RUMMBLE LOOKS TO PUT SOCIAL IN LOCATION SEARCH AND DISCOVERY

In deference to the fact that Rummble, out in Beta, tells us upfront that "we know it's not perfect," it only seems fair to cut them some slack, to acknowledge what they have told us, that it is a work in progress. "We've listened to your cries and we're soon launching a new Rummble explorer which is easier to use in every way." Fair enough then, we'll look at it from that perspective.

Rummble says of itself that it "is a location based social search and discovery tool, enabling users to find recommended content for a location more easily, without a traditional keyword search. Instead, Rummble’s algorithm provides personalised results based upon a trust profile it builds for you and the content in your social network." In November, Rummble launched its iPhone application. Mobility is essential for any location-related search service.

We have a couple primary thoughts about the application. The first has to do with the service concept itself. The Rummble strategy seems dependent on developing a database of "Rummbles," locations that your friends may be interested in. The strategy seems to be develop this service without much in the way content partnerships, though Rummble does use Google maps and does offer connectivity to Facebook and Twitter. Regardless, Rummble's utility seems too dependent upon having subscribers who want a lot of location information and subscribers who are willing to post a lot of location information. It seems to us that it is essential that Rummble find partnerships to increase the breadth of its offering and of its utility.

Though we recognize Rummble is in Beta with a promised revision soon, our second thought has to do with execution to date. The iPhone application is simply too complicated. Most of us have come to accept and expect hierarchies as a matter of course, an ordering of information from higher to lower, greater generalization to finer detail, whether in science or organizations or elsewhere, yet Rummble's organization seems just a bit too unclear, too un-hierarchical. In addition, while we tried to utilize the Facebook functionality, we had a number of problems, not the least of which was the fact that we kept getting kicked out.

We look forward to Rummble's response to our cries and the launch of its new version. -Stuart Whitaker