Greg Sterling has noted a Thomson/Google deal that adds a one-touch, auto-dial GOOG-411 button into many of its latest GE-branded DECT 6.0â„¢ cordless phones. It should give Jingle’s Free 411 service a pause and it certainly raises questions about when Google will monetize its free DA service. Voice DA services are currently very lucrative and free voice DA services have the potential to be very disruptive to them. LocalMobile notes no firm has been better at converting activity to revenue and profits than Google.
As Greg pointed out from a recent LocalMobile survey 76.3% of respondents (n=671) said they had never used â€œone of the free alternatives to carrier-provided 411 directory assistanceâ€. And while Jingle 411 has some market share advantage in the remaining 24% of users, it is the larger group that will ultimately decide who wins in the disruptive Free 411 DA market. It is just this market that Google is targeting with the Thomson/GE deal.
The question for Thomson/GE is: why would they agree to the arrangement? Thomson/GE is not a corporation known for its easy going style and one assumes that they did not put the Goog-411 button on their phones for the warm and fuzzies of it. The April introduction date leaves me wondering if we might not see Goog-411 monetization in that timeframe.
The one current drawback to the Goog-411 service in a consumer setting is the lack of residential listings. This consumer driven deal with Thomson might just also imply a move by Google to add residential listings in the same timeframe.