Community

Share your automotive expertise

2 Write a Blog Post

Filed in: Marketing

Foursquare Splits Its Functionality Into Two Distinct Apps

Foursquare has made the decision to split itself into two distinct apps.  One will continue to be called Foursquare and will be used for discovering new venues, while the other will be called Swarm and will be used for "checking into" locations. 

These changes come from the realization by the company that their app is generally used for two reasons - meeting up with friends or discovering new places to go.  However, through analysis, the company has determined that it is rare for users to do both at the same time.  The concept behind splitting these functions into two separate apps is to allow those who simply want to keep up with friends to do this more quickly and efficiently.

Foursquare explained their intentions in their recent blog announcement.  "We built Swarm because you've told us how often you still have to text your friends: 'where are you?' and 'what are you up to later?'  We wanted to build a quick way for you to know these two things for all of your friends.  With Swarm, you can easily see which of your friends are out nearby, figure out who is up for grabbing a drink later, and share what you're up to (faster and more easily than you can in Foursquare today)."

The new two-app approach is the latest attempt by Foursquare to find a sustainable business model.  The startup chose to enter into a deal in February that siphons Foursquare location data into Microsoft's Bing search in exchange for a $15 million investment into the company. 

The new Foursquare app will continue to include local search, but the company also plans to increase the personalization of its app.  "We believe local search should be personalized to your tastes and informed by the people you trust," Foursquare wrote in its recent blog post.  "The opinions of actual experts should matter, not just strangers."

The concept of separating apps into distinct services is becoming more and more common recently.  For example, Facebook has created separate apps for news discovery, messaging and photography.  Google has also recently announced separate apps for creating documents and spreadsheets, which are pulled out of its full-service Drive app. 

Foursquare explains their intentions further on their blog post, stating that, "Our company has always been about helping you keep up and meet up with friends, and discover great places.  Our two new, unbundled apps are designed to do that for everyone.  Swarm is for people who want the fastest and easiest way to connect with their friends.  Foursquare is for explorers who want to know about the best spots, and to share what they've found with others.  The two apps have been built to work seamlessly together...and we can't wait until both apps are in your hands."

Swarm will be released on iOS and Android within a few weeks and will later be released on Windows Phone.  The new version of the Foursquare app will be available later this summer.  

Comments

If I was a betting man: they are doing this because of a) they are trying to get bought up by Facebook or b) they are trying to get bought up by Apple.

May 9, 2014

I agree Robert. It does sound like they are positioning themselves to be the instagram-like acquisition with a big payday.

May 9, 2014

Whats Foursquare? ..... ;)

May 11, 2014

Comments 1 - 3 of 3

You must be logged in to comment

Login Create an account

Add your comments:

   

DrivingSales News' Recent Posts

Related Posts

  • Social Media, the Puppy

    My wife recently decided it was high time to get a pet dog for the family. I had been delaying this decision since my wife and I first moved in together (years and years ago). I just wasn’t ready for the responsibility. (And, on top of that, I’m allergic). Nonetheless, almost 15 years and two sons later, I acquiesced and began researching a suitable breed. Long story short, we decided upon a Havanese. We researched breeders, investigated, awaited a litter, and picked up our new puppy.  Cute as can be, I realize that this ball of hair will be essential to the growth and development of my children. But these first few weeks have been a lot of work. To tie this together, I was recently honored to have been hired by Jacuzzi corporate to speak at their International conference on the subject matters of lead management and process improvement. Even though I was the one to be dispensing knowledge onto the audience of franchise owners and manufacturer reps, I was able to walk away with m...Read post

  • Reviews...how much do they really help

    We really push getting reviews on  the sales side. We use Dealerrater and also push people to do reviews on google plus. We average about ten a week. We do the ocasional spiff for reviews but do not do it all of the time.   My question for the community is does this really help the dealership? We have a person that is responsikble for responding to every reciew....good or bad. We recently one dealer rater dealer of the year  for Florida (Hyundai).   I am also wandering if these have any seo value as well.   ...Read post

