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When your feed and Stories trays go stale, or your follower count stops rising, you drift away from Instagram . That’s why the app is rolling out two big new features designed to connect you to new people and diversify your graph so there’s always something surprising to look at and like.
Today Instagram launches its QR Snapcode-style Nametags globally on iOS and Android, after TechCrunch broke the news on the feature back in March and April. Though not technically QR codes, they’re scanned like them to let you follow people you meet offline. Here’s a look at how they work:
Now you can quickly add friends on Instagram by scanning their nametags. You can also customize your own nametag with emojis, colors and selfies. pic.twitter.com/fq4HFNiDMy
— Instagram (@instagram) October 4, 2018
The customizable codes are accessible from the three-line hamburger menu on your profile. They can be scanned when other users tap and hold on your code through the Instagram Stories camera or Scan Nametag button on your own Nametag to instantly follow you. You can add colors, emojis or AR-embellished selfies to your Instagram Nametag, show it off on your phone to help people follow you in person, put it on your website or social media or message it to friends through SMS, WhatsApp, Messenger and more.
It’s actually surprising it took this long for Instagram to copy Snapchat’s Snapcodes that debuted for profiles in 2015 and were later expanded to open websites and unlock AR filters. Facebook Messenger launched its own QR codes in April 2017, though it never quite caught on. But they make a ton of sense on Instagram because it’s tougher to share links on the app, people often treat it as their primary presence on the web that they want to promote and because businesses are increasingly relying on the app for commerce. It’s easy to imagine brands putting their Instagram Nametags on billboards and posters, or buying ads to promote them around the web.
Facebook Messenger and Snapchat’s QR codes
Secondly, Instagram is starting to test school communities in a variety of universities across the U.S. They allow you to join your university’s network to add a line to your profile listing your school, class year and your major, sports team or fraternity/sorority. You’ll show up in a directory listing everyone from your school that you can use to follow or message people, though those DMs may go to their pending inbox.
The school communities feature harkens back to Facebook’s origins, when users could actually set their privacy to show all their content to everyone in their school. Here you won’t be able to instantly expose your private Instagram to everyone from your school. You could imagine a freshman in college going through their network to discover new potential friends to follow, or an alumni seeking others from their alma mater in search of business or romance.
Instagram relies on info users have publicly shared about their school and the people they followed to verify if they were in fact a student or recent alumni of a university. Rather than actively signing up, users will get a notification prompting them to join the network. That’s a lot less reliable than using university email addresses for verification like Facebook used to, but also a lot simpler for users.
The company does provide a tool for alerting it to misuse of the school communities feature in case any sketchy older users are employing it as a stalking tool. Next to each user’s name is an overflow menu of three dots where people can report accounts they don’t think belong in a certain community.
The invite method is reminiscent of the growth hacks that teen Q&A app TBH that Facebook acquired was using. In what an internal memo called a “psychological trick,” TBH scraped Instagram user profiles for school names, looking at school location pages to find student accounts to invite them to join TBH. The teen sensation was eventually shut down due to low usage; the memo called the tactic too “scrappy” for a big public company, but now it’s found a home inside of Instagram.
Today’s launch is the first under Instagram’s new leader Adam Mosseri following the resignation of the company’s founders. Critics are watching to see if Mosseri, the former Facebook VP of News Feed and member of Mark Zuckerberg’s inner circle, will push harder to drive growth and monetization for Instagram. Given Instagram’s priority here is expanding its social graphs and keeping users engaged, it seems willing to trade occasionally allowing or disallowing the wrong people to reduce friction and juice growth.
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Quantum computing represents tremendous promise to completely alter technology as we’ve known it, allowing operations that weren’t previously possible with traditional computing. The downside of these powerful machines is that they could be strong enough to break conventional cryptography schemes. Today, BlackBerry announced a new quantum-resistant code signing service to help battle that possibility.
