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With SXSW starting Friday in Austin, Texas, every location-based service out there is right now finalizing updates that they hope will be the one that gets them used more than all the others. Loopt, is betting on events integration.

The latest version of the app, due to hit the App Store tomorrow will feature a new Pulse tab. Here you’ll find events populated from a ton of sources including the live music tracker SonicLiving (SXSW is first and foremost a music event, after all) and most notably, Facebook. This pre-population is important, because it means the events will already be in the system so users won’t have to do anything other than share it with friends, or check-in if they’re going. The feature also uses you current location to show which events are happening around you at any given moment that a lot of people are at.

As you might expect, you also also tell who is already at the event, and which of your friend is supposed to be going. The later feature works with Facebook Connect. You can RSVP to an event right from within Loopt and see who else is scheduled to go.

Calling it the “best event ever from an app,” Loopt founder Sam Altman believes they’ll have every single event taking place at SXSW in their system. A newer startup, the recently funded Plancast (started by TechCrunch alum Mark Hendrickson), may have something to say about that statement as they’ll be debuting their own events-based iPhone app at the festival as well. And like this new Loopt feature, a key Plancast component is Facebook event integration.

Gowalla, meanwhile, has a full list of events straight from SXSW itself — which is highlighting the app on it’s main site. Gowalla is Austin-based.

Loopt was one of the original hot players in the location space, launching an iPhone app alongside the App Store launch in 2008. However, their initial bet was on always-on location updates, which the iPhone cannot do because it will not allow third-party apps to run in the background. Loopt found a loophole (see what I did there?) to that through AT&T, but by then the momentum has already swung to the check-in based location services like Foursquare and Gowalla. Last year, Loopt pivoted its app to be more predicated around check-ins.

Look for the latest Loopt app tomorrow in the App Store.

Disclosure: Loopt offers a TechCrunch branded version of the service here.

Business to business software can be a tough sell. Online B2B can be even a harder sell. While there is certainly money to be made, unless you’re one of the big players, the likelihood you’re going to succeed is pretty small. Starting today, Google is taking their roll as one of the big players and extending a platform to boost some smaller players.

Tonight, Google has unveiled their Google Apps Marketplace. This is an app store for enterprise apps in the cloud. Using a set of APIs, these third-party apps can deeply integrate their products within Google Apps, which already some 25 million people are using. And that also includes over 2 million businesses ranging from startups, to small businesses, to Fortune 500 companies.

For customers, this means a one-stop shop for a variety of applications that their business or organization can use. And it’s extremely simple to get started with apps in the marketplace — it just takes 4 clicks, Google says (though that initial click will have to come from your domain admin to approve the use of the app). For developers, particularly small startup developers, it means instant access to more users than they can likely imagine. It also potentially means something more important: money.

Like the popular mobile app stores (Apple’s App Store and Google’s own Android Market), Google is allowing developers to sell their apps through this Marketplace. And they’re actually offering a better deal: Google will keep just 20% of the revenue, while the developers keep the other 80% (compared to a 30/70 split with the Android Market). The reason for this better split is that Google believes the B2B market is a bit different, and they want to entice developers to join on board. And instead of Apple’s App Store, which charges a $100 yearly fee to developers, Google is charging a one-time fee of $100 to enroll in the program — and that’s for as many apps as you want to create.

As for what Google will do with their 20% share, they’re not entirely sure. “We don’t know what will happen with the revenue, but we think it’s a very fair rev share for the value we’re providing,” Google Vice President of Engineering Vic Gundotra says.

As you might expect, in the Marketplace, Google will feature certain apps on a rotating basis. And each will have a star rating system and reviews written by people who have used the app. Apps will be grouped into different categories to make it easier for customers to find exactly what they’re looking for. Once they do, the four steps alluded to above are:

1. Click “Add it now”
2. Agree to the vendor’s Terms of Service
3. Grant access to the data that the app is requesting.  Some apps require data access, some don’t – only grant access to apps you trust.
4. Turn it on and start enjoying your increased productivity

So how does this all work? Google connection points for integration into Apps are actually done through open protocols such as OAuth. And while signing-in may seem like a pain across different apps, Google has streamlined that as well thanks to another open protocol: OpenID.

Once an app is hooked in to Google Apps, it will appear on your main Apps Dashboard alongside the other Google-made apps you use. It will even appear in the “more” drop down that Google uses in the toolbar across its properties. And because these apps are so tightly woven into Google Apps, they can take advantage of the built-in Google Apps such as Gmail and Gtalk to easily communicate within the third-party apps.

And there’s more. While it’s not quite ready to launch just yet, in the second half of 2010, Google plans to launch flexible billing options for third-parties using their services. Basically, this will allow companies to use Google Checkout to handle complicated billings, such as subscriptions. This could mean trouble for startups specifically in this space, such as Recurly. Also coming later will be detailed analytics for transactions, we’re told. For now, developers are free to hook up their data to their own analytic programs to run their numbers.

