Ketchuppp – Another social app that’s not just another social app. Huh?
A good example of SoLoMo, the social app Ketchuppp launched in August of this year by a Dutch entrepreneur. Personally, I hadn’t really heard about this app yet until somewhere last week. What is about you ask? Those were my thoughts exactly.
The supposed value this app offers is the ability to reconnect with friends in real time, friends that drifted to the fringe of your life. Friends that had become just a number in your phone, or a friend of Facebook. The idea is that the app is synced with your contact list, and runs on the background at all times. Then, when a person form your contact list (who also has the app on his/her phone, of course) is nearby, you will get an automatic notification – a chance to catch-up. The proximity at which you’ll get a notification can be selected in the app. After this notification, you still of course both have to agree to meet up. Next to this, you have the opportunity to be ‘invisible’ for a limited amount of time, and to block people from your ketchuppp list (e.g. frienemies with whom you do NOT want to catch up).
The revenue model behind it is that when you agree to meet up, the app suggests a couple of nearby places to go to. Local businesses can make special offers through the app. Next to the special offers, Ketchuppp plans to eventually charge people for the app.
Personally, I like the idea behind the app – pulling yourself from all screens and social media around you and actually engaging with friends. However, I do not really see the need to have an app for it; I would just call up a mate, or send him a text, whichever would be best at that moment. I do not see this app becoming a success. A couple of months into its launch I had never heard about it, and we all know that for platforms as these, the user base is most important. But hey, maybe I’m wrong, and I’ll spontaneously meet a friend through Ketchuppp in the future.
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Information Strategy 
Nice post! This is also my first time to hear about this app. It every interesting to see that Ketchupp is using the differentiation strategy to capture a market share that is not covered by Facebook or Twitter. However, I think it would even be more interesting to observe how Facebook and Twitter are going to respond on this App, if this becomes popular in the future. Yet, Facebook and Twitter still have the competitive advantage over the Newcomers, due to their large user base. Furthermore, they are also able to envelop this feature into their platform, in order to keep their existing customer to switch over.