Creating real world groups on the fly is the primary function of Kibits, which is a relatively new entrant in the SoLoMo space. The app allows users to create both public and private groups for specific geographic locations based on contacts stored within their phones. Once groups are created, users can easily share any of the tools and media that are accessible from their smartphones. But unlike other SoLoMo apps, Kibits emphasizes group dynamics over letups and networking, which means that it's fundamentally geared toward providing users with a utility that solves a real world problem -- how to quickly and easily get recently formed groups onto the same digital page. The groups can be as small as a few friends using Kibits to link up for an afternoon adventure, or as large as the fan base for a particular band at a music festival.
Right now, Kibits hasn't shed much light on its business model, so it's hard to say whether the app will make its way into a marketing brief anytime soon. But if it does, Kibits is most likely going to be an organizational tool. That said, it's not hard to see marketers devising programs based on the Kibits platform that retail managers can use to connect with users on the fly.