Currently, Foursquare allows users to check into one location at a time.
A local cafe. A new kitsch bar. A grubby metro station.
But what if Foursquare supported check ins to more than just locations? What if Foursquare supported check ins to major modes of transportation.
A flight. A cruise liner. An interstate train.
What I find interesting about this idea is that it opens up a new dimension to Foursquare. No longer are you bound to just one location at any one point in time. By checking into a major mode of transportation, you’re now interacting with an object that ties multiple locations together - your origin and your destination. I think this could have major business implications as it could enable Foursquare to widen its service offerings in the future to both the consumer and business markets.
Let’s look at checking into major modes of transportation as an example. Users are already doing this – they’re just treating it as another legitimate location. How many times have you seen some flight/cruise/train code, an AA33, a QF108 or an OA815 (only if you’re in LAX), already entered in Foursquare? Whilst confusing at times (surely checking into the airport tarmac isn’t legitimate) it does confirm one thing: people are already familiar with checking into modes of transportation. From a UX perspective, it’s somewhat reassuring to know that this behaviour is already part of a user’s mental model of Foursquare.
My own personal user journey for this use case would look like:
- I’m at JFK and I check into flight AA33.
- Foursquare confirms this is the JFK -> LAX bound flight.
- I am able to read up on LAX and am presented with useful data about my flight (e.g. whether it is on time or delayed, departure gate, etc.) and my destination location: LAX. In this case, I would expect to be presented with data such as the location of airline lounges, transfer gates, customs offices, rest rooms. I may even be presented with the different forms of local transport (train/bus/cab) and estimated rates (e.g. the cab fare from LAX to Downtown LA). And all this occurs in addition to the tips functionality that exists on the current Foursquare platform. Imagine how powerful and relevant this would be for travellers!
- LAX is ‘cached’ on a quick-access list, so when I land and get mobile coverage, it immediately pops up for a rapid fire check in.
In this simple example, it is clear that the user group that is benefitting is the consumer group. They’re benefitting from the useful and relevant data…and this occurs because we’ve shifted focus from a single location to an object (a mode of transportation) that ties multiple locations together simultaneously.
But what about the business group? I can feel people itching to know how this service could be monetised. I think this service is perfectly aligned with the travel guide industry – and if the recent Guardian article on Foursquare is anything to go by, it appears that Foursquare is perfectly lined up to enter this particular industry. But rather than competing against the travel guide giants, I’d recommend partnering with them (at least for the short term). Lonely Planet (@lonelyplanet) is infamous for it’s PDF guides of cities, and it’s pre-planned sight-seeing routes. Foursquare could be leveraged as a distribution network for Lonely Planet.
Just imagine this: Foursquare confirms that flight AA33 is bound for Los Angeles. You’ve never been to LA before, so Foursquare offers a $10 mobile guide to Los Angeles with all of the travel hot spots laid out on the map within the native Foursquare mobile app. Pretty neat huh? Foursquare could charge a retainer fee for being the distribution network and a percentage cut of every transaction made. Obviously, issues will have to be ironed out with pushing travel guides only when its relevant (i.e. only when users are travelling for holidays). This is just one minor example of a new revenue stream for Foursquare just by focusing not on a single location, but an object (a mode of transportation) that links multiple locations together simultaneously.
I’ve calculated that since the start of 2010, I’ve averaged at least one flight a week with business. I also know I’ve personally added my weekly flights as locations on Foursquare (for both points and mayorship purposes). Crowley (@dens), please don’t hate. I’ve seen other commuters check into my faux-locations too! But if randoms and I are checking into these faux locations…doesn’t this mean something?
So readers, I’d be keen on hearing your thoughts. Do you think this functionality would be useful? What other travel-related functionality would you like to see on Foursquare? Drop me a comment below with your opinions!
10 Comments
RT @jymmysim: Could this be a future #Foursquare feature? — http://bit.ly/4sqBake1 #4sq
Makes sense, and reminds me of what Mayer was saying at SXSW in regards to knowing someone’s going on holiday through a itinerary in Gmail, then providing them with the least congested route to the airport.
I guess the difference is, Google has a wealth of data and can provide a huge amount of useful information, *pre* check-in, but no one seems to want to use, or see Google in that way, so Foursquare would be smart to jump on board!
Despite Google’s rich trove of data, I don’t think they’ve nailed the on-boarding process for their Location Based Services (Google Latitude, Google Places). Whilst it’s somewhat simple to see how Latitude and Places are related, to the average user, they may be confused – do I use Latitude? do I use Places? Why are there two products? As you can see, Google’s just no where seamless and tight as Foursquare, which is just one simple product.
I’ve been using Latitude for some time now, and I’m still frustrated by the fact that I can’t add a new location from Latitude (like how you can do so easily in Foursquare). It’s minor UX issues like this that’ll place Google behind the LBS pack.
Well yes, they’re terrible at it, but they can potentially push the information to users without them even having to check-in on places and latitude and hotpot, etc.
I really like the idea of Foursquare predicting where you are going based on your flight number. They could use their existing Explore interface to give me recommendations for my destination, rather than just my current location.
There could be other revenue streams with this too…an integrated taxi booking tool, as they know your flight number they also know the exact time you are arriving.
Glad you liked the idea Chris.
Interesting proposition about the integrated taxi booking tool. How do you see this working? Would each taxi be mapped to an individual Foursquare user account?
@nickburton Would love to hear your thoughts on my Foursquare idea– http://bit.ly/4sqBake1
I recon they need to figure out how to get push notifications sent to your phone to remind you to check in. Some one who works with blue cable and wears a hat with a propeller would be able to figure this out.
A push notification when you arrive at a location that reminded you to check in and then access specials etc would be ideal.
Oh, better check in now seeing I ousted Jordan as the mayor here … gotta protect my patch.
interesting idea, i like it but it sounds complicated unless they partner with the airport.
I’ve always thought that foursquare should integrate with plancast. Social planning / calendars + social discovery. After you arrive at your destination, you are presented with what’s nearby. Conversley when you start planning, u can check out what’s new locations u might what to check out (pre-check in service).
I just don’t see Google places, latitude, hotpot taking off.
Partnering with airports is definitely one angle. The power of the crowdsource is another.
Mate, we think alike. Partnering with event based providers is Part II of my series. Been baking the idea for the past week. Should be out this coming week. Keep your eyes peeled!