The service is meant to anticipate a problem that doesn’t exist yet. Perhaps that’s why BlackBerry hedged its bets in the announcement saying, “The new solution will allow software to be digitally signed using a scheme that will be hard to break with a quantum computer.” Until we have fully functioning quantum computers capable of breaking current encryption, we probably won’t know for sure if this works.
But give BlackBerry credit for getting ahead of the curve and trying to solve a problem that has concerned technologists as quantum computers begin to evolve. The solution, which will be available next month, is actually the product of a partnership between BlackBerry and Isara Corporation, a company whose mission is to build quantum-safe security solutions. BlackBerry is using Isara’s cryptographic libraries to help sign and protect code as security evolves.
“By adding the quantum-resistant code signing server to our cybersecurity tools, we will be able to address a major security concern for industries that rely on assets that will be in use for a long time. If your product, whether it’s a car or critical piece of infrastructure, needs to be functional 10-15 years from now, you need to be concerned about quantum computing attacks,” Charles Eagan, BlackBerry’s chief technology officer, said in a statement.
While experts argue how long it could take to build a fully functioning quantum computer, most agree that it will take between 50 and 100 qubit computers to begin realizing that vision. IBM released a 20 qubit computer last year and introduced a 50 qubit prototype. A qubit represents a single unit of quantum information.
At TechCrunch Disrupt last month, Dario Gil, IBM’s vice president of artificial intelligence and quantum computing, and Chad Rigetti, a former IBM researcher who is founder and CEO at Rigetti Computing, predicted we could be just three years away from the point where a quantum computer surpasses traditional computing.
IBM Quantum Computer. Photo: IBM
Whether it happens that quickly or not remains to be seen, but experts have been expressing security concerns around quantum computing as they grow more powerful, and BlackBerry is addressing that concern by coming up with a solution today, arguing that if you are creating critical infrastructure you need to future-proof your security.
BlackBerry, once known for highly secure phones, and one of the earliest popular business smartphones, has pivoted to be more of a security company in recent years. This announcement, made at the BlackBerry Security Summit, is part of the company’s focus on keeping enterprises secure.
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Atlassian’s Jira has become a standard for managing large software projects in many companies. Many of those same companies also use GitHub as their source code repository and, unsurprisingly, there has long been an official way to integrate the two. That old way, however, was often slow, limited in its capabilities and unable to cope with the large code bases that many enterprises now manage on GitHub .
Almost as if to prove that GitHub remains committed to an open ecosystem, even after the Microsoft acquisition, the company today announced a new and improved integration between the two products.
“Working with Atlassian on the Jira integration was really important for us,” GitHub’s director of ecosystem engineering Kyle Daigle told me ahead of the announcement. “Because we want to make sure that our developer customers are getting the best experience of our open platform that they can have, regardless of what tools they use.”
So a couple of months ago, the team decided to build its own Jira integration from the ground up, and it’s committed to maintaining and improving it over time. As Daigle noted, the improvements here include better performance and a better user experience.
The new integration now also makes it easier to view all the pull requests, commits and branches from GitHub that are associated with a Jira issue, search for issues based on information from GitHub and see the status of the development work right in Jira, too. And because changes in GitHub trigger an update to Jira, too, that data should remain up to date at all times.
The old Jira integration over the so-called Jira DVCS connector will be deprecated and GitHub will start prompting existing users to do the upgrade over the next few weeks. The new integration is now a GitHub app, so that also comes with all of the security features the platform has to offer.
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We’ve finalized the Vancouver micro meetup tonight. We’ll be holding it at Hootsuite HQ on 5, East 8th Ave. at 7pm on October 4. Extra special thanks to the folks at Hootsuite for helping out.
You must RSVP here so we know how many are attending. I’ve already picked 10 companies to pitch, so if you haven’t been notified please come and support your friends.
As there will be no booze at the event we’ll have an extra-special drinkathon at 9pm at a bar of your choosing. I’m open to suggestions.
