New Foursquare Features Make Bid for Utility, Usage and Broader Reach

Foursquare is fighting a battle on two fronts: trying to stay a step ahead of LBS-check-in competitors and trying to broaden its appeal to more mainstream users. Whether it's Forrester's 4% or Myxer's 11% that have used a mobile "check-in" site, it's not a mainstream phenomenon. And though it arguably has the strongest "brand" other than Yelp in the LBS segment, it doesn't have the most users. That title I believe belongs to Booyah's MyTown.

But last night Foursquare rolled out version 2.0 of its app, which features a number of improvements designed to boost utility, usage and reach. You may have read one of more than two-dozen commentaries, but in the event you haven't here's what's new

  • The separation of tips and to-dos
  • Everything is now visible on a map (e.g., tips, friends)
  • Profile pages are redesigned to include more information
  • The addition of an online "like" button equivalent . . . add to MyFoursquare.  

The myFoursquare button is very much like the Facebook "Like" button but a less certain endorsement of the business. It's intended to be displayed on PC business profile pages and adds a venue to your to-do list so you can access it later on your mobile handset.

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Game mechanics and even coupons are not going to carry Foursquare into the mainstream. It will be a combination of things, but more content and utility are essential to enable the company to realize its promise as a "social cityguide."

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Related: McDonald's Actual Foursquare Test Numbers: 2,865 Check-Ins.