Conde Nast Traveler, one of the leading travel magazines nationwide, tapped Acuity Mobile Inc. to help launch a mobile Web site featuring a tipping guide.

Sponsored by Verizon Wireless, the Conde Nast Traveler Tipping Guide offers gratuity etiquette advice to travelers. Mobile consumers can visit http://cntpromo.com/tipping and search for the local tipping custom by country. Here is Alan Sultan, president of Acuity Mobile, on his company's work on the WAP site for Conde Nast Traveler:

What was the mandate from Conde Nast Traveler?
To provide a mobile solution, optimized for the large variety of devices and screen sizes, and that could be easily accessed. And to provide information on international tipping and customs.

They also wanted to select a platform that could support enhanced offerings in the future with targeted advertising and travel content.

Why the need for a mobile tipping guide?
Conde Nast Traveler is the leading travel publisher in the world and consistently hears from their readers questions about tipping from around the globe--where to tip, who to tip, how much to tip.

If you are visiting different countries, it is sometimes difficult to remember from one area to the next what is the appropriate practice.

Plus, right now everyone is looking to maximize their entertainment dollars, so providing a reasonable, but not excessive tip is more important than ever.

Who is it targeting?
The Conde Nast mobile tipping guide will enable business and leisure travelers wherever they may be to have the accepted tipping customs right at their fingertips.

How will this mobile site help the magazine brand?
Readers look to the magazine as a resource for essential travel information. This will be a useful resource which Conde Nast Traveler will provide to their audience and will be another way to encourage interaction between reader and brand.

Does Conde Nast Traveler have a mobile presence for the magazine?
Not that we are aware of.

How the WAP site work on the consumer side?
This WAP site is accessible from any Web-enabled phone. The address is cntpromo.com/tipping.

Is this unique, a mobile tipping guide? Anyone else do something similar?
There are tipping calculators that require downloading, some desktop Web sites, but this is a portable version.

Accessed on all carriers and phones?
This is accessible on any device that has Web connectivity.

What does Verizon Wireless bring to the table?
Verizon is sponsoring the guide to bring attention to their new global wireless services.

Which Acuity Mobile platform did you use?
This site was built using the eMAP platform, developed and patented by Acuity Mobile, which manages a brands entire mobile presence -- text, WAP and app.

What work has Acuity done so far for Conde Nast Traveler or other Conde Nast titles?
This was the first project we have completed for Conde Nast.

Has Acuity done anything similar for other magazine and news brands?
We are developing several other concepts with Conde Nast, as well as other magazine titles and book publishers.

We count NBA Jazz, Harrah's, MGM Mirage, Acxiom and others as clients.

Any recent Acuity milestones?
This launch is the latest in several recent mobile projects, including new applications for Harrah's and CTM Media, as well as mobile marketing programs for NBA's Jazz and several retailers.

We have several other very large client announcements coming out over the next few weeks.

So what opportunity is Conde Nast Traveler seizing here?
This is just one more way which publishers can differentiate themselves by supplying relevant content and tools to their readers via mobile.