Comments for New Mishmash of a Mobile Search Engine, Getfugu Prepares to Launch

New Mishmash of a Mobile Search Engine, Getfugu Prepares to Launch

2009-04-15T13:08:49Z

What do you get when you combine an image recognition app with voice search, local content, and a touch-screen advertising service called "hot-spotting?" Apparently you get the next generation of mobile search from a company named Getfugu. This mishmash of services will be launching next month with one goal in mind: keep mobile users from having to type in their mobile searches using the keyboard.

]]> The Getfugu mobile offering actually encompasses four different types of search services which they describe simply as "see it," "say it," "find it," and "get it." Each one is a different take on how mobile search can work on your phone.

"See it" is an image recognition application that works with your phone's camera. To use this service, you point the camera at any company's logo and snap a picture to get exclusive content from that company. The content could be mobile discounts and coupons or simply information about some sort of special promotion.
"Say it" is a voice recognition search service, similar to that of Google's mobile app which lets you speak your query into the phone. Getfugu's web site recommends you use this service "if a logo isn't handy." You can either say brand names or you can say generic keywords like "pizza" or "ATM." Either way, the service isn't really designed as a Google replacement - it's designed to help you find things when you're out and about.
"Find it" is Getfugu's location-based service which taps into the GPS of your phone to return results based on proximity. It's unclear as to whether this service will work in conjunction with the voice search or whether it will be a standalone service.
"Get it" refers to Getfugu's unique search service called "hot-spotting." This function is limited to touchscreen devices and involves interactive video content. When you watch a video on your phone, any item within the video can be "hot-spot enabled" so that when it's touched, you're offered more information about that item and given a chance to purchase it.

Not Just a Search Tool

As to where these videos come from, it appears that Getfugu will distribute those themselves along with games and ringtones and other mobile content. Yes, you see, Getfugu doesn't just want to be a mobile search tool, they want to be a mobile content distribution platform as well.

But wait, there's more! When you watch mobile ads on Getfugu's service, you can apparently earn cash for doing so. After earning a bunch of cash for being the good little consumer that you are, you can then use your customized Getfugu debit card to spend the money. Yes, a debit card. You see, Getfugu's sort of like a bank, too.

As to how Getfugu plans to make money? It's all dependent on advertisers. Small businesses pay $9.99 and businesses with 10 or more employees (apparently that's a big business now?) pay $99 per month to get their logo or a single keyword in the Getfugu search engine. For each keyword or additional logo, the company will have to pay those same fees again. In the mobile hot-spotting service, revenue is split 50/50 with the advertiser.

Is This Really Going to Work?

We think it's great that Getfugu is attempting to bundle the different types of searches into one app in order to make it easier to find local content and we especially love the fact that they're incorporating an augmented reality application ("see it") in the mix. That being said, it seems like the service is overly dependent on advertisers to make things work and without their involvement, will there even be any search results displayed? If not, then the service will immediately pale to that of Google Maps, for instance, which can instantly show businesses, their proximity to you, and directions. You may not get coupons with Google Maps, but at least you get a comprehensive listing.

Besides the immediate challenge of dealing with the Google factor, Getfugu confuses us. What exactly do they want to be? A search app? A place to get games, ringtones, and videos? A pay-you-to-watch-ads service? You don't often see those offerings combined in one application (and probably for good reason). Their "we're all that and the kitchen sink, too" offering may be just a bit too ambitious.

Still, we guess we'll reserve our final judgment until the service actually launches next month. If you want to be notified when that occurs along with us, there's a sign-up form on the Getfugu web site.

Comment from Rui Ramos on 2009-04-16

2009-04-16T10:28:42Z

Everybody wants "everything and the kitchen sink", but I think what the guy meant was its not supposed to be just one company offering those! I don't know if, for a start up, wouldn't it be better to outsource some things and concentrate on another!

And another thing the guy says, and this one, I think, it will make a huge difference in the success or failure of their attempt:

"It seems like the service is overly dependent on advertisers to make things work and without their involvement, will there even be any search results displayed?"

