Google acquires mobile social startup Plannr

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Google continues its furious acquisition pace, this time scooping up Plannr, a Seattle-based startup touting social scheduling solutions for platforms including Apple's (NASDAQ:AAPL) iPhone. Financial details of the deal were not disclosed. The Plannr mobile application enables consumers to orchestrate social activities via SMS or push notifications mailed to a group of address book contacts--built-in Yelp and Google Maps integration enables users to better identify a location to meet with friends.

The Plannr acquisition is the latest in a recent flurry of social-themed purchases that advance Google's larger social media aspirations. Over the last few months, Google has snapped up Angströ (a startup dedicated to building applications that integrate with social media networks like Facebook and Twitter) as well as mobile gaming startup SocialDeck and social media solutions providers Jambool, Slide and Aardvark. In addition, Google invested in social gaming juggernaut Zynga.

Earlier this month, Google CEO Eric Schmidt confirmed rampant rumors the digital services giant is moving into the social networking segment, gradually introducing 'layers' of social networking features across its expansive product portfolio. "We're trying to take Google's core products and add a social component," Schmidt said in mid-September during an appearance at the Zeitgeist conference in Scottsdale, Ariz. "If you think about it, it's obvious. With your permission, knowing more about who your friends are, we can provide more tailored recommendations. Search quality can get better."Schmidt declined multiple reports Google plans to roll out its so-called Google Me project, a social networking platform intended to directly rival market leader Facebook.  

Citing sources familiar with the matter, The Wall Street Journal reports the Google Me effort is still in the works, however, adding Google products including YouTube will integrate social sharing tools. Schmidt is also hoping to incorporate Facebook data into Google's initiatives: "The best thing that would happen is for Facebook to open up its data. Failing that, there are other ways to get that information." He declined to offer specifics.

For more on the Google/Plannr deal:
- read this TechCrunch article

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