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Google brings Latitude check-in service to Apple's Iphone

Fanbois can now become virtual gurus
Tue Mar 22 2011, 14:30

INTERNET ADVERTISING BROKER Google has updated its Latitude application for the Iphone to include check-in services.

Following a similar update for Android, Google now allows Iphone users to check-in using its Latitude service. The company says that as users check-in to the same place repeatedly, their status, at least in its Latitude world, will grow from Regular to a VIP and finally to a Guru.

Sign-in services might allow you become a 'whale' in your own world, but for Google the real value behind this service is the ability to promote deals at a particular shop or restaurant. Google even admitted as much when it used the example that a user increasing their status in Austin, Texas, will result in unlocking money saving offers in 60 local businesses.

Aside from updates to Latitude, Google has also updated its Places application with support for 30 languages. The personalised recommendation application allows users to rate the places they have been to build up a behavioural profile for future recommendations. Behavioural profiles, could the powers that be know where we're going before we do? It is a whole new dimension to tracking surely?

Google's Latitude check-in service follows industry pioneers Foursquare and Gowalla. Even Facebook has revealed a similar service where it offers users discount deals based upon their location.

Both of these applications are vital to Google as the firm aims to build up its portfolio of augmented reality services as a viable revenue generation tool.

Given that many industry observers believe that Google missed out on the great social notworking bubble, the "Don't be evil" company is apparently working hard to ensure that it won't repeat that perceived mistake when it comes to augmented reality services. µ


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