Sci-tech

Google’s Shoelace is another attempt at social networking

Google’s Shoelace is another attempt at social networking

Unfortunately, Shoelace is now only available in one place, New York City, though Google says its goal is to bring Shoelace to more places in the future.

"Shoelace is a mobile app that helps connect people with shared interests through in person activities", the FAQ on the app's website reads.

In addition to this, you can create your own events on Shoelace and invite people you wish to give you company for further socializing.

It looks like Area 120 and Google are taking things pretty slow to take the pulse of users first and to manage expectations. If you try to think about it, Shoelace can be a mixture of WhatsApp group chat and Facebook Events.

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Android Police notes that Shoelace bears a striking similarity to Schemer, another experimental event organizing app from Google that launched in 2011. There has been a lot of arguments around Shoelace and one of them is that Shoelace isn't really a "Google" product - it's a project built by Google's as part of the Area 120 incubator, where employees can experiment full-time with new ideas without leaving the company.

The connection between local advertising, Google Maps and Shoelace, a hyperlocal social network, seems too sweet to pass up.

Currently, the app has launched an invite approach testing phase in New York City and selected areas. It can be accessed only by invitations and the people living in New York City for the time being. Later, this app was also shut down by Google in 2014 due to lack of users. According to the company, "While our goal is to bring Shoelace to cities nationwide, we've chose to focus our efforts on New York City at first".

Available on Android and iOS-no web version, yet-shoelace is now invite-only. This is pure speculation, but if Google can gain traction for this new platform it seems that one day advertisers could have the opportunity to target in real-time based on triggers such as situations, places, weather and more.


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