Google testing out social networking app Shoelace in New York City

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Google has a spotty history when it comes to social media. Its Google+ platform failed to garner the momentum needed to survive, but that hasn’t stopped the firm from trying its hand at a new social networking app called Shoelace.

The app is currently invite-only, being tested in New York City, and is under development from Google’s in-house incubator team called Area 120.

The focus of Shoelace for now is to create and organise social events and activities. Suggestions for events are made based on the interests that users list when joining the network, with these activities referred to as “Loops” for some reason.

These Loops appear on an interactive map of the city, with Shoelace members then able to RSVP to specific events.

By the sounds of it, this new social networking app appears similar to some of the recent features that Google has been baking into its Maps app, with users capable of creating events and inviting people to join if it’s at a specific location.

As such it could prove a rival to Facebook, which too has a very similar feature for events.

Whether it can indeed rival such a social media giant, however, remains to be seen, with Google+ failing to do so. Still in the testing phase for iOS and Android, it should be interesting to see if Shoelace gathers momentum in New York.

For now, the firm has not noted any specific plans to expand the networking app to other cities in the States, but the Area 120 team has said that it wants to rollout to more areas soon.

Robin-Leigh Chetty

Robin-Leigh Chetty

When he's not reviewing the latest smartphones, Robin-Leigh is writing about everything tech-related from IoT and smart cities, to 5G and cloud computing. He's also a keen photographer and dabbles in console games.