Feeds

Foursquare gets pushy with fandroids, touchy Windows 8 bods

Hey investors, we're serious about this business thing – bung us a few mil?

The Essential Guide to IT Transformation

Foursquare has started pushing itself into the Android notification bar and supporting Windows 8, as the company tries to turn its location-announcing app into a real business.

The latest version of Foursquare for Android doesn't wait for users to check in before telling them about local services in which they might be interested. Instead it just pushes the information onto their screen. Meanwhile, Windows 8 users, who've been feeling left out, can now get their own version of 2010's must-have app.

This isn't the first time Foursquare has interfered with live notifications. Foursquare Radar would sound an alert when, say, you hadn't been invited to the drinking session all your mates were enjoying – providing awkward scenes on demand – but this time it's different, as the company blog explains:

"Today, with everything that Foursquare has learned about the world, it can be proactive recommendations – helping you discover the greatest things nearby without even having to open the app."

Last month the company added pop-up advertising across its platforms; check in to a bar and Foursquare will suggest a tot of Captain Morgan's finest, which is all part of the new drive to be taken seriously by advertisers – and investors, of whom there are rather more than there used to be.

In February Foursquare raised another $41m, almost $2m of which is in debt rather than equity. That piles on the commercial pressure and makes one wonder at what point Foursquare will be making money rather than raising it.

Justifying the $41m it hoovered up in April this year, CEO Dennis Crowley likened the company to Google, explaining the cash was needed to fund analysis of its user data (including three-and-a-half billion check-ins, apparently) and provide "perfect recommendations" to users. But competing with Google et al is an expensive, and risky, business.

With so many competitors waiting in the wings, Foursquare can't afford to upset its existing users, so will likely tread carefully with push notifications, as well as (probably) letting users opt out if they wish. Yet, in common with all services funded through advertising, it's a narrow path to walk. ®

The Essential Guide to IT Transformation

More from The Register

next story
NO MORE ALL CAPS and other pleasures of Visual Studio 14
Unpicking a packed preview that breaks down ASP.NET
KDE releases ice-cream coloured Plasma 5 just in time for summer
Melty but refreshing - popular rival to Mint's Cinnamon's still a work in progress
Leaked Windows Phone 8.1 Update specs tease details of Nokia's next mobes
New screen sizes, dual SIMs, voice over LTE, and more
Another day, another Firefox: Version 31 is upon us ALREADY
Web devs, Mozilla really wants you to like this one
Put down that Oracle database patch: It could cost $23,000 per CPU
On-by-default INMEMORY tech a boon for developers ... as long as they can afford it
Mozilla keeps its Beard, hopes anti-gay marriage troubles are now over
Plenty on new CEO's todo list – starting with Firefox's slipping grasp
Apple: We'll unleash OS X Yosemite beta on the MASSES on 24 July
Starting today, regular fanbois will be guinea pigs, it tells Reg
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
The Essential Guide to IT Transformation
ServiceNow discusses three IT transformations that can help CIO's automate IT services to transform IT and the enterprise.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
How modern custom applications can spur business growth
Learn how to create, deploy and manage custom applications without consuming or expanding the need for scarce, expensive IT resources.
Build a business case: developing custom apps
Learn how to maximize the value of custom applications by accelerating and simplifying their development.