A new contextualized, location-based social network is hoping to undermine more established services like Facebook and Slack in the enterprise by allowing businesses to better interact with mobile customers and end users.

SpotCues, which launched yesterday, is a social network that uses geo-fencing or Wi-Fi to create location-based social networks.

The idea is straightforward enough: SpotCues hopes to enable better interaction between businesses and customers, and between a company’s employees, using mobile devices in specific locations. Using SpotCues, businesses can interact with mobile users around them and offer a variety of apps specific to that location.

SpotCues’ main target audience for now is groups of users within enterprises, providing them with a social network platform they can use to collaborate.

“SpotCues helps businesses create organized communities so that people in a shared environment can easily and securely connect and interact with each other – and businesses can serve up content that drives greater participation and engagement,” said Praveen Kanyadi, CEO and co-founder of SpotCues, in a statement.

When asked why businesses might want to create organized communities, Kanyadi explained that companies often struggle to find a platform to run engagement initiatives, especially if they aim to target local communities or their own workforce.

“Slack is great, but the focus on collaboration fragments to specific themes or departments,” Kanyadi said. “We are bringing a secure solution not focused on collaboration that creates a social basis. The overarching goal is to create a solution that is inclusive of every employee.”

Of course, this isn’t the first location-based networking app around, but Kanyadi said SpotCues takes a different approach to what’s been done before. With SpotCues, the user experience is customized on the fly based on what the person is currently doing and where they are. As such, someone who’s sat in a boardroom meeting should have a completely different experience to someone who’s clocked off early to go and sit in the pub after work. SpotCues’ social network can be thought of as a series of inter-connected “Spots”, or individual locations that are managed by their owners, which in most cases would be the businesses themselves.

By setting things up this way, SpotCues gives enterprise IT admins the ability to the ability to restrict access to certain data and apps to within the four walls of the business. Spots will only provide content and micro-apps to users located in that particular Spot, which removes a lot of the security headaches for enterprises. However, the app is also flexible enough that different companies can use it in different ways.

So what kind of things might an enterprise be able to do with SpotCues? Kanyadi said the idea is to create “a culture of integration” within enterprises that will lead to a healthier business. For example, enterprises can use SpotCues to draw attention to initiatives like a fund-raising campaign.

“There are two parts to the app: user-generated content, and sharing stuff,” Kanyadi said. “The micro-apps are specific to an enterprise that wants to run specific initiatives.”

SpotCues’ micro-apps cover things like events, announcements, recognition, contribution, marketplace and timeline. So, a company might decide to deploy these apps at a specific location, with the app later surfacing a list of the top 10 employees who have walked the farthest in the last week. Businesses can then use that information to push internal wellness campaigns, for example.

“You can also see things like how many people are going to attend the corporate picnic. Once you have deployed a social network you can run targeted employee engagement on top of it,” Kanyadi explained.

SpotCues is available on a freemium model. Businesses can launch a Spot in a single office using the free version, and pay for the premium version if they wish to create multiple, interconnected spots at other locations.

Pricing is based upon features required. For example, remote access costs one dollar per user per month, Kanyadi said. SpotCues also charges fees averaging $20,000 to $30,000 to build custom micro-apps.