Ann: Big Un Limited Strategic Update, page-63

Imo this is why businesses will want people to use the app. If their business has more reviews than the local competitors then there is every chance they will get more customers. Businesses are either going to shy away from the app or go head first into it. I do think that if it starts getting a little traction then businesses won't be able to ignore it and will need to try and dominate the platform.

I would refer back to the trend of video. It's expected to be 80% of internet traffic in the within next two years. The smart businesses will know that and choose to harness the power of video reviews first.