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FrontBack was a great feature but what were the investors thinking?

So recently FrontBack shuttered. For those of you who don’t know its an app that took front and back photos from your phone to show the scene and your reactions to the scene.

Cute. Cool feature… but a product worth a 3.9M investment? I’d love to hear what Michael Arrington thinks since he invested in the round.

The number one retort of investors and journalists (MA being both) is: It looks like a feature and features have no future. Well why the hell did you invest in FrontBack then?

Perhaps FrontBack pitched itself as a “social network”? That’s the biggest joke though. People might want to log on to Pinterest or Instagram to see beautiful pictures – but looking at streams of half pictures of scenes and half pictures of the SAME ugly mug of the taker gets old FAST.

Anyone putting any thought at all to think about it would’ve realized there was no… there… there. In fact, FrontBack who pioneered this technique is losing in the app store to other similar apps that don’t force you to create an account in another social network.

  • If it got sufficient traction it could be sold easily to instagram or facebook or one of the other big players in photo social media.

    It’s hard to predict which social ideas take off. This is something that could have worked, but didn’t. They tried something original. It didn’t work out. No big deal.

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