One rising company that's hoping for a mention during the Steve Jobs Show is Pelago, a startup that recently garnered $15 million from funders, including Kleiner Perkins Caufield and Byers. Pelago will soon offer a version of its software, called Whrrl, for the iPhone. The software enables something Pelago's chief technology officer, Darren Erik Vengroff, calls social discovery: using the iPhone's map and self-location features, as well as information about the prior activities of the user's friends, Whrrl proposes new places to explore or activities to try...
...The idea of community-generated reviews is, of course, not new. The popular recommendation service Yelp, for example, is already integrated into Google Maps. And the concept of locating friends using a mobile phone has also been around for years; Loopt, a service that runs on Sprint and Boost Mobile phones, is one of the most common examples. Whrrl, which can also be downloaded onto BlackBerry Pearl, Curve, and Nokia N95 smart phones, is commonly compared to both types of service.
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