Where

Originally incorporated as uLocate Communications in 2004, the Boston-based company rebranded as Where, Inc. and emerged as a significant player in location-based media. The firm operated at the intersection of local and mobile commerce, developing two primary services that catered to the burgeoning smartphone market.

The company's flagship consumer product was the WHERE mobile application, a local discovery tool that provided users with personalized, location-relevant information. Supporting this was WHERE Ads, which grew into a major location-based mobile advertising network in North America. This dual approach allowed the company to build a substantial ecosystem, providing hyper-local advertising, offers, and deals to mobile consumers. The platform was utilized by over 120,000 retailers and brands aiming to drive real-time foot traffic to their physical locations.

In April 2011, recognizing the strategic value of its technology and market position, eBay Inc. announced its acquisition of Where, Inc. The terms of the deal were not disclosed, but the acquisition was positioned to enhance eBay and its PayPal division's capabilities in local and mobile commerce. The integration aimed to connect retailers with consumers more effectively, leveraging Where's patented geo-fencing technology to deliver timely and relevant offers, thereby blurring the lines between online and offline shopping.

Keywords: Where Inc, uLocate Communications, location media, mobile commerce, local discovery, WHERE app, WHERE Ads, location-based advertising, mobile advertising network, geo-fencing, hyperlocal advertising, PayPal, eBay acquisition, mobile deals, mobile offers, retail advertising, consumer mobile application, ad network, Walt Doyle, Alan Phillips, Mok Oh