Author: Julie Campbell

The startup that began its life with the search engine giant is leaving its parent company.

The internal startup at Google, Niantic Labs, which is best known for having developed the augmented reality game app called Ingress, is going to step out on its own to become a company unto itself.

The announcement was made by Niantic Labs, this week, having first been mentioned on its Google+ page.

The announcement explained that Niantic Labs intends to head off on its own so that it will bring its “unique blend of exploration and fun to even bigger audiences.” That said, just because it won’t be a part of Google, anymore, it doesn’t mean that the two companies won’t be continuing their relationship. In fact, the creator of the Ingress augmented reality game app has already named Google as one of its prime backers and collaborators, “along with some amazing new partners.”

Aside from Ingress, Niantic Labs has also developed another mobile augmented reality game app.

Back in 2012, Niantic had initially launched a mobile app that it called Field Trip. That application was created for Android device users. It functioned by assisting them in being able to discover nearby places of interest. Not long after, it put out its first version of the Ingress AR technology based game. In that app, players choose to be a part of one of two different factions, through which they are supposed to explore locations in the real world and help to claim them for their side.

According to the announcement from earlier this week, that game has already been downloaded over 12 million times by users of Android and iOS based mobile devices. Moreover, it has managed to bring over 250,000 people to attend various types of events that have been held worldwide.

Earlier in 2015, the developer also put out another augmented reality game app called Endgame: Ancient Truth. That app continued on for a number of months and linked in with the broader science-fiction based Endgame universe, including the books that were written by James Frey and Nils Johnson-Shelton. The future plans of Niantic Labs, free of Google, are not yet publicly known.

10 locations of the massive retail chain will now offer this location based product pickup service.

Curbside, a company that uses geolocation technology to redesign the traditional local shopping experience, has now announced that it is rolling out its service in 10 Target locations in New York and New Jersey.

The service makes it possible for an order to be placed so that it can be ready for pickup when the customer arrives.

According to a recent press release from Target, “We know today’s consumers are looking for faster and more convenient ways to shop. That’s why Target is constantly exploring new ways to improve the shopping experience and save our guests time and money.” By using this service, customers can use their mobile devices to shop for one or several products that they want from Target. They can then drive to the store to pick it up. Geolocation technology alerts the store of the arrival of the customer so that the completed order can be brought to them.

The process involves geolocation technology in the customer’s mobile device and in beacons at the store.

This allows a customer to pull up in front of the store and pick up what they ordered on the mobile app, without ever having to go inside and find what they want. It allows them to skip the checkout line, and they don’t even need to try to find a parking spot.

Using the Curbside app and service is free, and Target does not increase the prices of its products when they are purchased through this location based technology.

According to the co-founder of Curbside, Jaron Waldman, who is also its CEO, “Curbside’s mission is to make the shopping experience at local stores faster and easier than ever before.” Waldman added that “We anticipate that local shoppers in New York and New Jersey will find Curbside to be an invaluable service that fundamentally changes the way they shop.”

As about 90 percent of Target shopping is done in-store (according to a recent study by Census), both Curbside and the retailer are hoping that they will be able to use this geolocation based pickup service to continually enhance the shopping experience.