Street Fight Daily: SnipSnap, Geoloqi, Yell Becomes ‘Hibu’

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A roundup of today’s big stories in hyperlocal content, commerce, and technology.

Geoloqi’s Location Tracking Now Available to Appcelerator Devs (GigaOm)
Geoloqi, a platform for real-time location services, launched in February promising to give developers a simple way to add background location tracking and geo-fencing to their apps in a simple and battery efficient way. Now, the Portland, Ore.-based company is teaming up with developer tool provider Appcelerator, who will make a Geoloqi module available for its Titanium 2.0 platform.

For AOL, a Costly Gamble On Local News Draws Trouble (Wall Street Journal), a network of small-town news sites owned by AOL, has emerged at the center of a tug of war over the Internet company’s future. The high cost of running the local-news sites has fueled a campaign by dissident investor Starboard Value LP against AOL Chief Executive Tim Armstrong’s strategy of investing heavily in online content.

Sense Networks Makes Location-based Advertising Relevant (GigaOm)
The startup believes it’s got a way to make location-based ads effective by looking not only at place, but matching it to the unique behavioral profile of users. The company has been building a huge database of points of interest around every location It also builds a behavioral profile on people based on hundreds of attributes, so it can match a person’s interests to location-based ads.

Yell to Change Its Name to Hibu (Financial Times)
Online directory Yell is changing its name to Hibu. Mike Pocock, chief executive, was coy about how much the rebranding is costing, but he is confident Hibu, even though it means nothing, is a better reflection of the group’s future overseas and online than Yell, with its association with Yellow Pages.

Forget Those Scraps Of Paper, SnipSnap Lets You Save And Share Coupons From Your iPhone (TechCrunch)
SnipSnap lets you snap pictures of all your coupons and save them on your iPhone so they’re handy when you’re put in the field. Taking the picture is just the beginning though — from there, the images are uploaded to SnipSnap servers where all the pertinent information (barcode, expiration date, cashier code) are pulled from the image and and saved alongside it so your cashier won’t have to try and scan or read something off a photograph.

Do Directories Outperform Mobile Search For New Business? (ScreenWerk)
Greg Sterling: Online and mobile directories appear to be better at generating new business than mobile search. In a recent study, more calls coming from mobile search ads were existing customers than new business, whereas the opposite was true for directory sites (i.e., yellow pages and similar).

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