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Location based or check-in apps started gaining popularity about a year ago. These are social networks specializing in location based applications for smart phones. There are quite a few to choose from, Foursquare, BrightKite, Gowalla, MyTown, DodgeBall, Whrrl, Loopt and the latest player in the bandwagon, Facebook Places.
Although different sites have different features, the common process is, you sign up and check-in to a location, like a restaurant or theater and the app sends alerts to your friends, letting them know what you are up to. You can share your location to your friends as well as find out the most happening places in your area.
The great thing about these location based applications is it can work with your existing social network, you can easily connect it to your Facebook or Twitter account, fuss free. Some API’s even give out badges so you can be “Mayor” of a place you frequent most, like your neighborhood Starbucks. Some stores even give perks to frequent visitors. It’s a good deal for the check-in app user and if you are a business owner, this is a great way to promote your establishment.
Another value seen by companies is the data mining potential; these check-in apps allow store owners to see who went to their establishment, where they came from and where they went next. Business owners can leverage on the information by creating loyalty programs and improving customer service. The ultimate promise of these applications is gaining a clear view of your customers so you can do target advertising.
Location based or check-in apps are still on the way to making it as a household name. Part of the slow rise in popularity is due to the fact that there’s only a small margin of Americans using smartphones. Another concern preventing check-in apps from hitting the main stream is privacy issues. Consumers are wary of the technology mainly because they are concerned about their privacy and safety. The Congressional subcommittee on Commerce, Trade and Consumer Protection is even raised concerns about using consumers’ geo-location data for marketing.
Check-in service providers are responding by giving users more control over their information. Privacy settings are enhanced to give users the ability to opt out from being tagged. Some providers also offer alerts, to let the user know if he is being tagged in a location.
Social networks, Facebook and Twitter, have also taken to location based applications. The service is turned off on default and further hype is still needed to boost the apps popularity. Location based apps providers’ needs to give consumers a clear picture of what they are getting before its value can outweigh the risk.
Before signing up for a check-in service or enable it from your social networking site, it is best to know more about how it works and what you can do to control your privacy. Check-in apps have great potential not just for big companies; it’s also a great tool for users to promote his online image.
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IDK there is something about letting everyone know where I am at that I do not like. While you are checking into the Movie theater and you tag your roommate or wife know people you will be out of your house for at least 2 hours, so someone could check into your home and check out with your flat screen TV, just a security concern for me.