In a move that is likely to concern Foursquare, Google has quietly rolled out a new leaderboard feature for its Google Latitude product. If you didn’t already know, Google Latitude provides a similar service to Foursquare. In that it’s a location-aware mobile service that enables a mobile phone user to allow certain people to view their current location.
Using Google Latitude service via their own Google Account, a user cell phone location is mapped on Google Maps via its GPS locations. Users can control the accuracy and details of what each of the other users can see. Either providing an exact location, or a limited view, identifying the city only to friends and followers.
How Google Latitude Leaderboards Work
With the latest update from Google, check-ins to Google Latitude now earn you points which are tallied, and then used to rank Google+ users on a global leaderboard, in the same way Foursquare functions. This gamification of location sharing adds a competitive element to the service, encouraging users to check in more frequently and engage with the platform. The points system is designed to reward users for their activity, making the experience more interactive and fun.
The new feature is being rolled out by Google so don’t worry if you can’t see it just yet, and only seems to appear after you check-in somewhere at the moment. Expect more updates very soon from Google. This gradual rollout is typical of Google’s approach to new features, allowing them to test and refine the functionality before a full-scale release.
Implications for Privacy and User Engagement
The introduction of leaderboards raises interesting questions about privacy and user engagement. On one hand, the competitive aspect can make the service more engaging, encouraging users to check in more frequently and share their locations with friends. On the other hand, it also raises concerns about how much information users are willing to share and who has access to that information. Google Latitude allows users to control the accuracy and details of what each of the other users can see, either providing an exact location or a limited view, identifying the city only to friends and followers. This flexibility is crucial for maintaining user trust and ensuring that privacy concerns are adequately addressed.
Moreover, the leaderboard feature could potentially attract a new demographic of users who are interested in the gamification aspect of location sharing. This could lead to increased user engagement and a broader user base for Google Latitude. However, it also puts pressure on Google to continuously innovate and add new features to keep users engaged and ahead of competitors like Foursquare.
In conclusion, Google’s introduction of leaderboards to Google Latitude is a strategic move to enhance user engagement and compete with similar services like Foursquare. By adding a competitive element to location sharing, Google aims to make the experience more interactive and fun for users. However, the success of this feature will depend on how well Google can balance user engagement with privacy concerns. As the feature continues to roll out, it will be interesting to see how users respond and how it impacts the overall usage of Google Latitude.
Source: Engadget
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