Facebook is targeting mobile users with its Places Deals programme. Here's how it works: Users download a Facebook Places app and then "check in" from various brand locations, such as a local Starbucks or Debenhams branch. To encourage people to come and check in, brand locations offer special deals: Debenhams is giving away free cosmetics, and Starbucks is giving away a free coffee.
Emily White, Facebook's director of local, tells the
Guardian:
"[Facebook] Places is the 'where' to 'what am I doing' and 'who am I with'. And it allows businesses to start joining the conversation."
Despite
privacy concerns, Facebook has been pushing ahead with mobile apps to counter the strength of Google and others. Currently, the Faceboook Places Deals programme is available to UK mobile users plus those in
Spain, France, Italy and Germany.
Expect location-based m-commerce to continue expanding into new areas and new targeting possibilities as brands seek to join the conversation with mobile users in their daily lives at work, at play, and on the go.
