Loopt Offers Local-Social Approach in Pulse

Loopt has been struggling to reinvent itself since Facebook came to dominate the mobile social landscape (and to a lesser degree Twitter). It's very hard to compete with an installed base of 300 million, with more than 70 million using a mobile app to access the social network. Hence LooptMix and now Pulse.

Mix is a dating app and Pulse is much more of a ultiliarian local search tool, with social recommendations -- rather than a mobile social network that has local listings. The (re)positioning is important.

There are two modes in Pulse: search and "pulse" (discover). Here's what the NY Times said earlier this week:

Loopt aims to distinguish itself by making its service comprehensive. It incorporates feeds from 20 sources, including listings and review services like Zagat, Citysearch and Eventful as well as content sites like DailyCandy, Thrillist and The Village Voice.

Pulse produces a personalized and ever-changing list of recommendations based on where you are, the time of day and Loopt’s own data on where you and your friends have been. It shows editorial descriptions and reviews from the partner sites and averages the ratings a business has received.

The two differentiators are thus content breadth and the push-recommendations. At a high level, however, this is the same conceptual discussion we had with Aloqa this afternoon. Having said that Loopt is better off through diversification and repositioning as a local entertainment source rather than being primarily a friend finder. 

Yet there are a lot of companies in the mobile-local segment and the incumbents will not cede the space easily. Witness Whrrl (from Pelago) that was aiming to be what Pulse aspires to. The company was unsuccessful gaining traction as Yelp, Citysearch and other established companies moved more aggressively into mobile. 

However Loopt seems pretty scrappy and adaptable. We'll see how the new direction fares.