ADOTAS – In the location-based mobile social network space, everyone’s attention is directed at Foursquare, and how it will innovate to fend off rising threats from Google and Facebook. However, if you want to see more interesting new services for marketers to capitalize on, take a look at Whrrl, Pelago’s mobile social network that offers a “Society” model that groups users according to their real-world shared interests.
The mobile network recently introduced Whrrl Society Rewards, which basically turn every check-in into a chance to win discounts, and now is offering Amazon-like recommendations to users. How is it like Amazon? Well, Pelago founder and CEO Jeff Holden did manage consumer facing websites at Amazon as well as the companies personalization tech for 10 years, so I think he might have a general idea about how these things work.
An algorithmic layer on top of check-in data analyzes user check-ins, recommendations and general Society activity to give users recommendations about places and activities on the Whrrl homepage and in a weekly email. As users earn more points and level up in societies by influencing others, the recommendations become increasingly personalized.
The new release, which is also integrated with Facebook places, is now available on the iPhone. Here’s a nifty demo: