One startup that is expecting to transform the social networking space is Pelago. Pelago will soon offer a version of its software, called Whrrl, for the iPhone. The software enables something Pelago's chief technology officer, Darren Erik Vengroff, calls Social Discovery. It involves using the iPhone's map and self-location features, as well as delivers information about the prior activities of the user's friends. Whrrl also proposes new places to explore or activities to try.
This upstart recently garnered $15 million from funders, including Kleiner Perkins Caufield and Byers.