Best Apple (AAPL) iPhone App So Far: Pelago's Whrrl

Henry Blodget | May 27, 2008 10:58 AM

iphone.jpgKingmaker VC firm Kleiner Perkins has been scouring the world for awesome Apple iPhone  (AAPL) apps, reviewing 1,700 business plans for its $100 million dedicated iPhone iFund so far. Its top pick to date? Pelago's Whrrl. BusinessWeek:

Pelago's software, called Whrrl, ties the mapping capabilities of the iPhone and other smartphones with the ability to find information about places where you, your friends, or anyone has been...There's going to be a "what's going on around me right now" button, says Kleiner Perkins partner Matt Murphy. "You're always one button away from that immediate context."

Our take? Sounds good (and way better than most location-based apps, which sound cool until you actually think about using them). The key will be generating a critical mass of "friend" (or at least trusted) reviews.

Meanwhile, Pelago will eventually need a business model. The current plan is to track users' every move and report this information to advertisers:

To make money, Pelago hopes to create a more effective marketing platform for advertisers. By mining data on users' wanderings, Pelago could let advertisers target people based not on what they say they want, but on what they actually do. "It's voting with your feet," says Holden. If a coffee shop finds out that you go to Starbucks every morning, it might offer you a week of free Joe. If a restaurant knows you've checked out its menu several times, it could offer you a free dinner. Over time, instead of paying a nominal amount whenever someone clicks on their ads, advertisers might agree to pay far more—but only if the person actually comes to their store.

Brace for consumer and user privacy screams.

Kleiner has invested in one other iPhone startup so far: "iControl, which makes a home automation application that would give iPhone users remote control over air conditioners, lighting, window shades, and so on." It's looking closely at another 10.

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35 Comments

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How does someone find out more about the iPhone fund and how to submit a software application?
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One googles "Kleiner Perkins iPhone" and follows the first and second links returned.
Peter Cranstone (URL) said:
Getting location data from a phone is easy - integrating it into a browser is also easy - doing it cross platform is also easy. We've had a solution for our channel partners that does all of this.

The critical issue is (and you talked about it) Privacy.

We designed our solution with Privacy in mind right from the beginning (we talked to real customers about this).

The irony for these consumer plays is that they don't want to solve the privacy issue because they need to know "where" you are (the context) so they can advertise to you.

So why not (as we did) architect a solution that allows the customer to selectively share his/her "where" information, on a case by case basis?

The key is to deliver "compelling value". I'll share my location data plus a whole lot more information about "ME" if in return you offer me something of value.

Privacy and Value are twin brothers/sisters. People are missing this point. It's about getting to know me and then delivering the appropriate value proposition based on what I like. In other words Mobile is personal.

The other thing that is missing here is the solution for the Enterprise where Privacy is Job 1 and who want to focus on delivering just the right "nuggets" of information to a mobile device.

Again this is something we've had working and shipping for quite sometime.

Cheers,


Peter Cranstone
CEO 5o9 Inc
Nazz said:

Wow. Both of these apps sound pretty lame. I can't believe that's the best they have found out of 1,700 applications.

I wouldn't buy either one of these.
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