N.B. – Yes, I know that’s not Vancouver. Just wanted to see if you were paying attention.
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Startup Battlefield is returning to Africa this December. TechCrunch will be hitting Lagos, Nigeria, bringing with it our Battlefield competition and a day’s worth of panel discussions, focused on topics facing the city’s startup scene.
Iyin “E” Aboyeji
We’ve already announced a pair of speakers for the event and and are excited to add a couple more to the list, bringing with them expertise on topics like VC funding and blockchain technology.
Iyin “E” Aboyeji is the Founder and CEO of Flutterwave, a payment solution designed to transfer funds between Africa and abroad. The Lagos-based startup serves as a payment gateway for a number of high profile companies including Uber, TransferWise, booking.com and tuition platform, Flywire.
In July of this year, Flutterwave rasied a $10 million Series A led by Greycroft Partners and Green Visor Capital.
Other investors include Y Combinator, Omidyar Network, Social Capital, CRE Venture Capital and HOF Capital. Aboyeji will join us to discuss the potential of blockchain tech in Africa’s burgeoning startup scenes.
Kola Aina
Kola Aina is the CEO and founder of Ventures Platform, a Lagos-based VC firm focused on Africa. VP is among the largest accelerator/seed stage funders in the space with an eye toward solving local issues. In addition to serving as a Partner at the fund, Aina is also a mentor at World Bank Group and Google’s Launchpad Accelerator.
We’ve got plenty more speakers to announce in the coming weeks. You can grab your tickets to the event here.
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Nintendo is nearing its 130th birthday, and the company is once again in the midst of major changes as it embraces mobile platforms and online services. But Nintendo of America’s president Reggie Fils-Aime says that should come as no surprise: “We reinvent ourselves every five or 10 years. We have to. It’s in our DNA.”
In an interview at the GeekWire Summit in Seattle, Fils-Aime talked, in his immaculately Nintendo-promotional manner, about the company’s ups and downs over the last decade and what it took to get the Switch out the door.
“We focus on giving consumers experiences that they haven’t even thought of,” he explained. Anyone who has followed Nintendo for a few years certainly wouldn’t disagree — remember the vitality sensor? “By going down this path you create doubters. And we’ll be the first to admit that there will always be stumbles along the way.”
“The Wii had sold a hundred million units globally; the Wii U did not have that same level of success,” he admitted. That’s something of an understatement; the Wii U is widely considered something of a boondoggle, interesting but confusing and hugely outgunned by the competition when it came to what was valued by the rapidly growing mainstream gaming world.
“But in the words of one of our presidents — this is [Hiroshi] Yamauchi — when you’re doing well, don’t be excited by that high-flying performance, and when you’re doing poorly, don’t be sad. Always have an even keel,” he said. Not exactly catchy, but it is good business advice. The focus should be on the horizon.
And that’s where it was, despite the painfully low sales numbers and lack of third-party support. As he tells it, they just plowed ahead with new lessons under their belt.
“If we had not had the Wii U, we would not have the Switch,” he said seriously. “What we heard from customers was that the proposition of a tablet on which they could experience gameplay, coupled with the ability to play games on the TV, is really compelling. Users were telling us, ‘I want to play with this tablet, but when I get 30 feet away from the TV, it disconnects.’ The one point gamers all hate is the point where they have to put the controller down. So it was an important step for us to be able to deliver on this proposition.”
“When I first saw the embodiment of that system,” he recalled, “the hairs on the back of my neck raised up.” It was the same feeling, he said, that he had with the Wii Remote and the DS — both featuring technologies that people were highly skeptical of at first but proved versatile and compelling.
Touchscreens weren’t common when the DS came out, and motion controls weren’t common when the Wii came out, he noted. Both have since become mainstream — not entirely due to Nintendo’s success with them, of course, but it would be disingenuous to say that had nothing to do with it.
