New Facebook Places Features Poised To Expand "Checking In" To The Masses


Today Facebook announced three mobile enhancements for Facebook Places, including new functionality that developers of mobile applications may incorporate into their products and a powerful new (and free) platform for connecting mobile consumers with relevant ads for nearby businesses.  Facebook's new Deals feature is uniquely positioned to bring rapid changes to consumer behavior over the next year.  Second, Facebook's new Deal platform is free for marketers and SMBs; anyone who claims a location on the Facebook Places platform can easily and quickly launch an offer.  Finally, marketers are lining up to create offers on this new Facebook platform. American eagle Outfitters: Offering 20% off.
Macy's: Offering 20% off select merchandise.
Four different types of deals can be created:
Charity: Businesses can donate to a charity of their choice each time a user checks in.
Eventually businesses won't want to be just one of many ads that consumers see but will demand ways to differentiate and surface ads, which is how Facebook can eventually turn consumer check-ins and local ads into a new revenue stream.  Facebook Deals was just one of three announcements the company made today.  Given consumers' concern over privacy, Facebook will have to work to earn more trust and educate consumers before large numbers of people will feel comfortable using Facebook to log into other mobile applications.
One outstanding question is how Facebook's new Places features will affect the fledgling LBS category. I found it interesting to note that while foursquare was a visible Facebook partner at the announcement of Facebook Places two months ago, it was absent from today's Facebook event.

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