It’s very tempting to dismiss “geo-social games” such as Foursquare, Gowalla and MyTown as fads. Yet doing so would diminish how these apps alter the culture of local mobile search and even location-based “advertising” in potentially significant ways. Recognizing the challenge, Google and Yelp have already responded. But other local media companies hoping to succeed in mobile may not clearly see the threat – or opportunity – in emulating, buying or partnering with these emerging players.
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