Location media company, Where publicized the release of a new feature for its local services— a new mobile search discovery tool with curated content from local experts and more.  This innovation is designed for personalized recommendations for local exploration.

Where operates on the idea of laying all great options of places to drink, eat, play and shop, and  empowering the person to choose from the assortment. The suggestions are made by highly acclaimed local experts whose job is to analyze, scrutinize and evaluate products and experience in restaurants, clubs, shopping malls and other establishments.

In a press conference, VP of Consumer Experience Nataly Kogan explained how Where worls for everyone. “WHERE is like that awesome friend who knows what you like to do and always suggests a great new place to check out. Sometimes you’re in the mood for a particular type of food and are looking for nearby options. Other times, you’re feeling bored with the usual routine and want to try something new, but don’t know how to search for it.  Our goal for this newest version of WHERE is to help consumers find great places to go whether they’re looking for something specific or just want to venture out and try something new.”

Kogan also compared the new discovery service to a friend. “We’re really excited about the additional features we’ll be rolling out in the next several months to further enhance our users’ local discovery experience. Seeing where your friends want to go or what their favorite places are is a great way to get recommendations so we’ll be making it easy to experience WHERE with friends. Targeted exclusive deals – say, at a place that’s on a user’s “want to go” list – are coming soon, as well as the ability for our users to become local experts by publishing guides to their favorite spots around town.”

Where’s acquisition of LocalGinger was just part of the company’s expansion towards the enhancement of hyper-local features, making a shift to location-based flash sales. This was seen as a bold move to augment their mobile marketing strategy and advertising activities.

It seems like companies are targeting the mobile industry and the “personalized & local” sector to boost their businesses, as consumers become more intimate with their needs and fulfilling it with “within the distance” solutions.  Today, Where is available on iPhones, Androids and where.com. Before the year ends, it will be made accessible for Blackberry users and other platforms.