But while the company can rightly be said to be taking risks in some ways, in other ways it is uniquely stuck in the past. Its most successful franchises are well past a quarter of a century old.
As Fils-Aime sees it, however, this is exactly how it should be. Mario and Link are characters the way Mickey Mouse or even someone like Robin Hood are characters. New franchises like Splatoon can be established and cared for, but the traditional ones (though no one mentioned Metroid, predictably and unfortunately) should be recycled and brought to new platforms and generations.
Nowadays that includes mobile games, where Nintendo has been taking tentative steps in recent years.
“We see our mobile initiatives as a way to bring our intellectual properties and our gameplay experiences to a larger population than the tens or hundred million consumers that own a dedicated gaming system,” he said. “With Super Mario Run, we literally have hundreds of millions of consumers experiencing Mario, consumers in places where we don’t even distribute our gaming systems. Then maybe they buy that Super Mario t-shirt, they may eat that Super Mario cereal, they may buy a Nintendo Switch.” (Presumably imported.)
Here Fils-Aime’s comments rang a bit hollow, however. Nintendo’s mobile strategy has leaned hard on the “gacha” style game that massively incentivizes in-app purchases of virtual currencies and grinding levels to unlock new characters randomly in loot box style. This seems so far from Nintendo’s core mission of entertainment and so close to the current industry method of cash extraction that it’s hard to believe it’s what the company really wanted to create.
It does, as Fils-Aime said was the goal, allow them to be “effective” on platforms and marketplaces they don’t themselves own, and it does drive their “overall business agenda.” But it seems as though the company is still trying to figure out how to truly bring its games to mobile. Perhaps the upcoming Mario Kart game will be a better option, but it could very easily go the other way, as well.
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Helping friends meet up offline has been a massive missed opportunity for Facebook . Whether because the brand is too creepy or the politely opt-in 2015 rollout of its location sharing feature wasn’t creepy enough, Facebook Nearby Friends never quite took off. Only 103 of my 1,120 friends in San Francisco have it turned on.
It’s not the only one struggling with “The quest to cure loneliness.” Foursquare Swarm, Glympse, Apple’s Find My Friends and Google Maps’ real-time coordinate-sharing option have all failed to become a ubiquitous standard.
The redesigned map homescreen of Facebook Nearby Friends
But last year, Snapchat launched a different take on the idea based on its biggest acquisition ever, French app Zenly. With Snap Map, it wasn’t just about the utility of seeing a list of friends’ locations like on Facebook, but also splayed them out across maps that you could dive into to see their latest geo-tagged Stories. It was as much about fun and content as it was about actually hanging out with people in person.
Now Facebook is testing a significant redesign of Nearby Friends that looks a lot more like Snap Map. It replaces the list view of the neighborhoods and cities friends are in with a map that groups friends together by city. A “view list” button opens up the former homescreen, though in both views you still can only see a friend’s approximate location in a neighborhood or city, not their exact coordinates. Facebook confirms to TechCrunch that “We’re testing a new design for Nearby Friends, a tool people have used for the past four years to meet with their friends in person. People have complete control over whether to use Nearby Friends or not. They can turn it on in the Nearby Friends bookmark.”
That statement both subtly promotes Facebook’s opt-in privacy setting for Nearby Friends while urging people to actually go back and activate it. The screenshot was generated from the code of Facebook’s Android app by mobile researcher and frequent TechCrunch tipster Jane Manchun Wong. Interestingly, after TechCrunch’s inquiry, Wong tells me Facebook appears to have deactivated server-side the ability to access the map feature.
The reason this matters is that Facebook is desperate for engagement, especially amongst younger users who are slipping away from it to Snapchat and Instagram. If revamped with this map and other improvements, Nearby Friends could become a more popular utility that keeps people opening Facebook. Getting more people to share their real-time location could open new opportunities for local ad targeting. And Facebook could benefit from showing it unlocks meaningful offline connections given its recent brand troubles following election interference and calls that it’s the opposite of “time well spent.”
