ThePudding: Targeted Advertising Comes to Phone Calls

ThePudding provides free, PC-based phone calls to anywhere in the US or Canada. The big catch: computers in Fremont, CA will eavesdrop on and analyze every word of your conversation so they can serve up advertisements tailored to the topic at hand.

Users initiate a phone call simply by visiting ThePudding’s website (currently in private beta) and entering a phone number into the browser. After the call begins, advertisements tailored to the conversation will begin to appear on screen. The NYT has a good screenshot of what these advertisements will look like here.

Phone conversations are monitored only by computers, not actual human beings. The company also does not record any of the conversations or log any of the topics discussed. Therefore, advertisements are tailored to each particular phone call and not to trends in users’ calling behavior.

ThePudding has already experienced a fair amount of backlash, with some calling it a terrible idea because users will not be comfortable enough with allowing their phone conversations to be monitored. There is also the concern that niche users will not be swayed by this completely free offering, because they already pay very little for services like Skype. However, ThePudding may be a potential acquisition target for Skype itself, which may be interested in developing an ad-based revenue model.

Despite the criticism, ThePudding does not seem all that different to me from a privacy perspective than Gmail. If users are comfortable with letting computers analyze their email messages and display targeted advertisements alongside them, why won’t they be comfortable with allowing the same thing with their verbal communications? Perhaps there is an important psychological factor at play here that will always make people unwilling to let strangers monitor what they actually speak. But consumers are caring less and less about how much information they provide online about themselves to unverified companies, so it doesn’t seem implausible to me that with time many people will overcome their anxieties about this type of service.

While ThePudding is currently only available through the web browser on PCs, the company has plans to expand into mobile (and to display advertisements on the screens of handheld devices).

ThePudding is a service of Pudding Media, which was founded by two Israelis with experience in military intelligence and telecommunications. The company is based in San Jose, California.

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Sketchcasting - Another Weapon In The Bl

Could The GPhone Be Nigh?

Todays completely unsubstantiated rumor comes from Rediff News, a usually well respected source of news based in India. Rediff is reporting that the Google Phone is set to be launched in 2 weeks time! The GPhone is said to simultaneously launch in both Europe and the United States, with the only thing standing in Google’s way being US regulatory approval.

The report goes on to claim that Google is believed to be in talks with a number of Indian telcos.

If speculation is any guidance, the certainty of there being some sort of Google mobile device in development is a given. The Register reported in March that a European Google executive confirmed the existence of the GPhone and other reports go back to 2006; Om Malik reporting in December that a Google phone was being developed for release in 2008. Engadget posted alleged pictures of the GPhone in January 07 (see pic) with notes claiming that the device was a button-less touchscreen phone that came with GPS built-in for pinpoint navigation around Google Maps. ZDNet wrote that the phone was said to be 3G with built in Wifi and was designed by Samsung. The Register again reported in early August that the GPhone would include 3G, Wifi and GPS, and that UK mobile operator Orange was in talks with Google to carry the device.

Google has continued to deny rumors of the phones existence, but has taken a more public interest lately in the mobile phone sector, confirming that it was likely to bid for a slice of the soon to be released 700mhz spectrum in the United States. Google as a mobile phone operator would make a lot more sense if Google were also preparing a GPhone that was automatically fine tuned to work with Google’s variety of applicable services, including Gmail, Maps and Google Docs.

Any Google phone will also be immediately compared to Apple’s iPhone. Whilst the iPhone provides an attractive package, it has so far only taken a small marketshare in the US cellular market, and is yet to have been released anywhere else in the world. A 3G (and therefore quicker) internet focused GPhone with a broad release worldwide could well present a strong competitor to Apple.

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