While Google’s options for this Marketplace sound nice and open, there’s actually something even better: you don’t have to build your apps on their platform. Whereas a big player like Salesforce wants to keep the apps it works with in the Force.com ecosystem, Google doesn’t care where you build it — it can be on App Engine, or on anything else. You simply hook your app up to the APIs and you’re ready to go. It’s a model so enticing that even a big Google competitor in this space, Zoho, is ready to work with them, and is launching as an initial partner. All told, there are more than 50 companies partnering up at launch, including a winner of the audience award at this year’s TechCrunch50, Socialwok.

As to whether Google could eventually roll this app store model out to the more consumer facing apps they offer, Gundotra gave me the old, “We have nothing to announce at this time.” That reads suspiciously to me like a “yes,” provided this is the hit it seems like it should be.

Zoho, a web-based productivity suite that was called a “fake Office” by a Microsoft VP, is announcing a significant partnership with Google today. The startup will be a launch partner for Google’s recently launched Google Apps Marketplace, which allows vendors to sell applications that compliment Google Apps. Here are our notes from the announcement. Zoho will be integrating two of its over 20 business applications – Zoho CRM and Zoho Projects with Google Apps.

So starting today, Google Apps users will be able to add on-demand CRM app Zoho CRM and project management software Zoho Projects into Google Apps. While Zoho has previously rolled out the ability log-in to its applications via your Google Apps IDs, the two applications have been specially formatted for further immersion into Google Apps with App’s extended APIs. IT admins will now have an option to add Zoho Apps to their domains through Google Apps Marketplace. Once the IT admin adds a Zoho application to their domain, all users within the domain will have access to the Zoho Application through Google universal navigation.

In the version of Zoho CRM for Google Apps, Zoho will allow Google Apps domain admins choose the users he or she wants to provide access to Zoho CRM and can import users from Google Apps contacts. And if you have Mail Add-on enabled in Zoho CRM, you can POP your email from Google Apps to Zoho CRM. These emails will show up in the CRM system automatically for each contact. Emails sent from Zoho CRM will also show up in Gmail in Google Apps.

Zoho CRM and Projects will also be integrated with Google Apps Calendar. Google Apps users will now be able to subscribe and view their CRM and Projects events right within Google Calendar. Additionally, Zoho Projects and Zoho CRM allows you to attach documents directly from Google Apps.

The fact that Zoho was chosen as a pilot partner for this program isn’t surprising. Although some of Zoho’s applications compete with Google apps products, the startup has consistently pushed interoperability with Google Apps. Over the past two years, the startup launched a deeper integration with Google Docs; and the ability to log-in with Google and Yahoo IDs. And according to our latest stats, Zoho has definitely reached over 2 million users, and has a loyal follower base.

Tonight, Google launched its Google Apps Marketplace, an online storefront for Apps products and services. Here are our notes from the announcement. And of course, the marketplace is launching with a number of pilot partners (50 to be exact). One of those partners happens to be recently launched Socialwok, a product that ads a social layer to Gmail and other Google products. At last year’s TechCrunch50 conference, Socialwok made a big splash, winning the award for best demopit startup and launching its enterprise-friendly, FriendFeed-like layer for Google Apps. The web-based application was praised for launching a social network that wrapped around the very unsocial Google Apps. And the startup just launched a gadget to allow users access all the features of Socialwok without leaving Gmail.

Socialwok in the the Google Apps Marketplace allows organizations to use their existing Google Apps accounts to login into Socialwok and create a social network for their domains to share within Google Docs, Google Calendars, Google Spreadsheets and other Google objects in feeds. For example, with the Socialwok Gmail gadget, users can view, post and comment on various feeds in their organization right from Gmail.

Ming Yong, CEO of the company, said that integration with the marketplace was a logical choice because of the growing number of SMBs that are using Google Apps as their productivity suite of choice. Currently Google has more than 2 million businesses using the Google Apps Suite. Over 6,000 domains and tens of thousands of users are using Socialwok. Socialwok’s standard edition on the marketplace will be free but the startup will launch a paid edition in May.

Socialwok, which employs a freemium model, has steadily been adding features and improvements to its application, including releasing a new version of its HTML 5 mobile version for Android and iPhone browsers. And in the process of developing an innocative application, startup managed to catch Google’s eye. Socialwok was chosen as one of the showcase companies for AppEngine technology at this year’s Google IO Developer Sandbox (Socialwok is powered by Google App Engine). And the startup wrote a blog post on Google’s Enterprise Blog about Socialwok.

We’ve continuously written that if Google doesn’t buy the startup, they should at least heavily promoting what they’re doing. And it appears that Google has taken the latter route. For now. There’s no doubt that Socialwok could face the same fate as Google Docs killer and collaboration platform Etherpad or Microsoft Word collaboration plug-in Docverse.

Andrew Wilkinson of MetaLab has just written a blog post accusing Mozilla of plagiarizing the design of its FlightDeck editor. To make matters worse, Wilkinson says that MetaLab actually bid on creating the design for FlightDeck months ago, but was turned down by Mozilla.

While Wilkinson is understandably upset, at this point,it looks like the plagiarized image is just a mockup on the Mozilla wiki — not the actual product (though it’s obviously still in bad taste). We’ve reached out to Mozilla for a comment. You can see a screenshot comparison from Wilkinson’s blog post below.