The existing design of Facebook Nearby Friends
Snap Map was smart, but it’s sadly buried behind an awkward pinch gesture from Snapchat’s homescreen, or inside the search bar where some users wouldn’t expect it. Internal Snapchat usage data scored by Taylor Lorenz for The Daily Beast revealed that Snap Map had sunk from a high of 35 million daily unique viewers after its June 2017 launch to just 19 million by that September — merely 11 percent of Snapchat’s users at the time. Users never seemed to cease on it as a method of browsing Snapchat’s geo-tagged content.
Unfortunately, none of these location apps have figured out that meeting up isn’t all about location. It’s about availability. It doesn’t matter if I see my best friend is at a coffee shop right away if they’re not actually available to hang out. They could be on date, having a business meeting or trying to get some work done. If I drop in just because I see they’re close by, it could be awkward. You’d have to first message them, but you can come off seeming desperate if they can’t or don’t want to meet up with you.
Location apps need an availability indicator similar to the green “online” dot used by many chat apps. You could toggle that on if you wanted to show you’re interested in some spontaneous friend time.
Facebook’s actually spent the last year trying to build this into Messenger in the form of “Your Emoji” status. It lets you pick an emoji like a martini, fork and knife or barbell that’s temporarily overlaid on your profile pic thumbnail to let people know you’re down for drinking, getting dinner or working out. The feature is yet to be widely tested, indicating that Facebook hasn’t quite cracked the nut of encouraging online meetups.
Ideally, Facebook would combine Nearby Friends and Your Emoji to help users share both approximately where they are and whether they want to hang out. The next step would be making it easy to watch a friend’s geo-tagged Facebook Story from wherever they are. And then, Facebook could further copy Snap Map by making public Stories and other location-based content accessible from the map so you could browse it for fun instead of the News Feed or Stories tray.
Still, making Nearby Friends work could require Facebook to rethink the privacy element. The friend graph has bloated to include family, co-workers, bosses and distant acquaintances with whom users might not want to share their real-time location. Finding a better way to let you share where you are with just your closest friends could make more people comfortable with the feature.
Facebook needs to rethink its entire product stack to embrace the high-definition cameras, big phone screens and fast network connections that make it easier to convey information through imagery than text. Visual communication is the future, and that goes far beyond Stories.
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Google today is launching a major visual redesign of its Assistant experience on phones. While the original vision of the Assistant focused mostly on voice, half of all interactions with the Assistant actually include touch. So with this redesign, Google acknowledges that and brings more and larger visuals to the Assistant experience.
If you’ve used one of the recent crop of Assistant-enabled smart displays, then some of what’s new here may look familiar. You now get controls and sliders to manage your smart home devices, for example. Those include sliders to dim your lights and buttons to turn them on or off. There also are controls for managing the volume of your speakers. Update: Google tells me that update will roll out over the course of the next few weeks, with the iOS release depending on Apple’s app store review process.Even in cases where the Assistant already offered visual feedback — say when you ask for the weather — the team has now also redesigned those results and brought them more in line with what users are already seeing on smart displays from the likes of Lenovo and LG. On the phone, though, that experience still feels a bit more pared down than on those larger displays.
With this redesign, which is going live on both Android and in the iOS app today, Google is also bringing a little bit more of the much-missed Google Now experience back to the phone. While you could already bring up a list of upcoming appointments, commute info, recent orders and other information about your day from the Assistant, that feature was hidden behind a rather odd icon that many users surely ignored. Now, after you’ve long-pressed the home button on your Android phone, you can swipe up to get that same experience. I’m not sure that’s more discoverable than previously, but Google is saving you a tap.
In addition to the visual redesign of the Assistant, Google also today announced a number of new features for developers. Unsurprisingly, one part of this announcement focuses on allowing developers to build their own visual Assistant experiences. Google calls these “rich responses” and provides developers with a set of pre-made visual components that they can easily use to extend their Assistant actions. And because nothing is complete with GIFs, they can now use GIFs in their Assistant apps, too.
