In the battle to be mayor at your coffee outpost, it's easy to overlook the stat that only 1% of smartphone owners use location-based apps more than once a week. To nudge more folks into joining the geo-craze, TripAdvisor and Groupon are adapting data from Facebook Places and Foursquare to make their recommendations more real-time and relevant, based on where you are and what your friends most recently liked. "People have all this location knowledge they're waiting to release and share," says Laurel Ruma, cochair of this Santa Clara conference. "The question now is, What's the predictive technology?"
TUE, APRIL 19