I agree with the comments made so far especially around funding and
motivations, and also localisation and targeting audiences. Not quite
sure how far I would go saying they've done anything special or unique
though (but I haven't tried it, only seen the screenshots).
Accepting that some things are givens - for example funding streams
and the 'look what *we've* done' factor - I think the real questions
are i) do these bespoke apps really give value for money; and ii) what
can platforms like Historypin be doing to play a part in this and in
the meantime develop relationships of mutual benefit.
So the sorts of things that spring to mind are localised, branded
subsites/apps (white label, if you like), and/or providing broader
tools and infrastructure such as a platform for storing images and
metadata (including crowdsourced metadata), curation/commenting tools,
backed up by a good API.
In terms of reality check, I'd point you to the line on the app page
which, three months on, says "We have not received enough ratings to
display an average for the current version of this application". In
fairness, I'd also point to the stats on Historypin that show under
1,000 profile views and average image views in the low tens. Even more
reason to combine resources and efforts rather than diluting I'd say.
Best, James
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James Morley
www.jamesmorley.net / @jamesinealing
www.whatsthatpicture.com / @PhotosOfThePast