IFRA

Paul Jansen, CEO of SPH Search in Singapore told us about going up against Google in one of the world's most wired islands. Rednano.sg is a local search and directory engine which produces more relevant local results than Google. “The great thing is that users reveal more and more about themselves when they type in a query, click on a result, go online at a certain time, use their phone in a particular street, everything. If you want to know what Obama has for breakfast go to Twitter or Google but if you want Singaporean information come to us.” Rednano maps with details like block numbers (a lot of Singaporean addresses have no street number, just the block) and the site sells local business adverts based on maps. By driving a truck around and mapping the radio frequencies of base stations the site can do location based services independent of service providers (something service providers can't). Local services include the ability to see archive pictures of where you are now standing – Rednano gets a share of the data cost. The telcos ended up competing for the right to preload their application. “We're hoping to break even in five years and looking at doubling revenue every year as we think there is a huge hole in the market.”