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Microsoft Unwraps Fremont
Google Base killer will blend classified ads, social networking.
December 1, 2005

After a handful of stories offering sketchy details of a project identified as its Google Base killer, Microsoft offered many more particulars late Wednesday on its seven-month-old project code-named “Fremont” (see Microsoft Attacks Google Base).
Fremont basically blends classified advertising with social networking.
“We decided that trust is very important when you are looking for things like babysitting services,” said Garry Wiseman, Microsoft’s product unit manager. “People should determine who can see their classified ads. You might decide you only want to share them with your email contacts or other students if you are at a university.”
Shares of Microsoft were up $0.21 to $27.89 in recent trading, while shares of Google were up $5.79 to $410.70.
Fremont, which is being tested internally at Microsoft, identifies individuals according to their level of familiarity with the seller.
“People tend to have a high level of trust when dealing with colleagues or fellow students or friends,” said Mr. Wiseman. “They know the people they are dealing with are not going to vanish tomorrow or try to rip them off because their reputations are at stake.
“You may have items that you would only sell, share, or swap with a friend or someone whom you know,” he added. “If my friend can’t make it to a game, then I want to sell the spare ticket to another friend or co-worker.”

In that case the seller can instruct the web site to show the tickets only to friends and close acquaintances. When that item is posted, a Microsoft Messenger alert pops up on the PCs of all the qualified contacts, usually the seller’s email contacts. In this way, the seller can go to the game with a friend rather than a complete stranger.

“There are quite a few scenarios like that related to dating, garage sales, barbecues, etc.,” said Mr. Wiseman.

Expanding Locations
The seller can also cast a wider net to include everyone in his or her ZIP code or city. That can extend further and further out to the entire country and then extend globally if the seller so chooses.

“Every listing in the system is geo-coded by ZIP code at the very least,” said Mr. Wiseman. “We add integrated maps from Live Local. The feedback we get is that it is fantastic for garage sales.”

Mr. Wiseman said the technology can be used by anyone searching for a house or looking to sell a house or just about anything. A visitor will be able to browse the site without registering. But registration and Microsoft Passport membership are required if someone wants to list an item or purchase an item.

“We wanted to make sure we didn’t suffer from spam and phishing. We didn’t want to clog everyone’s mailbox with dangerous emails,” said Mr. Wiseman.
Once listed, the items will become accessible to MSN searching, but sellers can set the availability parameters for each listed item. The service is free, but Microsoft expects to profit from contextual ads placed on the site.
“We will know a lot about the seller and the buyer, like their location, and we know by keywords what item they are interested in,” said Mr. Wiseman.

Narrow Focus

Unlike Google Base, which seeks out anything from the public including manuscripts, songs, favorite recipes, as well as items for sale, Fremont focuses tightly on classified ads.

“Google Base is quite confusing,” said Mr. Wiseman. “We are just about classified ads and community. Google Base is more of an open data store.”
Mr. Wiseman expects Fremont to launch publicly next year.

http://www.redherring.com/Article.aspx?a=14690&hed=Microsoft%20Unwraps%20Fremont

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