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This was most definitely the year of the ‘check-in’. Due to the advent of smartphone adoption and several services in the location space: Foursquare, Facebook Places and Gowalla, millions have been ‘checking in’ everywhere – from their local coffee shop to their bedrooms. However, there is still very little benefits available outside of the US to checking in – such as a discount in a book shop or coffee shop once a person has checked in their a number of times. This has left many people with ‘check-in’ fatigue. All the players need to address the benefits on offer to those faithfully still checking-in during 2011 for this to become a meaningful and compelling exercise.
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