Brands' Digital Transformations Are Leading to More Collaboration and New Business Models

Foursquare and Dell mix up how they operate

Foursquare made its buzzy launch at the 2009 South by Southwest as a check-in app allowing users to share their current location with their friends. Even though the app faded in popularity over time, the New York-based firm still spends plenty of time focused on its consumer-facing apps. However, watching Foursquare’s move into the business-to-business world has been particularly fascinating. Indeed, Foursquare now bills itself as a “location intelligence” company, essentially offering marketers and developers heaps of data to gleam insights about where people are and what they’re doing.