{"id":14409,"date":"2019-03-08T20:34:20","date_gmt":"2019-03-08T20:34:20","guid":{"rendered":"https:\/\/rsoftsolution.com\/blog\/foursquares-hypertrending-helps-you-spy-on-the-coolest-local-happenings.html"},"modified":"2019-03-08T20:34:20","modified_gmt":"2019-03-08T20:34:20","slug":"foursquares-hypertrending-helps-you-spy-on-the-coolest-local-happenings","status":"publish","type":"post","link":"https:\/\/www.rbsitsoftwaresolution.in\/blog\/foursquares-hypertrending-helps-you-spy-on-the-coolest-local-happenings.html","title":{"rendered":"Foursquare\u2019s Hypertrending helps you spy on the coolest local happenings"},"content":{"rendered":"

Ten years after<\/span> the launch of Foursquare at SXSW, the company is laying its technology bare with a futuristic version of its old app that doesn\u2019t require a check-in at all. The godfather of location apps is returning to the launchpad<\/a> with Hypertrending, but this time it hopes to learn what developers might do with real-time info about where people are and where they aren\u2019t.<\/p>\n

Hypertrending uses Foursquare\u2019s <\/a> Pilgrim technology<\/a>, which is baked into Foursquare\u2019s apps and offered as a third-party enterprise tool, to show where phones are in real time over the course of SXSW in Austin, Texas.<\/p>\n

This information is relayed through dots on a map. The size of those dots is a reflection of the number of devices in that place at a given time. Users can filter the map by All places, Food, Nightlife and Fun (events and parties).<\/p>\n

Hypertrending also has a Top 100 list that is updated in real time to show which places are super popular, with arrows to show whether a place is trending up or down.<\/p>\n

Before you throw up your hands in outrage, the information on Hypertrending is aggregated and anonymized (just like it is within Pilgrim), and there are no trails showing the phone\u2019s route from one place to another. Dots only appear on the map when the phone arrives at a destination.<\/p>\n

Hypertrending was cooked up in Foursquare\u2019s skunkworks division, Foursquare Labs, led by the company\u2019s co-founder Dennis Crowley <\/a>.<\/p>\n

The feature is only available during SXSW and in the Austin area, and thus far Foursquare has no plans to launch this publicly. So\u2026 what\u2019s the deal?<\/p>\n

First and foremost, Hypertrending is about showing off the technology. In many ways, Hypertrending isn\u2019t new at all, in that it runs off the Pilgrim technology that has powered Foursquare since around 2014.<\/p>\n

Pilgrim is the tech that recognizes you\u2019ve just sat down at a restaurant and offers up a tip about the menu on Foursquare City Guide, and it\u2019s the same tech that notices you\u2019ve just touched down in a new city and makes some recommendations on places to go. In Swarm, it\u2019s the tech that offers up a list of all the places you\u2019ve been in case you want to retroactively check in to them.<\/p>\n

That sounds rather simple, but a combination of Foursquare\u2019s 10 years\u2019 worth of location data and Pilgrim\u2019s hyper-precision is unparalleled when it comes to accuracy, according to Crowley.<\/p>\n

Whereas other location tech might not understand the difference between you being in the cafe on the first floor or the salon on the second floor, or the bar that shares a wall with both, Pilgrim does.<\/p>\n

This is what led Foursquare to build out the Pilgrim SDK, which now sees more than 100 million user-confirmed visits per month. Apps that use the Pilgrim SDK offer users the ability to opt-in to Foursquare\u2019s always-on location tracking for its mobile app panel in the U.S., which has grown to 10 million devices.<\/p>\n

These 10 million phones provide the data that powers Hypertrending.<\/p>\n

Now, the data itself might not be new, per se. But Foursquare has never visualized the information quite like this, even for enterprise customers.<\/p>\n

Whereas customers of the Foursquare Place Insights, Pinpoint and Attribution get snapshots into their own respective audiences, Hypertrending represents on a large scale just what Foursquare\u2019s tech is capable of in not only knowing where people are, but where people aren\u2019t.<\/p>\n

\"\"<\/p>\n

This brings us back to SXSW, which happens to be the place where Foursquare first launched back in 2009.<\/p>\n

