These are [their unique advertising] IDs that we turned into a fake name and a fake avatar. But the Foursquare of today is a location-data giant. Ostensibly, the reason I met with Crowley was to talk about Hypertrending, a temporary feature Foursquare is rolling out for this year's South by Southwest conference that the company announced Friday afternoon. Foursquare's Hypertrending app shows a real-time heat map of where users are in Austin left and a ranking of the most popular locations right.
He says this tension between creepy and cool is part of the reason Foursquare is only testing the feature at SXSW. If the reception is positive, Foursquare could turn the tech into a service that developers could query to build something similar. Measure ad performance.
Select basic ads. Create a personalised ads profile. Select personalised ads. Apply market research to generate audience insights. Measure content performance. Develop and improve products. List of Partners vendors. Elise Moreau. Freelance Contributor. Elise Moreau is a writer that has covered social media, texting, messaging, and streaming for Lifewire.
Her work has appeared on Techvibes, SlashGear, Lifehack and others. Facebook Twitter. Updated on June 08, Tweet Share Email. Apps Payment Services Best Apps. In This Article. How the Guide App Works. How to Use the Guide App. Getting Started. Main Features. Foursquare's Swarm App.
Was this page helpful? Thanks for letting us know! The team came up with dozens of different ideas for what the service should look like in , but every answer had one thing in common: they all said Foursquare needed to grow out of its one-app approach. Foursquare's new direction wasn't based on gut instinct. It relied on some pretty scary data the company gathered about how people had been using its app — or how they hadn't been using it.
We were born in mobile but we were born in this idea that each mobile app was kind of like a web property bundled up for mobile," says Steinback. You open an app to do a specific task and not as a gateway to a large complicated experience. Having the check-in button as the main interface every time users opened the app created a noticeable hurdle for engagement. During months of testing, the company found that unbundling the two halves of Foursquare made each experience more focused and efficient.
Sessions were shorter, but more frequent. And using some simple hooks in iOS and Android, Foursquare can shuttle users back and forth between the two apps with ease, much as Facebook does with its main app and its Messenger app.
Your Facebook friend list is far too big for people to be comfortable sharing intimate data like their location, Crowley says. Passive location-sharing in a way that people actually want A number of similar apps like Highlight, Sonar, and Banjo, which helped you track down friends and interesting strangers, were so broad that they bombed with the mainstream.
This might still seem creepy for some people, but in that sense Foursquare may have one big advantage over Facebook when it comes to ambient location sharing.
People who download Swarm are making an explicit decision to provide this kind of data to a specific set of friends. Local search, however, is a mainstream activity that anyone with a smartphone is going to want. Back in , Foursquare struggled to raise new funding at an attractive valuation. First it took on debt, then raised fresh capital, but at a lower valuation than its earlier rounds. The core issue was that its user growth had slowed considerably and fallen behind its peers in the world of mobile social networks.
But if these changes help Foursquare finally hit those bigger user numbers, its investors believe it will be extremely valuable.
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