But in addition to these new options for creating more visual experiences, Google is also making it a bit easier for developers to take their users money.
While they could already sell physical goods through their Assistant actions, starting today, they’ll also be able to sell digital goods. Those can be one-time purchases for a new level in a game or recurring subscriptions. Headspace, which has long offered a very basic Assistant experience, now lets you sign up for subscriptions right from the Assistant on your phone, for example.
Selling digital goods directly in the Assistant is one thing, but that sale has to sync across different applications, too, so Google today is also launching a new sign-in service for the Assistant that allows developers to log in and link their accounts.
“In the past, account linking could be a frustrating experience for your users; having to manually type a username and password — or worse, create a new account — breaks the natural conversational flow,” the company explains. “With Google Sign-In, users can now create a new account with just a tap or confirmation through their voice. Most users can even link to their existing accounts with your service using their verified email address.”
Starbucks has already integrated this feature into its Assistant experience to give users access to their rewards account. Adding the new Sign-In for the Assistant has almost doubled its conversion rate.
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In what looks like a European first, the London-based early-stage venture capital firm Balderton Capital is announcing it has closed a new $145 million “secondary” fund dedicated to buying equity stakes from early shareholders in European-founded “high growth, scale-up” technology companies.
Dubbed “Balderton Liquidity I,” the new fund will invest in European growth-stage companies through the mechanism of purchasing shares from existing, early shareholders who want to liquidate some or all of their shares “pre-exit.”
“Balderton will take minority stakes, between regular fund-raising rounds, making it possible for early shareholders — including angels, seed funds, current and former founders and employees — to realise early returns, reinvest capital in the ecosystem, or reward founders and early employees,” explains the firm.
The move essentially formalises the secondary share dealing that already happens — typically as part of a Series C or other later rounds — which often sees founders take some money off the table so they can improve their own financial situation and won’t be tempted to sell their company too soon, but also gives early investors a way out so they can begin the cycle all over again. Otherwise it can literally take five to 10 years before a liquidity event happens, either via IPO or through a private acquisition, if it happens at all.
“The bigger picture is there are lots of shareholders who either want or need or have to take liquidity at some point,” Balderton partner Daniel Waterhouse tells me on a call. “Founders are one part of that… but I think the majority of this fund is more targeted at other shareholders — business angels, seed funds, maybe employees who left, founders who left — who want to reinvest their money, want to solve a personal financial issue, want to de-risk their personal balance sheets, etc. So we’re not obsessed with founders in this fund, we’re obsessed with many different types of early shareholders, which for many different reasons would like to get liquidity before the grand exit event.”
Waterhouse says that one of the big drivers for doing this now is that Balderton’s analysis suggests there is “a critical mass of interesting companies” that are in the growth stage: “businesses that have got a scalable commercial engine” and a proven commercial model. This critical mass has happened only over the last two years, which is why — unlike in Silicon Valley — we haven’t yet seen a fund of this kind launch in Europe.
“We think there’s now about 500 companies in Europe that have raised over $20 million. That doesn’t mean they are all great companies but it’s an interesting, crude data point in terms of the scale they’ve got to. As a consequence, within that 500 we expect there to be quite a lot of interesting companies for this fund to help and we obviously have a pretty good lens on the market. Through our early-stage investing, and working with companies from the early-stage through to exit, and then obviously staying in touch with companies we don’t necessarily invest in, we have a pretty good sense of that from a bottom up perspective on how many opportunities are out there.”
He explained that there are three aspects behind the secondary funding strategy. First is that by investing via secondary funding, more companies will gain access to the “Balderton platform,” which includes an extensive executive and CEO network and support with recruitment and marketing. Secondly, it is good for the ecosystem as it will not only help relieve financial pressure from founders so they can “shoot for the next growth point” but will also let business angels cash out and recycle their money by investing in new startups. Thirdly, and perhaps most importantly, Balderton thinks it represents a good investment opportunity for the firm and its LPs as secondary liquidity is “underserved as a market.”
