ADOTAS – According to various reports, Groupon has acquired Campfire Labs, a startup of relatively vague ambitions that hasn’t even launched yet. Campfire Labs’ own self-description has claimed the company “wants to change the way people think of social interactions in the real world and online.” What that means, according to other analyses on the web, is that they had planned to apply those social interactions to a commerce experience. When you look at it that way, folding whatever Campfire Labs was working on into a way for Groupon to approach small, local businesses and to create a more personalized vibe between businesses and customers or clients makes a lot of sense.
Campfire Labs was headed up by Sakina Arsiwala, who held prestigious positions at Google and YouTube, and Naveen Koorakula, who had worked for Yahoo and search companies Inktomi and Picch. In this extension of Groupon’s recent moves towards honing customer experience — after it bought scheduling/social tech company OpenCal, it used that company’s software to create Groupon Scheduler — this acquisition can likely be considered a talent buy.