Select your localized edition:

Close ×

More Ways to Connect

Discover one of our 28 local entrepreneurial communities »

Be the first to know as we launch in new countries and markets around the globe.

Interested in bringing MIT Technology Review to your local market?

MIT Technology ReviewMIT Technology Review - logo


Unsupported browser: Your browser does not meet modern web standards. See how it scores »

{ action.text }

Privacy was a key concern, Sheridan says, because, while the band wanted to communicate with nearby fans, members didn’t want to give away their exact location, such as the hotel where they were staying. Sheridan says he came up with a toggle that added “location fuzziness,” which randomized users’ location within a mile radius.

Superglued–another app for the iPhone–filters status updates and pictures by proximity to help fans find information relevant to a particular event. Rush Doshi, cofounder of the company behind the app, says new features will let fans meet up at shows.

An application for iPhone and Android designed for the upcoming Lollapalooza music festival will include features that allow attendees to see their friends’ locations at the event. “One of the biggest things people are trying to do at these festivals is keep up with and connect with their friends,” says Michael Feferman, digital marketing director at C3 Presents, which produces the event.

Face2face is hoping to show that proximity data can be useful whenever a person is out and about, not just at a special event. This could also extend the reach of location-based advertising. However, providing such advertising is useful, Coté feels users won’t mind. “If it told me where to get a good happy hour special with some friends I hadn’t seen in awhile, I’d be glad to see another Progressive ad or hear what The Most Interesting Man in the World had done at the bar I’m at,” he says.

1 comment. Share your thoughts »

Credit: face2face

Tagged: Computing, social networks, social networking, advertising, mobile devices, location services

Reprints and Permissions | Send feedback to the editor

From the Archives


Introducing MIT Technology Review Insider.

Already a Magazine subscriber?

You're automatically an Insider. It's easy to activate or upgrade your account.

Activate Your Account

Become an Insider

It's the new way to subscribe. Get even more of the tech news, research, and discoveries you crave.

Sign Up

Learn More

Find out why MIT Technology Review Insider is for you and explore your options.

Show Me