dennis crowley

The new Foursquare 8.0, just released today and after unbundling, is of particular interest to me as it was basically what feecha versions 1 and 2 tried to do starting from two years ago. Feecha had a broader scope: it wasn’t just about food and places but about news, events and activities too. Our implementation was also a lot less structured with a feed approach, instead of the lists and directories you see in Foursquare.

The similarities are there: Default content is about what’s around the user. Users’ experiences were personalized by who they follow and what interests (i.e. tastes on Foursquare) they have. They get alerted when something relevant and interesting is nearby without needing to open the app. Foursquare’s “Tips” section was basically our main news feed and you level up (i.e. expertise on Foursquare) when people appreciate your contributions.

Sadly, we gave up on that ambition when it came to version 3 because of one key reason: we just couldn’t get enough good data. We relied on users to create useful content and that proved exceedingly difficult. Foursquare 8.0 — at least for food and places, and with their archive of 55 million tips — is executing that vision a lot better than we could.

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Recently, Foursquare had split itself into two: one new app, Swarm, to focus on check-ins and seeing friends’ locations; and a new recommendations app to compete with Yelp. The latter will keep the Foursquare name.

This division makes no sense. We’re not even talking about the wisdom behind unbundling, although that’s still questionable. Founder Dennis Crowley made that division because he thinks recommendations is the future and he wants to give it the best possible start, thus inheriting the Foursquare namesake and its 40 million user base. This is success theater because what makes more sense is for recommendations to be the new app, and for Foursquare to still be about check-ins.

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