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Yahoo unveiled Tuesday its Fire Eagle location services
platform. Most experts think that the so-called location-based services will
become increasingly important, and Yahoo has managed to put together a
promising solution, which simplifies interaction between users and
applications, while being offered for free. Yahoo's strategy of releasing Fire
Eagle free for all users and developers will certainly help in disseminating
the company's newly unveiled technology.
Yahoo has made sure that the users' privacy is well
protected. The user has complete control over what information is made
available to which applications. Yahoo said that users can authorize Web,
mobile or desktop applications to update their location automatically, or they
can do it themselves manually on the Fire Eagle Web or mobile sites. The
service even sends an email reminder, by default once a month, to remind users
that their location is being shared.
Yahoo's Fire Eagle was launched in private beta in March
this year, and over 50 third-party applications from partners like SixApart,
which offers a blogging platform, and Pownce, a micro-blogging service, are
already using Fire Eagle. Other partners include the blog platform Movable
Type, the news and community site Outside.in, Dash, Doppir, Loki, Plazes,
Outlot, Lightpole, Brightkite, Navizon, Spot, Dipity and Zkout.
For now, Yahoo will not make any money off Fire Eagle, but
that may well change in the future. The one money making tool that comes to
mind first is location-based advertising, but options are plentiful after the
location services platform will hopefully be adopted by a large number of users
and developers.
One thing is certain: the company will most probably be very
careful not to infringe on its users' privacy, as only days ago announced it
is to offer its customers the
possibility of opting out of customized advertising. That decision came as a
response to the recent inquiry on targeted advertising carried out by the House
Energy and Commerce Committee.
Last month, Yahoo announced that it has opened some of its
search technology to third parties, in an attempt to make the entrance of new
search companies on the market easier. The platform, called BOSS (which stands
for “Build your Own Search Service”) will allow users to build their own search
tools on their sites using both Yahoo’s infrastructure, and the search
algorithms that were developed by its engineers.
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