If this happens, it will be a tremendous disaster for them!

Now, more then ever, people (and specially those tecky ones - which are their target) are not into pervasive adds! they want true services that actually help them in their lives. The prime objective should always be to help the consumers of the app to find information about things, and then offer a variety of services related to those things they found (adds and sells included).

Since the product is into cataloging the world (sort of speak), and this being an infinitely impossible task to bare, it can only be done engaging people (using the cognitive surplus boiling around nowadays ;) )!! And that, I'm quite sure people would be truly excited to engage into! Only this way they can engage people in a service that actually they rely on and continuously build, making the service almost self-maintained!

That being sad, and looking to the buzz worlds of the social revolution that's happening:

- 1-1 and 1-N conversations / personification of the brands
- real-time / geo-located search
- cognitive surplus and crowdsourcing

I think the service their offering should be more precise and open. Like an open API that serves the image and voice recognition search possibilities, and letting to other ones (the crowd and brands) to do the rest. If they don't want to be "social", they have to offer that possibility to the existing "social networks" - only this way they can achieve a reputed self-maintained crowdsourced geo-located and real-time search service. Having that, the brands will come exponentially!

Comment from Rui on 2009-04-16

2009-04-16T10:30:35Z

And another thing the guy says, and this one, I think, it will make a huge difference in the success or failure of their attempt:

"It seems like the service is overly dependent on advertisers to make things work and without their involvement, will there even be any search results displayed?"

If this happens, it will be a tremendous disaster for them!

That being sad, and looking to the buzz worlds of the social revolution that's happening:

- 1-1 and 1-N conversations / personification of the brands
- real-time / geo-located search
- cognitive surplus and crowdsourcing

Comment from keith on 2009-04-17

2009-04-18T00:58:12Z

dont know much about the app but what i do sounds quite interesting. i could see many younger flks loving the visual recognition, and i can appreciate the gps related service. ...the new ceo had to have seen a sound outlook for the app otherwise why get involved (coming from where he has).
i am buying about 300 shares at 2.65.

Comment from Michael Marlatt on 2009-05-22

2009-05-22T22:06:44Z

Very cool. This actually reminds me of SnapTell. Can't wait to test-drive GetFugu's mobile solutions.

Comment from Naveed Thobhani on 2009-07-07

2009-07-07T07:13:01Z

I have done alot of reserch for getfugu and I can't seem to locate much. But from what I have read it seems something big is about to happen. All these big wigs being added to the board and a contract in south America, the launch in USA axpected for fall all I want to know is if they plan on having this app possibliy work on all 3.9 billion phones in the world. Don't the user have to have Internet access. Plus the getfugu website is very interactive all sorts of movies and adds, not all phones have flash or QuickTime all diffrent phones work on diffrent programes will the site outomaticly adjust, can you please help dig some info on this gfgu

Comment from Drausin S on 2009-09-02

2009-09-03T04:46:00Z

What happened to journalism?

I'm amazed. Carl Freer can create Gizmundo, raise $400 million (even hires Bono to make a personal appearance), quits. Then Surprise! An estimated $100 million unaccounted for.

He come to the US - and using the same script as he used in his Europe scheme – has spent the last few years doing the EXACT same thing!

Then, all RWW can do is to take the PR pieceat face value and debate the marketability!

Have you seen ANY joint statements from GetFugu “Marketing Partner”? Who’s called Georgia Tech and confirmed their “Partnership”? Have you seen announcements on the media pages of his “Technology Providers”? Wouldn’t you think that was an announcement worth sharing? Has anyone seen an agreement between GetFugu and these providers? A GetFugu press release simply says that they have “seized upon an advanced technology”. Isn’t it curious that it is never named? Ever!

Why are all PUBLIC shares of GetFugu stock RESTRICTED? Why is all 48,000,000 shares of Freers stock UNRESTRICTED? Do you think any of these questions occurred to RWW to ask?