SpotCrime is taking its crime map services mobile with a new augmented reality iPhone application meant to extend the brand.

The online source for national crime maps and information aims to improve safety for families nationwide by mobilizing its content. SpotCrime also hopes the application will help draw attention to criminal activity hot spots to help direct policy and resources in the prevention of crime.

?Our strategy is just to extend our brand,? said Colin Drane, founder and president of SpotCrime, Baltimore, MD. ?At SpotCrime we think that putting crime [data] in the hands of the public in multiple forms improves democracy and our brand.

?We want as many people to interact with the data we push out just as they would on any another channel,? he said.

SpotCrime is an independent data and news company mapping crime worldwide.

Crime time
The company claims its crime mapping data now reaches more than 80 percent of the population nationwide through partnerships it has created with media companies.

SpotCrime?s iPhone features augmented reality views of criminal activity.

Augmented reality lets users see a live view of a real-world environment with elements merged with computer-generated imagery.

In this case, the computer-generated images flag locations where crimes have been committed.
Crime alerts can be viewed within a range of 2-25 miles depending on a consumer?s device settings.

SpotCrime?s application provides consumers with detailed descriptions of the crimes listed and the ability to share crime incidents with others via email.

Consumers can use the map view to identify nearby crimes.

SpotCrime pulls crime data from multiple sources such as state and local police departments and validated news sources.

The company also provides regular email alerts detailing reported crimes within a 2-mile radius of a designated location such as a consumer?s home or workplace.

SpotCrime?s application costs $2.99 to download.

A free, ad-supported version of the application is in the works.

Augmenting reality
Mr. Drane said the demographic is most likely going to be homeowners and women 30 years and up.

The application is being marketed through the SpotCrime Web site. There may be additional advertising through media partners.

Mr. Drane said augmented reality presented an interesting way to use SpotCrime?s data.

?Augmented reality is hot button, available to us now,? Mr. Drane said. ?I think immersing yourself with our data is another interesting way to see it.

?Somebody can glean something different from the data with this additional perspective,? he said. ?Mobile is just natural, especially as more and more things are going to the third screen. It?s a natural way to get information to somebody without using a computer screen.?