Yelp has a plethora of user reviews, so what better way to find a delicious place to eat?

As a new Yelp user, I was unaware of the “Monocle” function within the application; this is one of the most remarkable things to hit the iPhone. The Monocle function utilizes augmented reality — defined as a live, direct or indirect view of a physical, real-world environment that has elements merged with (or augmented by) virtual, computer-generated imagery, creating a mixed reality. Monocle actually brings up local business listings and reviews through the iPhone camera (see picture below).

Yelp Monocle Function for iPhone

So as you walk around, turn corners and change directions, the local business listings are updated based on your location and the direction you are facing. I was amazed. This application brings local search and social media to a whole new level. Yelp is matching consumers with local businesses, and it provides user reviews from other consumers within same communities. This is obviously a win-win situation. Advertisers gain a local search presence through Yelp, while consumers get the information and reviews they need to make an informed purchase decision. Imagine the impact this will have on the local search landscape. I don’t think I am making a bold prediction here, but I’m sure we will be seeing a lot more of this from other local search providers moving forward.

Back to my Portland story. With the help of my Yelp app, I was able to find a local restaurant based on rave reviews. If you are ever in the Portland area, be sure to visit Tin Shed and Garden Cafe on Alberta Street.