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@Nate - data needs context to be useful. Also, we still live in the Marketing 1.0 era of not collecting the right data on people and then sneaking around on them because of it. It's going to be interesting to see how mobile marketing develops... for now, I'm still getting spam calls to my "do not call" registered mobile phone from a company contracted by Comcast, a company that could have a good relationship with me through Frank and its customer support team. Never mind badges and behavioral data ;)

@Kate - I'm thinking we all do that to some extent, we cast ourselves in a good light when in the public eye. Good thinking on the branding side.

@Ike - you have such a way with words! This is a really good way of putting it "Foursquare provides a way to sort through everything that has happened in the where". Thank you for sharing the link, I'm already seeing plenty of applications from your examples.

@Aaron - the more I think about it, the more I see the opportunities laid out by Ike. And yes, integrating something with the event will make it special. Glad you posted this comment today, it made me go back to all of the comments and my post and rethink some of the assumptions.

Valeria - great post. As you're aware, I just did a similar post myself. My take was that FourSquare and Gowalla (or Loopt, MyTown or Brightkite) may or may not be the ultimate winners in the location-based services war but irrespective of that, I do believe that there is some "there" there.

Yes, overcoming privacy is a big deal but realistically, most normal people (I fall outside this category) have 150-200 friends on Facebook and if they are on Twitter, something in that same neighborhood. They likely know most if not all of those friends and if they decide to cross-post their location to one of these networks, they don't care if the public sees the checkin.

Realistically, the biggest key is for businesses AND people to continue to provide value in order for location-based services to take off. For businesses, I agree that it's mostly a coupon, discount or freebie (although recognition may also work in many cases). As @Jeremy points out, creating layers of augmented reality can also be hugely helful (think of them as virtual post it notes pinned up by your friends).

Thanks once again for making me think.

Best,
Aaron | @aaronstrout

It's not about places, it's about *events*.

People need to quit thinking about what others are already doing with Foursquare, and focus on what the technology makes possible.

http://www.mediabullseye.com/mb/2010/05/social-media-conquers-both-time-and-space.html

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