The king has stepped off of his throne, and he is ready to battle.
Why use such a metaphor, you ask. Well, when one of the largest technology companies in the world finally adds check-in functionality to one of its location-based apps, I would say that’ s pretty huge. Google has been watching the likes of Foursquare, Gowalla, Scvngr, and social giant, Facebook, make huge strides in the location-based space; all around the proverbial check-in action. The web search giant is finally ready to show its hand. It looks to be a good one.
Not only has Google enabled check ins within latitude, it has added robust functionality to the application. It is making it easier for users to check-in as they move around physical environments. The company has launched an automatic check-in feature that tags a user’s location once he has entered a pre-defined place. The functionality mirrors that of Location Labs’ Mayor Maker, in which a Foursquare user can pre-select which locations he woul like to be automatically checked into, using Location-labs carrier-based geo-fencing platform.
It will be interesting to see over the next couple months how aggressive Google aims to get in this space. As we have seen with the comapny’s mobile operating system, Android, and its plays in the mobile advertising market, the company sees the that the future of web dominance lies in capturing mobile market share.