Fri Feb, 2012 by Derek Mehraban
Foursquare has finally updated its mobile app (both iPhone and Android) to match some of the functionality on its web site. The main difference is an improvement in the Explore function. Some other differences are an ability to change your location (so the user can search around a future location instead of being limited to the current location) and the inclusion of photos within search results.
It is the improvements to Explore that will be the biggest boost to Foursquare mobile. The user can search for places that are still unvisited, or places that have been reviewed by a friend and even by places that are offering a special. It is the last function that shows the most promise. There are always new places to try, but seeing which ones have an offer running will help bring in traffic.
The digital firm needs to make sure clients with brick and mortar storefronts are active on Foursquare. Being present does not require deep discounts but still acts as a sign to draw in foot traffic. Because of the social functions of Foursquare that visibility can grow geometrically as friends see friends at locations, even if the store was not searched out. This update not only captures the local trend in social media but also the data about where friends and users actually go. That’s a lucrative combination.