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Geoloqi Makes it Easier to Make Apps Smarter Startup offers a turnkey platform to add new geolocation functionality to apps and mobile devices.

By Jennifer Wang

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During her keynote speech at the 2012 South by Southwest Interactive festival in Austin, Texas, Geoloqi CEO Amber Case proclaimed that the next generation of location-based apps and analytics would transform the mobile phone into a "remote control for reality," with people as the metaphorical buttons. The problem with the current state of things, she lamented, is that you "miss a lot of life looking at the screen all the time."

With Geoloqi, you can make apps to fix that--apps that work in the background, alerting you only if something needs to be done. The Portland, Ore.-based company provides a turnkey platform that makes it easy to add next-generation geolocation functionality to apps and mobile devices. The company demonstrates its capabilities to potential clients and partners with its own app, which has features like "Don't Eat There" (it pings you if you're near a restaurant that has gotten too many bad reviews). Case and co-founder Aaron Parecki programmed a set of location-based features that automatically turn lights on or off when they enter or leave their houses.