After Google updated its mapping experience for iOS and Android, the company announced it will retire its older location service, Google Latitude. Although bad for consumers using the service, it gives businesses one more reason to strengthen their presence on Google+.
The location-based mobile app was developed by Google in 2009, and enabled individuals to check-in at desired locations. Unlike Facebook and Foursquare, Latitude offered users more control over the accuracy and details of their current whereabouts. As of August 9th, your customers will no longer be able to share their location using Latitude.
At that time, Google will remove the mobile app, website, API, and badges as it looks to strengthen location-sharing and check-in features on Google+. At this time, check-in capability is only supported on the Google+ Android app. The company noted that the ability to share location on Google+ on iOS is coming soon.
The challenge for Google will be getting its user base to adopt location-sharing on its social platform. With more established services like Foursquare, Facebook, and Yelp, businesses itching for check-ins might be better of encouraging customers to use one of those apps. That said, beefing up your presence on Google+ might not be such a bad thing.
According to a recent study, Facebook claims the highest percentage of social revenue overall (38.76 percent), but a referral from Google+ is worth an average of $10.78 — compared to Facebook’s $2.35. That’s not saying if you build it, they will come, but it certainly increases your chances of reaching potential customers already active on Google+.