(Separately, one London VC I spoke to said a dedicated secondary fund in Europe made sense except in one scenario: that European valuations see a price correction sometime in the future promoted by the current trajectory of available funding slowing down, which he believes will eventually happen. “Funds are 10 years so they just have to get out in time,” is how said VC framed it.)
To that end, Waterhouse says Balderton is looking to do around 15-20 investments out of the fund, but in some instances may start slowly and then buy more shares in the same company at an even later stage. It will be managed by Waterhouse with support from investment principal Laura Connell, who recently joined the VC firm.
Struggling to see many downsides to the new fund — which by virtue of being later-stage is less risky and will likely command a discount on secondary shares it does purchase — I ask if perhaps Balderton is being a little opportunistic in bringing a reasonably large amount of institutional capital to the secondary market.
“No, I don’t think so,” he replies. “What we’ve seen in our portfolio is [that] the point in time when someone is looking for liquidity isn’t set on the calendar alongside when companies do fund raising. In particular as a company gets more mature, the gap between fund raises can stretch out because the businesses are more close to profitability. And so it’s not deterministic. We want to just be there to help people who are actually looking to sell out of cycle in those points of time and at the moment have very little options. If someone wants to wait, they’ll wait.”
Finally, I was curious to know how it might feel the first time Balderton buys a substantial amount of secondary shares in a company that it previously turned its nose down at during the Series A stage. After pointing out that companies usually look very different at Series A compared to later on in their existence — and that Balderton can’t and doesn’t invest in every promising company — Waterhouse replies diplomatically: “Maybe we kick ourselves a bit, but we’re quite happy with the performance of our early funds and obviously we’ll be happy to add other new companies that are doing really well into the family.”
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Foursquare has today announced the partial close of a $33 million Series F financing, with $25 million already closed out and another $8 million inbound, according to the blog post.
The round was co-led by Simon Ventures and Naver Corp, with participation from Union Square Ventures, an existing investor.
Over the past four years, Foursquare has pivoted from a consumer-facing social application to an enterprise platform, giving brands, retailers and ad platforms a way to get accurate, location-based data about their customers and their conversion rates.
Foursquare CEO Jeff Glueck told TechCrunch that more than 90 percent of Foursquare’s revenue comes from the enterprise side of the business. Two of the company’s most popular products are Attribution and the Pilgrim SDK.
With Attribution, Foursquare allows retailers and publishers to effectively track the impact their media has on conversion at offline locations. Using a panel of 25 million, non-incentivized users, these brands and retailers can track their own impact, as well as make more informed campaign decisions using insights around foot traffic and visit history of certain demographics.
The Pilgrim SDK, on the other hand, allows brands and partners to deliver highly relevant notifications and other experiences to their own users by leveraging Foursquare’s troves of location data.
Foursquare customers include Tinder, AccuWeather, Spotify, Hilton and iHeartMedia, and that doesn’t include the long list of brands — Uber, Apple, Microsoft, Samsung and Twitter — whose platforms are powered by Foursquare location.
According to Glueck, one of Foursquare’s greatest advantages is that they can offer the same high-level capabilities as their competitors, such as Facebook and Google, while focusing solely on the value they’re delivering to partners.
“The success of Google or Facebook or Amazon makes them great companies but unreliable partners,” said Glueck. “The truth about these walled gardens is that they can change their terms and conditions on a whim. They’re not partner-oriented. They’re seeking domination. It’s important for an independent developer community to be able to partner with a company that has the same capabilities.”
Foursquare currently includes more than 100 million places in more than 150 countries on their platform, which powers apps that collectively serve more than 1 billion consumers.
This latest round, which increased the company’s valuation, brings Foursquare’s total funding to $240 million.
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