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WHERE Joins MKT Lineup; Launches Site; Changes Name

By: 17 March 2010

Lots of news coming from mobile local app provider WHERE today. Just a week after it opened up its WHERE Ads local ad network, it has launched a new Web site and officially changed its name from uLocate to WHERE.

The company not only provides the WHERE local app but is also an app production house, which my contacts in the publishing world tell me has solid technical chops. It will continue to build this side of its business but the name change reflects a friendlier consumer brand, in line with the familiarity of its flagship local app.

As for the Web site launch, this is similarly meant to solidify the brand and create a more integrated local experience between PC and mobile device. True to the cloud computing trends driving a great deal of online and mobile media, the site lets you log on (or register) to view and manage your local activity, such as the places you’ve checked in from mobile.

Other features, from the press release, include:

  • Keep track of all the places they’ve been to in the past, those they want to go to in the future, and their reviews with Placebook
  • Record their current location with Check-in
  • Share their WHERE activity with their social network via Facebook and Twitter
  • Search, discover and review local restaurants, businesses and services
  • View nearby concerts, sports games and other events

In terms of creating continuity between the online and mobile experiences, Foursquare has a similar site but it’s not as functional (though we hear Web site updates are coming).

Lastly, some news from our Marketplaces 2010 conference next week. WHERE VP of Product David Chang is joining us onstage to discuss mobile monetization in a segment that caps off our mobile forum. He’ll join MoVoxx, LocalAdExchange and CallSpark in a discussion about the growing area of mobile local ad networks and monetization. We’re expecting a great session.

where


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