Frucall Unveils Version 2 of its Popular Mobile Shopping Search Service

Latest version includes mobile web and SMS capabilities for consumers as well as an intelligent advertising platform for businesses

IRVINE, Calif. - April 23, 2007 / PRNewswire / – Frucall (www.frucall.com) announced the availability of Version 2 of its popular mobile search service for price comparison shopping. Frucall is a free, phone-based service that lets consumers hear current online prices and purchase products using their mobile phones, anytime, anywhere. The voice-based service can be accessed by calling 1-888-DO-FRUCALL. The service blends the benefits of in-store shopping with the frugal and flexible nature of online shopping. The release of Frucall Version 2 extends the voice-based service with the addition of an optimized and easy-to-use mobile web component with Frucall mWeb as well as search capabilities via SMS through the beta version of Frucall Text. Frucall does not require any special software or downloads and is entirely free. Frucall Version 2 also offers benefits for businesses looking to advertise to a highly-targeted audience at the point-of-purchase through Frucall SmartAds.

"Applying the power of the Web to a retail buying experience, before Frucall, simply wasn't practical because most folks don't carry connected laptops when shopping and cell phone browsing remains too difficult for practical use," said Rob Enderle, principal analyst for the Enderle Group. "This latest version of Frucall makes it relatively easy to check prices into your cell phone and ensure you get the best deal, and for many of us, getting that best deal is very important."

"Frucall's new features, along with many additional system enhancements, now give consumers unequalled access to online pricing information and purchasing options on their mobile phones while they are out shopping," said Dr. Behzad Nadji, CEO Frucall. "With the release of version two, Frucall continues its commitment to offer valuable services to consumers and affirms its position as a leading innovator in technologies that provide integrated access to web-based information anytime, anywhere."

Frucall Version 2 features include:

Frucall mWeb

Frucall mWeb is a more streamlined version of www.frucall.com that improves the user experience on Web-enabled mobile phones. With Frucall mWeb consumers have a powerful shopping tool to make more informed buying decisions. Frucall mWeb allows users to:

Find the best online price of any item by entering the product barcode on the Frucall mWeb site (www.frucall.com/m)
Scroll through a list of online vendors and their product prices
Review previously searched items and see their current online pricing
Get reviews and product rating information before making a purchase
Purchase items immediately with Frucall's BuyNow feature
Connect directly to online vendors' sites for more information when needed

Frucall Text

Frucall Text is a fast, easy-to-use service that allows consumers to search for online prices via two-way SMS. Frucall users simply send an SMS message to a specific number and include the characters "fru s" followed by a product barcode in the body of the message. The search results are quickly sent back to the user's phone. There are also a number of useful short cuts that can be used with Frucall Text to access other Frucall features. Frucall Text is currently in beta and consumers are invited to send an email to support@frucall.com to get more information on how to access this service.

Frucall Smart Ads

With SmartAds, Frucall now offers a compelling advertising channel for businesses looking to connect directly with consumers via mobile phones at the point of sale. Unlike traditional print or online advertising mediums, Frucall SmartAds do not rely on standard demographic data. Instead, advertisements are highly targeted as they reach Frucall users who are actively looking for specific, relevant products. The parameters and criteria to initiate audio advertisements are developed within the Frucall SmartAds Portal. With this portal, advertisers and media buyers can easily define specific criteria to maximize the efficiency of their promotional campaigns.

Frucall SmartAds allows advertisers to:

Access the Frucall SmartAds Portal for program oversight and management
Define ad-playing triggers such as product category
Define by geographic region where particular ads or versions are played
Define campaign spend on individual ads or by campaign
Leverage a comprehensive ad reporting system enabling campaign management
Take advantage of multiple levels of audio advertising options: generic sponsorship spots; short audio ads; extended audio ads in response to more info requests; click and press to talk to a live operator and more
Automatically communicate sales conversion opportunities via multiple channels including the Frucall Web Portal, email, SMS through Frucall Text, Frucall Voice Notes

About Frucall

Frucall (http://www.frucall.com) is a free, phone-based, price-comparison shopping service for consumers that lets them hear current online prices and purchase products using their cell phones, anytime, anywhere. Unlike many services, Frucall's fast, efficient service works on all phones. Frucall blends the benefits of in-store shopping with the frugal and flexible nature of Internet shopping, providing consumers with a unique and exceptionally convenient shopping experience.