One of the advantages of the application is that the user can define which are the unwanted contacts and is warned when one is near.

The App built for IOS appeared to avoid these encounters, showing the location of inconvenient people, using Foursquare and Instagram data to set the location of your contacts. The distance for the notice is also defined by the user.

And now you start thinking, am I under some kind of GPS that keeps track of all of my locations? Well, if you’re not very assiduous in those two social networks, the App ultimately fails in its function, being unable to show where the unwanted contacts are.

But beyond all the media attention, the popularity of Cloak shows an undeniable truth that is becoming a trend: Anti-Social is the new Social!

Consumers don’t want everyone to know what they are doing. That is not being anti-social, that is being in control of what is being sent to the web. It’s like they say, “once on the web, forever on the web”. In the next few years more and more apps will appear to challenge Facebook, Twitter and other social giants by providing experiences that these social networks are not yet willing to give.