Update: Here’s a comment from Mozilla, stating that the copy-and-paste design was a proof of concept:

Mozilla is now aware of a post by MetaLab that shows a Mozilla developer copying prior design work. The mockups they cite were an early proof of concept created by cut-and-paste, never final designs. Mozilla respects the hard work of all designers and at no time meant to plagiarize original content. The in-progress designs for the Jetpack SDK’s IDE are available here and following initial sign-off on the proof of concept, the IDE was developed entirely independent of MetaLabs’ work.

On its wiki, Mozilla describes FlightDeck as a tool to “enable the community to rapidly, collaboratively develop both extensions that utilize the Jetpack framework and Jetpack Capabilities crucial to the expansion of the Jetpack framework’s core.“

Update 2: Wilkinson has added the following update to his blog post:

I just got off the phone with the team at Mozilla, who apologized and clarified a few things. The design which used our site’s design elements was a development build and according to them the design has been changed in newer builds. That said, it was used in their launch video as well as their blog post announcing the product. They told me that that the team who put together the blog post and video was unaware of the similarities at the time of inclusion. We’ve asked for a public apology, and I’ll be doing a follow-up post tomorrow.

Tonight, Google is hosting one of their Campfire One events at their headquarters in Mountain View, CA. They’re using the event to launch their new Google Apps Marketplace. This is the app store that business applications can use to reach the more than 25 million people and 2 million business that use Google Apps for their domains.

Here are the links to our extended coverage on the Google Apps Marketplace:

• Google Apps Marketplace: Instantly Connect Your App To 25 Million Users, Profit.
• Socialwok Takes A Stroll In The Google Apps Marketplace
• Web-Based Productivity Suite Zoho Finds A Place In The Google Apps Marketplace

Below, find our live notes from the event.

Vic Gundotra, Vice President of Engineering

• Two million businesses have “gone Google”
• 25 million users.
• Everything you need is now in the cloud for businesses
• Tonight we’re launching the new Google Apps Marketplace
• It’s great for developers – who get access to these 25 million users instantly
• It’s also great for users.
• It’s simple to integrate.
• Build your app. And you don’t have to use App Engine. You can use whatever you want.
• And you can sell your app in the Marketplace.
• What does Google ask in return? A one-time fee of $100. And a low 20% rev share.
• Over 50 launch partners.

David Glazer, Engineering Director

• I want to walk you through the “how” now – build, integrate, and sell.
• Google Apps now has a large and growing number of extension points (we’ll be adding more over time)
• there is a central management system
• Universal integration to Google Apps navigation system.
• We use OpenID to manage authentication. Single sign-on.
• And we use OAuth for secure access to data. The OAuth grant of trust is built into the Marketplace.

• We have a complete manifest.
• Time for a demo. Here’s a developer showing off a “hello world” application.
• Easy step-by-step process to get your application in the Marketplace.

• It might take a couple of days for the app to show up in the Marketplace when you submit it.
• A domain admin simply then clicks the “Add it now” button.
• Then just three clicks left – 1) agree to terms of service 2) grant data access (such as to your calendar) 3) enable the app
• You can even see it in the apps drop down if you’re in, say, Gmail.

• Here’s Intuit now showing how to take a real app – for payroll – to show how easy it is to itegrate.
• Intuit is the largest payroll provider in the nation.
• We usually serve small companies, many are less than 20 employees.
• Another demo, this time from Atlassian – a software development company
• You can easily embed your information inside of Gmail.

• The thing I’m most excited about is the studio activity bar.
• With this, Google Talk can be used for instant collaboration.
• All of this is available today. In fact it’s being used by 40 developers in a bus traveling from SF to SXSW in Austin, TX.

• Another demo, Manymoon – a social productivity app.
• We used open standards to convert free users to paid users.
• Everything you’ve seen so far will be live later tonight – for this next demo, it will be coming soon.
• Gmail contextual gadgets – like when a YouTube video is embedded in Gmails – soon third-parties will be able to use this.

• Here’s a demo from Appirio – a cloud solution provider.
• Glazer is now reiterating the main points about the Marketplace.

David Garrard from Google

• When I joined not only was there no Google Apps, there were no apps. Gmail launched soon after I joined.
• I joined to lead our enterprise initiative. It was the idea to take the innovation that happens quickly on the consumer side and putting it into the enterprise apps.
• Cloud computing is the right formula for that
• Three years ago we started with a modest effort. In Feb 2007 we immediately signed up 9,000 business — now we have 25 million active users and 2 million business.
• And the growth rate is accelerating.
• Higher education has really started moving towards the cloud with us.

• And it’s happening in the Fortune 500 companies. And no companies that size have gone back.
• Though it’s still not perfect, even today.
• People always ask, ‘when are going to build x or y’ the answer is we probably won’t – we want to be a platform in the cloud.
• Because of that we can put emphasis on our existing apps.
• We’ll be talking more at Google I/O (which is already sold out).

And that’s a wrap.