★ Snapchat Adds Context Cards for Ride Sharing, Restaurant Booking, Other Services (Oct 10, 2017)
Snapchat has added one of its biggest new features in recent memory with the addition of Context Cards, which will be reached through a swipe up on a Snap tied to a specific location. The Context Cards will offer various additional details about the place, and also provide links to ride sharing and restaurant booking services as well as information like address, reviews, and so on. This is yet another move by Snapchat beyond its original limitations, along with the addition a while back of outbound linking from Snaps. What both of those features offer is a way to add additional detail and context to a Snap beyond the limited photo/video formats Snapchat has supported natively. It’s also an interesting alternative to voice assistants, bots, and other ways to add context to what’s currently happening on screen without the user having to type text into a search box. The feature certainly lends itself well to monetization opportunities in future too, whether advertising or revenue sharing with the initial or additional partners. However, as with other Snapchat features, it doesn’t feel particularly tough for others to emulate if successful.
Also worth noting, briefly, is the fact that Evan Spiegel, who has rarely done press interviews, did not one but two as part of the launch of this feature, as a sort of follow-on to his recent comments that he realizes he needs to do more public communication now that Snap is a public company.
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