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January 07, 2013

Start-Ups Slide into the Social, Local, Mobile Movement of 2013

By Amanda Ciccatelli, TMCnet Web Editor

SoLoMo represents the "Social, Local, Mobile" movement that has swept the Internet over the last few years. This intersection of social media, location-aware technology and mobile device usage offers opportunities to retailers, marketers and consumers alike. This trend has waited for the right technology to evolve and for mobile usage to reach critical mass.

According to market research firm Nielsen, more than half of the U.S. population (50.4 percent) owns a smart device. In addition, well over half the population (70 percent) use social media regularly. Additionally, all mobile devices incorporate an aspect of geo-location, so all signs indicate that SoLoMo expansion is taking off.

It's becoming apparent that having a smartphone attached to one's body is driving sales and creating engagement, between shoppers and retailers. So, with a new year, what does SoLoMo mean for start-ups? And, how can startups remain relevant, especially with the emerging technology of 2013?

Michael Szewczyk and Brian Martelli, co-founders of the recently launched location-based, photo-sharing app Kapture, recently sat down with TMCnet in an exclusive interview to discuss the significance of SoLoMo for start-ups.

“SoLoMo is really the first time that we're able to understand more about the local places that we visit, or may want to visit, which is important for brands and local establishments,” they explained. “Traditional search in the past has been limited to a desktop experience, where devices that we now use on a daily basis have capabilities that didn't exist just a few years ago, creating new, real-time experiences for users.”

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Today, research, development and continually understanding how new technologies can be integrated is critical. At the same time, there are things that companies or individuals want to do whether it's a feature or product - the technology doesn't exist yet. According to Szewczyk and Martelli, what will differentiate the winners from the losers is constantly refining based on emerging trends and advances in technology. 

These days, there are a lot of companies doing amazing things with technology, but SoLoMo is in the early stages of adoption and users want immediate access to information. Fortunately for Kapture, Szewczyk and Martelli believe they have recognized this trend early on and feel the company is well-positioned for the next phase of growth in 2013.

With a new year, according to Szewczyk and Martelli, start-ups are going to continue to solve the big problems with emerging technology and develop more resources around the technology space.

Looking into 2013, more large companies will begin to shape their cultures around those that have existed and exist in start-ups.

“Start-up culture is trendy and attractive to those entering the workplace. We think that the culture that is present in start-up companies will become more relevant and appealing to deeply established companies in an effort to attract employees,” they continued.

Kapture is contributing to developing a stronger start-up culture in 2013 as the company has always strived to create the best possible user experience as well as the best partner experience for its brands and employees.

Szewczyk and Martelli explained, “All start-ups will contribute to the SoLoMo culture in 2013 as everyone thinks differently about what that means, and that will cause added value to the eco-system and changing landscape.”

Want to learn more about the latest in communications and technology? Then be sure to attend ITEXPO Miami 2013, Jan 29- Feb. 1 in Miami, Florida.  Stay in touch with everything happening at ITEXPO (News - Alert). Follow us on Twitter.

Edited by Rachel Ramsey
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