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Fake's Findery finds its way down under

  • 28 November 2013
  • Written by 
  • Published in Mobility

Findery, a location-based app from one of the co-founders of Flickr, has hit Australian shores ahead of the rest of the world.

The app is both a Web platform and iPhone app designed to attribute user-contributed messages to certain locations around the world.

Founded by prolific US entrepreneur Caterina Fake of Flickr and Hunch fame, Findery creates a ‘living tapestry’ of specific places through geo-tagged stories, , and if Fake has her way it'll be competing with Facebook and Twitter as a must-have app for users the world over.

Unlike other location services that are more concerned with recommendations for restaurants, bars or shopping, Findery’s notes include personal stories, memories, histories, and previews into what’s coming and other little known facts. Members can connect with other users and favourite or comment on posts, sharing their own experiences with a specific location.

These notes can also include audio-visual content such as photos, videos and audio clips. iTWire spoke to CEO Caterina Fake to get her thoughts on the launch of her new app, as well as some advice for budding technology entrepreneurs.


Fake was excited to tell us that Findery has already found success in Australia, noting, “It already has a ton of new Australian users and members which is fantastic. There’s been a bunch of notes left all around Australia already.” “We’ve been really excited to see people all over Australia," she said.

"We kind of thought it might be more centered in Sydney and Melbourne but we’ve actually found that people have been leaving notes all over the place. It’s been really widespread which we’re really excited to see."

Fake and co are using Australia as a pioneer market before launching in a global capacity. “It’s the beginning of a global rollout. We plan on putting it out in Q1 next year globally. Australia’s been kind of pioneering the app,” the entrepreneur told iTWire.

“We know that Australians are huge travellers, and we don’t just want to seed the product in a location where people are staying in the one place. We’ve already had some notes from Australian travellers that are using it overseas.”

For more, continue on to page two.

Fake was very keen to illustrate an emphasis on relevance and user interaction, stating that, “we have a thing called the daily challenge where people will post to a specific subject we post, such as a memory of a first job, a first kiss…and things like that."

As for migration onto wearable tech as well as implementation on a wide variety of devices, Fake was keen on exploring options but hesitant to lock into any one particular platform.

“We don’t have a native app built for Google Glass or anything like that. But we’re completely ecumenical about what kind of platform people use. We’re not into dictating what kind of hardware people should use. We’re really about user generated content and participatory media…and how people get that content on specific platforms doesn’t really matter to us.”

Her explanation of Findery is perhaps more eloquent than any of the jargon that typically surrounds the release of a new app, something that might bode well for its future.

“It’s about experiencing the world around you, and people who are on technology really commonly are not engaged with the world around them…they’re kind of trying to actually not be present. So we’re trying to bring people back to a really rich experience of the world and where they are. It actually kind of brings you back from your technology.”


As for young entrepreneurs that might be eager to follow in her footsteps, Fake gave this advice, “generally I say start building and start creating right away. Technology has gotten really easy, it’s actually very easy to learn how to build software and it’s very easy to build technology companies. So technology startups, really it’s just a matter of getting started… you don’t need to be in Silicon Valley to make things happen.”

“Each of your failures is another obstacle you’ve discarded on your way to being successful…it’s just a matter of having that attitude and basically rehearsing failure…You have to really get used to continually throwing stuff away you’ve been spending a lot of time on.”

Findery is available now on the Web or through the iTunes store, and is currently hiring Android developers.


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