Location Know-how Startup SocialRadar Buys Gridskipper, Rolls Out SDK
SocialRadar, the situation-based mostly social app created by former Blackboard co-founder and CEO Michael Chasen and backed by $12.eight million, is saying the acquisition of Baltimore-based mostly Gridskipper, a focused cellular promoting firm based final August. Phrases of the deal weren’t revealed, however the two corporations had already been working intently collectively over the previous yr to develop higher know-how for the SocialRadar app that improved location accuracy whereas decreasing the drain on smartphone batteries.
Coming in on the tail finish of the social/native app hype cycle, SocialRadar is competing in a market the place a number of corporations are nonetheless making an attempt to leverage location as a device for social networking, whether or not that’s courting apps like Tinder or different good friend finders like Foursquare’s Swarm, for instance. The SocialRadar app itself enables you to see who’s close by and the way you’re related (School pal? Former colleague?, and so on.)
With the Gridskipper know-how, SocialRadar is now capable of increase in a path past its shopper-dealing with cellular presence. The tech’s capability to enhance location accuracy, scale back battery drain and generate detailed insights on app customers is in the present day turning into obtainable to the developer viewers as an SDK. Chasen notes that this type of performance is in excessive-demand – at Apple’s WWDC 2014 occasion, Apple famous that over 680,000 apps – virtually have of them on iPhone – use location knowledge, he says.
Within the new SocialRadar SDK, builders have entry to a location supervisor that gives correct venue and occasion knowledge, and that goes past lat/lengthy knowledge with extra precision. App customers may also be segmented into numerous classes based mostly on the place they’re visiting. (E.g. individuals shopping for automobiles, frequent flyers, sports activities followers, and others). In the meantime, a knowledge monetization module lets app publishers generate new advert income based mostly on its consumer base, how they’re spending their time and what they’re doing.
The SDK additionally reduces battery drain to 2.5% per hour down from the 6%-14% present in competing location-based mostly apps.
“We’re excited that with this acquisition SocialRadar is now capable of convey their superior location know-how extra broadly to the market,” stated Dayna Grayson, a SocialRadar investor and associate at NEA, in a press release. “More and more, we see via our investments at NEA that cellular app builders want extra refined, particular location knowledge on their customers. We expect SocialRadar’s new SDK will allow purposes in any respect levels of progress to know their customers higher.”
Cellular consumer segmentation is a aggressive market as properly, with numerous providers that permit builders to dive into an app’s consumer demographics (age, gender, revenue, and so on.), pursuits, context, time/time of day, and different app-particular occasions. But when SocialRadar’s guarantees of higher location accuracy and decreased battery drain maintain true, it might discover footing within the location-based mostly app area of interest inside that broader market.
Builders desirous about testing out the brand new SDK can request entry right here.