James Tenser

BrainTrust Query: Supercharged Checkins

August 9, 2010

FROM RETAILWIRE:
Location-based social networks are the latest fad to hit mobile phones. The concept has mobile phone owners using GPS to "checkin" to establishments, including restaurants and retail stores. What do you think of the potential of "checkins" tied to location-based social networks?      [more...]

Here is yet another classic instance of a novel consumer interaction platform in search of commercial applications. These "location club" apps remind me of Twitter at its earliest stages. They feel like games right now, but one may succeed to the extent that it can aggregate a committed audience of interest to marketers.

In addition to linking with some loyalty programs, I see potential to combine these "where am I now?" activities with GPS-based way-finding tools like Layar's augmented reality browser (which overlays "captions" on an image of a local street scene). Integration with social media sites like Facebook must inevitably follow.

The two major caveats of location-based apps are already touched on by fellow BrainTruster's: One, interest will skew strongly toward younger users who are naturally more open to try mobile apps. Two, there is a significant personal privacy or even safety risk to the individual who broadcasts his or her location.

I'm a realist about personal privacy, and not hung up on keeping secrets, but I won't tip the burglary network when I'm away from home.