It’s not everyday that you get to reveal a new company to the world for the first time. This is one of those cases. PlaceBook is run by former execs from Netflix, among other places, and is about to jump into the location-based service space occupied by Foursquare, SimpleGeo, Gowalla, Brightkite, Whrrl, Loopt, and a few others. You can learn more about the executive team on LinkedIn.
What is their philosophy? That privacy matters when it comes to location data.
What are they doing? They will give you a variety of location-based services, arranged into metaphorical bookshelf. Applications like personal fitness, trip planning, scrapbooking, among other things. All apps will have a heavy location component. Will this be even cooler than Foursquare? It sure looks potentially that this company will get location at a level few others do. But I’ll let him introduce the company to you in his own words.
UPDATE: Just for comparison sake, here’s the iPhone 3GS’ screen with the New York Times on it so you can see the difference. It’s not even close! On the 3GS you can’t read any of the text without zooming in, while on the iPhone 4 you can clearly read the text.