At first it seemed like the Google Latitude was just another Foursquare copycat trying to cash in on the new “localization” trend. However, this may not be the case as Google Latitude — although the same in core technology — is targeting different developers with their API, and a different set of users and use case scenarios with its approach.

For one, Google is thinking well beyond your typical “check-ins”. Latitude is currently set up simply to show and save your coordinates at all times, really using your mobile device as a constant human tracking system. They do not advertise the finding of venues, friends or engaging with local businesses, all of which Foursquare and Gowalla pride themselves on. Although the former can be done with the Places API, Google Latitude is positioning itself as more of a utility and necessity than convenience or social networking opportunity. Some of the example apps that developers are creating on the Latitude API include:

• Linking your ATM/Credit card with Google Latitude. If someone tried to take out a large sum of money or purchase something with your card that was more than 500 feet from your phone, a fraud alert would be sent out and withdrawal/purchase would be terminated.
• Pictures/photo albums you took could be linked up and automatically tagged to the exact location they were taken by looking up where your phone was at the time.
• Websites like OpenTable or Fandango would automatically be updated and customized to your current location to deliver the most localized, personal user experience.
• For hourly employees, it could replace time cards and check ins.
• Thermostats and lights could automatically turn on or off depending on our arrival/departure from your home.
• Traffic alerts could be sent to you ahead of departure on routes you normally take.

Many of the above qualities will be very sticky with customers as they are practical and helpful solutions to every day problems. Although Foursquare and Gowalla are hugely popular (Foursquare recently announced that they have 1.7M users and adding 100,000 more a week — definitely in the expansion stage!), they are focused on social networking and communication. Sites like these are brilliant because individuals like to constantly track themselves and stay connected, ultimately allowing the sites to make money by selling the data they collect on your every move, likes, dislike, preferences, etc. to large marketing agencies who will serve very targeted, appealing ads based on your specific “criteria”.

Another issue Google Latitude wins on is privacy. On most location based devices like Foursquare, Loopt and MyTown, once you are linked to a user, they will get updates on where you are and what you are doing. Facebook Connect has also had huge issues with privacy. Originally, Facebook Connect built out an infrastructure that enabled third parties to gain access to your profile, which also gave them permission to view and download your social graph. Currently on Facebook Connect, each and every time you use an app you need to grant your permission to access all of your data, which is better, but has quickly become a hassle.

Google Latitude stores all of your location history in the cloud and lets third parties build out apps around your location history once you download the app. This way, all of your location information is stored and protected in one place, not to be downloaded and spammed across the web without your knowledge. This quality is becoming especially important in Europe and other places where privacy laws are much more strict — originating from the fact that important information is not to be shared across borders. Inherently, this also makes cloud computing very scary, but Google is a very trusted site and assures that their cloud is heavily protected.

In the long run, the Google Latitude API will be more sticky, stable and safe because it protects your location information in the cloud and is being marketed as a utility with your mobile device and as a delivery method, as opposed to a way to simply connect with friends. The apps will ultimately save time, money, and be more secure while still ultimately tracking your every move to help advertisers serve you the most relevant ads.

As an expansion stage venture capital firm, we have learned from our portfolio and prospects that there are many great ways to promote your website for free. One major business growth strategies that management teams (both at OpenView and at the portfolio companies) having been focusing on are using blogging and social networking sites to promote content and share information. I found a great article about the top 10 ways to promote your website and find it very useful.

1. Guest blogging
2. Comment on blogs in your niche
3. Participate in related forum boards
4. Ask others for link exchange
5. Social networking
6. Create your Twitter and Facebook
7. Use specialized directories
8. Edit your email signature
9. Create your product
10. Word of mouth strategy

Now go get started!

USamp is currently used for market research in major segments including automotive, entertainment, financial services, food and beverage, gamers, telecommunications and travel. Just announced today, they also have acquired DMS Insights, a former AOL company.

Congrats to OpenView and Usamp!

The 2006 World Cup was the most watched sporting event of the year, beating the Super Bowl and the Winter Olympics. It was viewed by an estimated 715.1 million people from every remote corner of the world. For most, this is great fun and there are hundreds, even thousands of people and pubs to choose from to watch and root for your team.

In the US, however, “football” still isn’t really that popular. And for us fanatics, it is hard to find a fun place to watch games with fellow fans. (However at OpenView Venture Partners, a Boston Venture Capital Firm, there are surprisingly a lot of fans, AKA people originating from outside the US). Now, the problem for us in the US to find a bar to watch your favorite teams play in the World Cup is solved!

Just in time for the World Cup, Bing has announced its new Bing Map App on Bing Maps where they tag the best bars to watch the World Cup with Foursquare via the official World Cup Fouresquare badge! (See New York City screen shot below)

I can honestly say, I have never really been that into Foursquare before. This is a great use for the technology and a great idea for companies like Bing, CNN, and other brands to get a promotional badge and “tag” themselves for easy searching. It is also a terrific lead generating and influence marketing system for local bars to recruit not only soccer fans, but also attract many new customers who may never have never heard of the venue before.

First, there was Alice.com, the go to site when it comes to any home essentials like toilet paper we don’t want to trudge to the store to buy. (If you’re unfamiliar with it, think of Amazon strictly for home goods). This site started in 2008 and has grown tremendously in popularity and gone through a few rounds of venture funding. And, it searches all coupons for you to compare sales and has free shipping.. perfect!

Last month P&G announced the opening of their online store, “eStore“, which provides basically any small item you need to replace every so often (think Gillette razors, Crest toothpaste, Tide, CoverGirls makeup, soap, body wash, medicine, dog food, air fresheners, batteries, etc). They claim that this store is just a living-learning lab. Yet its competitive positioning is right on the money, taking market share from alice.com despite a $5 flat shipping rate (still pretty darn cheap!).

Today the creators of Diapers.com — the largest sellers of diapers and baby products on the Internet (currently generating about $300 million in revenues) — announced the launching of their new eCommerce site, SOAP.com. The website will offer 25,000 products (60,000 by the end of the year), once again, all daily essentials from cleaning supplies to floss — all for the same prices you’ll find at at Target and Wal-Mart (25% less than your typical drug store).

And get this – for any orders over $50 (which, let’s admit, is pretty easy to do when stocking up on these products, FREE OVERNIGHT SHIPPING.

It is clear that these companies would like to add features like social media, comparison, and online customer review to everyday products. But which will win? What is the differentiator? It is unclear whether audience-targeting venture capital funding, like that of Alice.com, will be the deciding factor. Diapers.com did well creating a competitive advantage because it solely targeted parents of young children, becoming a destination site for stocking up when running low. Alice.com did the same and became a first-to-market website. Meanwhile, I’m not sure what eStore has to offer (limited to P&G products and bound by shipping costs). However, SOAP.com, with its overnight shipping, might just take the lead.

Breakdown of alice.com, soap.com andP&G’s eStore

alice.com

• offers the most products
• first to market and has received great press and media coverage
• free shipping
• “today’s deals” coupons
• best product descriptions and reviews
• best e-commerce platform, social networking piece and UI so far

Soap.com

• will offer free, overnight shipping
• will offer 60,000 products by the end of the year
• hasn’t launched yet, but getting good press because of diapers.com

eStore

• Still in testing mode
• offers a great variety of products, however limited to P&G
• $5 shipping

The competition is on!