Not many people know this, but Foursquare's robust location API is actually heavily used in other apps. In a blog post by new CEO Glueck today, he said that Foursquare counts some of the biggest companies in the world as its customers. Apple, for example, uses Foursquare data for business listings in Maps, while Twitter lets you append Foursquare-sourced location info to your tweets so you can read the Twitter musings of those nearby.
Notably, Glueck also says that two of its most recent B2B focuses now drive the majority of Foursquare's revenue. They are Pinpoint, its programmatic ad platform, and Enterprise Solutions, which are location analytics tools (also known as Place Insights) for developers. These two endeavors "grew revenues 170 percent and 160 percent respectively in 2015." Marketers can use the ad platform, for example, to find out if you go to the same sports bar every week and would then serve you an ad for a certain brand of alcohol. Stores can use location analytics to, say, measure foot traffic on Black Friday, or to predict business trends.
Of course, Foursquare isn't giving up on its consumer-facing apps just yet. It claims over 50 million monthly active users on both apps, after all. But it's beginning to look like Foursquare's focus will lean far more towards the enterprise side of things -- and potentially away from the consumer -- in the near future.