Last year, SXSW was all about group messaging, with GroupMe leading the pack. This year, it was all about location-based social interactions, with Highlight the belle of the ball. Sure, some of the people in Austin seemed to understand exactly why they would want to use such apps, which are variously called Social-Local-Mobile (say it with me now — SoLoMo), ambient awareness or social serendipity. But what’s more interesting is how many people didn’t get the utility.
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