ReadWriteWeb

Yesterday we looked at Check.in, the universal check-in Web application that provides a single interface for registering your location with several location-based social networking services like Foursquare and Brightkite. Today, we're learning of a native iPhone application that integrates Check.in's functionality: Geolorean.

Over the past couple of weeks, I've been using Check.in, the browser-based "check in" application that registers your current location with a variety of location-based social networking applications, including Foursquare, Gowalla, Brightkite, Whrrl and TriOut. The app was cooked up by the Brightkite team in an effort to simplify the process of using multiple services such as these, an ongoing frustration among LBS (location-based-services) early adopters.

So how did it fare? Not bad at all, if I do say so myself.

The first thing we think of these days when someone mentions "location-based services", or LBS, are the mobile social platforms we've gotten used to "checking in" to wherever we go - Gowalla, Foursquare, Brightkite, MyTown and the like. But looking forward in the LBS market actually requires us to look back to feature phones and a GPS-less existence.

According to Jason Finkelstein, the director of product and marketing at LBS solution-provider WaveMarket, we are looking at a "truly horizontal market" that can be "applied to dozens of different types of businesses". But first, there are a number of hurdles to jump over.

We write this for you, the tired, the weak and the weary, the dogged attendees of the South By South West festival in Austin this weekend. We know that you're exhausted, but it's not from the booze, the parties or the product pitches - it's the endless location based check-ins. If only someone had solved this in time, right?

From what we can tell, the folks over at Brightkite have the solution with Check.in, but have yet to release it to the achey-thumbed, smart-phoned masses.

Everyone has been talking about how this year's SXSW will be the "year of location" as Foursquare and Austin-based Gowalla go head-to-head in a location-based battle royale. Location, however, is not the only emerging technology that will be on display in Austin; American auto maker Chevrolet announced it will be debuting new augmented reality promotions at SXSW this year.

As many in the Twitterverse have dubbed this week, the battle of location based apps continues, as both Gowalla and Foursquare release yet another update to their iPhone apps today. And these are some big guns coming out to accompany the various real-life incentives, contests and whatever else these the two companies can do to take the focus at this year's SXSW.

Both apps are showcasing new design features the companies are calling "fresh" and other such things, and while they surely are, some of these other features are what really stand out.

Sooner or later, every popular web service with an API spawns a Google Maps mashup. FourWhere, which launches today, combines data from the increasingly popular location-based social network Foursquare with a Google Maps-based interface. Thanks to this, you can now easily find Foursquare venues around your current location or a location you plan to visit. The site was developed by social media analytics service Sysomos.

After recent announcements by Foursquare of partnerships with big time players like Zagat, the New York Times and Bravo, Gowalla is fighting back with its own major media partnership.

Gowalla and the Travel Channel announced today that the two companies will be working together to offer "the integration of proprietary Travel Channel content into Gowalla's social networking service." Along with another deal, Gowalla has started to connect the virtual with the real, a direction we think will be key in succeeding in the location-based app arena.

Our top story this week was location - location-based networks, services, advertising and even "feelings". Read on for our coverage and analysis. We also continued our exploration of the significant Internet trends of 2010, including Real-Time Web, Mobile Web and Internet of Things.

Note: We've refreshed the format for our longest running feature, the Weekly Wrapup. It now focuses more explicitly on the key trends that ReadWriteWeb is tracking in 2010, as well as giving you the highlights from the leading story of the week. Let us know your thoughts on the new format.

Forget building your own iPhone app, you can now build your own mobile social network! Two companies - Shoutem and Socialight - are offering platforms that allow anyone to design, develop and launch their very own social networks for mobile devices. Although neither service will likely lead to the next creation of the next Twitter or Foursquare, the tools they offer are perfect for design a niche site for a select group of users. Whether it's a closed network for you and your friends, a fan-based network for celebrating a favorite TV show, a one-time use network for a particular conference or event or even something designed for use within a particular company, these services have you covered.