\u201cThis week has felt a little nostalgic as we try to get this thing ready to go,\u201d said Crowley. \u201cIt\u2019s not that dissimilar to when we went to SXSW in 2009 and showed off Foursquare 1.0. There is this curious uncertainty and my whole thing is to get a sense of what people think of it.\u201d<\/p>\n

Crowley recalled his first trip to SXSW with co-founder Naveen Selvadurai. They couldn\u2019t afford an actual pass to the show so they just went from party to party showing people the app and hearing what they thought. Crowley said that he doesn\u2019t expect Hypertrending to be some huge consumer app.<\/p>\n

\u201cI want to show off what we can do with the technology and the data and hopefully inspire developers to do interesting stuff with this raw visualization of where phones are at,\u201d said Crowley. \u201cWhat would you do if you had access to this? Would you make something cool and fun or make something obnoxious and creepy?\u201d<\/p>\n

Beyond the common tie of SXSW, Hypertrending brings Foursquare\u2019s story full circle in the fact that it\u2019s potentially the most poignant example of what Crowley always wanted Foursquare to be. Location is one of the most powerful pieces of information about an individual. One\u2019s physical location is, in many ways, the most purely truthful piece of information about them in a sea of digital clicks and scroll-bys.<\/p>\n

If this data could be harnessed properly, without any work on the side of the consumer, what possibilities might open up?<\/p>\n

\u201cWe\u2019ve long talked about making \u2018a check-in button you never had to press,\u2019 \u201d said Crowley in the blog post. \u201cHypertrending is part of that vision realized, spread across multiple apps and services.\u201d<\/p>\n

Crowley also admits in the blog post that Hypertrending walks a fine line between creepy and cool, which is another reason for the ephemeral nature of the feature. It\u2019s also the exact reason he wants to open it up to everyone.<\/p>\n

From the blog post<\/a>:<\/p>\n

\n

After 10 years, it\u2019s clear that we (Foursquare!) are going to play a role in influencing how contextual-aware technologies shape the future \u2013 whether that\u2019s apps that react to where you are and where you\u2019ve been, smarter virtual assistants (e.g Alexa, Siri, Marsbot) that understand how you move through cities, or AR objects that need to appear at just the right time in just the right spot. We want to build a version of the future that we\u2019re proud of, and we want your input as we get to work building it.<\/p>\n<\/blockquote>\n

And\u2026<\/p>\n

\n

We made Hypertrending to show people how Foursquare\u2019s panel works in terms of what it can do (and what it will not do), as well as to show people how we as a company think about navigating this space. We feel the general trend with internet and technology companies these days has been to keep giving users a more and more personalized (albeit opaquely personalized) view of the world, while the companies that create these feeds keep the broad \u201cGod View\u201d to themselves. Hypertrending is one example of how we can take Foursquare\u2019s aggregate view of the world and make it available to the users who make it what it is. This is what we mean when we talk about \u201ctransparency\u201d \u2013 we want to be honest, in public, about what our technology can do, how it works, and the specific design decisions we made in creating it.<\/p>\n<\/blockquote>\n

We asked Crowley what would happen if brands and marketers loved the idea of Hypertrending, but general consumers were freaked out?<\/p>\n

\u201cThis is an easy question,\u201d said Crowley. \u201cIf this freaks people out, we don\u2019t build stuff with it. We\u2019re not ready for it yet. But I\u2019d go back to the drawing board and ask \u2018What do we learn from people that are freaked out about it that would help us communicate to them,\u2019 or \u2018what are the changes we could make to this that would make people comfortable,\u2019 or \u2018what are the things we could build that would illustrate the value of this that this view didn\u2019t communicate?\u2019 \u201d<\/p>\n

As mentioned above, Hypertrending is only available during the SXSW conference in the Austin area. Users can access Hypertrending through both the Foursquare City Guide app and Swarm by simply shaking their phone.<\/p>\n

Article source: http:\/\/feedproxy.google.com\/~r\/techcrunchIt\/~3\/tLWIJBWT8Ic\/<\/p>","protected":false},"excerpt":{"rendered":"

Ten years after the launch of Foursquare at SXSW, the company is laying its technology bare with a futuristic version of its old app that doesn\u2019t require a check-in at <\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[19],"tags":[25],"class_list":["post-14409","post","type-post","status-publish","format-standard","hentry","category-enterprise-software","tag-enterprise"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t