  • Why 24/7 is the Name of the Game for Dealer Chat

    As website communication tools go, chat has grown at the fastest rate of adoption on car dealer websites for years. It’s not new, but more dealers are embracing what chat can do for them to engage with people visiting their website. There are two primary reasons that it wasn’t a fad that died away like so many other website addons over the years. First, it is an ideal method of communication for the expanding number of people who prefer to use their phones for texting rather than calls. Our society is shifting towards testing as more people embrace it and chat is the closest thing to that type of communication available on a dealer’s website. Forms and emails do not have the real-time dialogue abilities that text and chat have. Scientific research has shown that many people avoid calling a dealership (or any business) as much as possible because they no longer possess the pacing control. With chat or texting, they determine when and how they reply. On the phone, it’s more d...Read post

  • Basic Principles of Landing Pages

    In the broadest sense of the term, landing pages refer to whatever pages on a website you are sending a potential shopper.  Typically, the traffic to landing pages comes from some form of marketing such as blogs or social media.  For landing pages that drive direct actions (conversions), a few key differences separate these pages from other pages on a dealership site. Conversion-driving landing pages tend to be a bit stripped down in comparison to a normal website page.  The goal with most marketing is to create a path or funnel for the customer to follow.  Having lots of other options on the page such as social media share buttons, or even site menus, can distract a user from that path. Landing page text tends to be simplistic, with a headline displaying a key benefit of whatever product or service is being sold along with some bullet points for details.  This is usually followed by a call to action.  Attention-getting call to action buttons help push shoppers in the right dir...Read post

  • Will Boomers and Millennials Ever Understand Each Other?

    Millennials are often misunderstood by Baby Boomers creating difficult situations when hiring and retaining the 25 to 34-year-old age groups. Why is this? Will Baby Boomers and Millennials ever understand each other or will cohesion and understanding help your business? Find out in this passionate post by Grant Gooley.Read post

  • Creating an Excellent (CX) in your Store

    A recent quarterly digital intelligence briefing from Adobe and Econsultancy titled Digital Trends 2015 outlining the most exciting opportunities for your organization, ranked Customer Experience as number one for the second straight year. The study was conducted on more than 6,000 marketing, digital and ecommerce professionals around the world ranking things like content marketing, mobile, social, big data, personalisation, location based services  and more. Customer Experience or (CX) as a theme has increased the gap from 2014 between things like mobile and social. Last year 20% ranked (CX) as the most exciting opportunity and the number has increased in 2015 to 22%. It is clear that in the coming year we will see a ton of activity in this area, so how can your dealership ensure an excellent (CX)? Customer Experience is defined as is the sum of all experiences at various touch points a customer has with a supplier of goods and/or services, over the duration of their relatio...Read post

  • The Fruit Fly

      Fruit flies are pests that are found in homes, restaurants and grocery stores - anywhere there is fresh produce present. They are attracted to rotting or fermenting fruit on which to feed and lay their eggs, and they are relentless and near impossible to get rid of once they have found a home.   Fruit Flies Everywhere! Several years ago, I noticed that I was increasingly trying to shoo these pests away from my face at meals, or just walking through my kitchen every day.  The fruit fly situation became unbearable.  I made several trips to the store to purchase flying insect killer. I purchased several brands, and they all seemed to take care of the problem at varying degrees. I would then spend the next few minutes cleaning up the mess of dead fruit flies and foul smelling insect killer. Well, this went on for days. Every day, I would arrive home, spray with vigorous purpose and clean the mess - only to have to do it again, day in and day out. After a week or so, I realized...Read post

  • 6 Things You Should Know About Email Marketing

    Of all the marketing methods, both conquest and customer, email is the most cost effective and returns the highest return on investment than any other channel. Of course this is only true if you know these six tips to get the most out of your email marketing. Subject Lines Did you know 33% of recipients open an email based on the subject line alone?1 Think of the subject line as your email’s headline. It should be brief, no more than 35-40 characters in length, for easy viewing on a mobile device. The content of your subject line should provide actionable information that represents the major content of your email. Always avoid using strong promotional attributes like multiple exclamation points or words in all caps. If you’re unsure of your selected subject line, test a couple out to determine which one receives the most opens. From Line Did you know 70% of people open emails from their favorite companies?2 This exact reason is why it is very important to use your dealership’s...Read post