Google's Click-to-Call trial uses VoIP
02 February 2006
Google's Click-to-Call trial uses VoIP
Search champion Google is believed to be looking at Voice over IP (VoIP) technology as a way of boosting revenues it receives from advertising in its search results.
A filing with the U.S. Securities and Exchange Commission this week hinted at a partnership with American VoIP service provider, VoIP Inc.
Speaking with telecoms.com Wednesday, a VoIP Inc. spokeswoman explained that the search engine had begun trials with VoIP services in September.
The spokeswoman would not be drawn on the specifics of the services offered but said that the trial is ongoing and that the services are expected to launch during 2006.
Around the same time during 2005, Google also began trialling its Click-to-Call service which allows users to connect directly to an advertiser highlighted in its search results.
Click-to-Call allows a user to input a phone number and upon activation Google directs a call with the advertiser. Google foots the bill for the call, which is understood to travel over a VoIP network.
The VoIP technology used in the Click-to-Call service is believed to build on Google's own Google Talk offering, which at present only allows PC to PC calls.
VoIP Inc.'s spokeswoman said its VoIP network is capable of reaching 90 percent of the U.S. population and allows access to international traditional telephone (PSTN) networks as well as emergency services, a commonly sought feature, but one not supported by all VoIP providers.
Rob Gallagher, editor of Telecom Markets, said that Click-to-Call services have already been launched by divisions of BT, France Telecom smaller VoIP firms. Online auction house eBay, meanwhile, has made it clear that Click-to-Call advertising was one of the major reasons for buying Skype.
However, Google's decision to base its Click-to-Call service by partnering with a relatively small VoIP provider raises questions over eBay's multi-billion dollar acquisition. "eBay presumably bought Skype to offer a click to call service to Skype's sizeable user base, but Google's service could be used by almost any telephone user in the world," said Gallagher.
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