Finally Fring reveals how it wants to make money

Many people were wondering during the last two years how the Israeli mobile VoIP company Fringland Ltd. wants to make any money. Their versatile software works on virtually every platform and supports more than 1.000 mobile handsets. I heard that 200.000 new users sign up every month to Fring, as well as 80 companies which want to become a SIP affiliate. More than 500 SIP companies are already using the Israeli software as an easy to deploy solution for mobile VoIP, by sending a preconfigured Fring to their users' handsets or telling their customers how to use it. Fring invested heavily in software development and has to channel the other 500 companies' traffic over its own servers. Every voice connection goes first from the cellphone to Fring's servers, no matter if it's on Skype, SIP or Google Talk. Fring could take its share from the other companies' earnings, but hey do it for free. Also there is no paid version of Fring. All these business ideas are still in the cloud.

So how does Fring want to make money?

The cell phone multi messenger, which also serves perfectly for nearly free VoIP calls over 3G, should soon be sponsored by advertising. At the OSiM World conference in Berlin I saw an unreleased software version with banner ads for McDonald's in Fring's chat window. In a former occassion I could already see advertising by Gillette. The Israeli company with $20 million in venture capital seems to finally care now for revenue streams. Although CEO Avi Shechter had told me in February in an interview at Barcelona's Mobile World Congress that the entire year of 2008 would be dedicated exclusively to software development and revenues would be irrelevant. "The McDonald's banner ads are just a demonstration", said Fring's cofounder Boaz Zilberman when we met in Berlin. So until now Fring makes no money from advertising but is proving the concept.

Fring with McDonald's banner ad on a Nokia N95 8 GB | Foto: Markus Göbel

One problem is, says Boaz, that mobile advertising is not very common yet. The advertisers still don't understand it and therefore employ only small budgets. But these small budgets would be eaten up immediately on the millions of daily Fring messages. That's why the company is going for bigger clients and advertising networks like Doubleclick or others. Context sensitive advertising like at Google Mail is not on the agenda. "We would have to read every chat message", says Boaz. "But we don't want that because it would hurt our users' trust." The business model of another Israeli born company seems creepy: Pudding Media is even eavesdropping their users' conversations to deliver targeted advertising at the computer screen during the phone calls.

Fring is now developing from a sole software for messaging and VoIP to an universal contact solution, which even keeps track of your buddies' location by GPS. The latest version 3.36.6, which you can only download from Fring's developer website, has already joined the menus for messengers and social networks. The boundaries between these categories are every time more blurry, because for instance Facebook is also an instant messenger now. In future software versions, every person should appear only once in Fring's contact list. Until now some people appear twofold, threefold or even more times - because they are connected to Skype, MSN, ICQ or other services at the same time. One click at the buddy's icon will start a chat, no matter which messenger to other person is using, which can always be escalated into a Fring phone call via VoIP.

Why Truphone and Gizmo5 applaud that Nokia turns it's back on mobile VoIP

Om Malik has asked "Is Nokia Turning Its Back on MobileVoIP?", pinpointing to the fact that the new Nseries devices N78 and N96 lack an own SIP client, while Nokia before embraced mobile VoIP on it's Nseries and Eseries devices. Charlie Schick of Nokia Conversations says the report of the death of VoIP has been "grossly exaggerated" and people like Phoneboy, Gizmo5's Michael Robertson or the company Truphone are buying that argumentation, although it has its flaws. Truphone, Gizmo5 and Fring must have realized immediately that they are winning from Nokia's move. That's why they are holding back their horses.

Nokia says that it's no problem that they have removed the native SIP client from their latest handsets, since companies can develop their own VoIP software based on great APIs. But it's not as easy as Nokia is trying to say: There are hundreds or thousands of companies without an own software for mobile VoIP. They just rely on the SIP standard. In Germany it's GMX, 1&1, Sipgate and the several Betamax daughters. Together they have millions of customers, I am one of them. These people cannot use VoIP on the new Nokia phones. I have always ten or more VoIP providers installed on my Nokia E61i's SIP client. This way I can always use the cheapest route and leverage free on net calls.

It would be nasty if had to install ten or more pieces of software for that purpose. It's already annoying that Truphone requires a special software because they don't give me my SIP password. That's a perversion of the idea of standards. If I need a special software for every company's offer why is there a standard called SIP?

So as a VoIP tinkerer I have to stay with the older Nokia devices, or at most I can change to the E71. But Nokia's new Symbian release, S60 3.2, is no option for me - as long as it has no own SIP client. It's obvious why companies like Fring, Truphone, Gizmo5, Vyke and others are applauding the Nokia move. It ties their customer to them and makes it more difficult to use other companies' offers. With a native SIP client, which allows to be connected to several different SIP services at the same time, I can be promiscuous. Even the most disruptive mobile VoIP companies prefer to lock me in their walled garden, but I don't want that.

I still believe that pressure from mobile operators has caused this move of Nokia. HSDPA and HSUPA have brought great bandwith to the latest handsets, enough to use it for Voice over 3G. With the right voice codec you can talk about 15 minutes and use only 1 Megabyte of data. Filtering for VoIP packets slows down the mobile data networks and therefore it's not very common. If you combine that with the right VoIP provider, like Betamax, this means free mobile phone calls to more than 30 countries. Only data prices apply.

To make money from mobile VoIP, companies have to accept certain realities

Jon Arnold has updated his very interesting portal website IP Convergence TV. This time I also wrote a guest opinion, because to make money from mobile VoIP companies have to accept certain realities: "WiFi isn't everywhere and callback costs double".

I love the mobile use of VoIP but I still find it quite uncomfortable. That's what I point out. Especially annoying is how Skype, Fring, Truphone and other SIP based VoIP services get blocked by German 3G providers. Sorry, Dean Bubley from Disruptive Analysys! The reality looks much darker for VoIPo3G than you predict for the future. (But thanks for your regular Google ads "3G mobile Voice over IP. Analyst report: is it a threat to carriers? Or a future opportunity?". I better put a direct link to your website.)

Mobile VoIP over Wifi works only at home or in the office where I don't need it. So in my guest opinion I advocate intelligent cell phone software which automatically completes calls as callback, callthrough, Vo3G or VoWifi while the user doesn't even notice. I have already installed an example software on a Nokia E61.

Maybe if more and more people use these options, Dean's dream will come true. If everyone uses only mobile callthrough, triggered by intelligent software on the handset, the mobile network operators cannot charge any other items than the tariff's included minutes for local calls. Their voice legacy cell phone networks would become dumb pipes into the internet, the way we already see it with the 3Skypephone or iSkoot, Ringfree, Mobivox, Jajah Direct, Sipbroker, Tpad, Rebtel, Mobiletalk, etc. If mobile operators wanted to charge for international calls at all, they would have to embrace VoIPo3G and could at least charge for data, the way Dean predicts it.

But until this comes true, the mobile VoIP companies should attack the incumbents with better callthrough options, to take more and more cell phone calls out of the traditional networks and into IP. Read the full text for further explanations!