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August 12, 2008, 8:27 pm

Yahoo knows where you are

By Michael V. Copeland

SAN FRANCISCO – Given all the drama surrounding Yahoo’s corporate activities, it’s easy to forget that there is a business still to be run and new products to launch. On Tuesday at Yahoo’s San Francisco-based skunk works – known as the Brickhouse – the embattled Internet company unveiled a new location services platform dubbed Fire Eagle. (Yes, it’s a silly name but say it 10 times fast and think of Firefox and it begins to sound OK.)

Location is one of those things that has huge potential for adding a layer of context to all kinds of services on the Web.  Geo-tagging – the practice of adding geographic information to Web sites, photos and videos – is gathering steam across all sorts of Internet-based properties, from restaurant review sites to social networks and house hunting services. What has been missing, however, is an easy way to insert yourself into that growing stream of geographic information.

In essence, that is what Fire Eagle does. You either tell Fire Eagle where you are, or give permission for some device to do it on your behalf – say your mobile phone -  and Fire Eagle broadcasts your location information to the services that you have approved.

So imagine that all your friends on Facebook now get feeds on your location, by city, neighborhood or even street address. If you are driving through a neighborhood house hunting, you could get updates on homes on the market, past sale prices and upcoming open houses. Hungry for Italian? The closest places for a decent plate of pasta come streaming to your phone. Note that you can do much of this today with individual services, but you have to tell each of them where you are. With Fire Eagle, you give your location once, and all kinds of services can access it (again, only with your permission).

Already about 50 applications have integrated Fire Eagle into their services, ranging from Six Apart’s blogging service Movable Type to messaging platform Pownce to neighborhood news site Outside.in.

Yahoo (YHOO) didn’t launch Fire Eagle with any of its own properties – photo service Flickr is an obvious one (automatic geo-tagging of photos) -  but you can expect to see Fire Eagle deployed in the world of Yahoo in the future.

“We really wanted this functionality for Yahoo services but we thought that if we just do it ourselves it is much less likely to get wide adoption,” said Yahoo co-founder David Filo, who was his usual low-key presence at Fire Eagle’s launch on Tuesday. “We’re still pretty early stages in this location stuff, but if we can get wide adoption of Fire Eagle across the Web we can become a leader.”

Yahoo will face competition from the likes of Apple (AAPL), which has made scores of location-based services available as downloads for the iPhone, and Google (GOOG), whose Android mobile phone platform is expected to do the same for a range of mobile devices. Yahoo isn’t competing head on with Apple or Google, but rather hopes to tie together all these devices and Web-based services through Fire Eagle. Whether Yahoo succeeds depends on Fire Eagle’s adoption by consumers, and whether it catches fire with the developers that it needs.

How Yahoo makes money from Fire Eagle is less clear, though there are several obvious options. One is to incorporate location into its online advertising services. If advertisers know where you are, they can entice you with deals/coupons/menus on the spot.  Yahoo could also help its partners, whether they are advertisers or application developers incorporate more location into their services with better software development tools that would take advantage of Fire Eagle. Presumably the partners would pay for those tools and expertise.

In every case, whether it’s a social network or an advertiser, a person’s location will only be made available to those services that individuals approve. And if you don’t want anyone to know where you are – illicit affair, job interview – you have the option of hiding your location for a period of time you determine, or even lying.

“We think it’s a good idea that users can lie about where they are,” says Tom Coates, head of product at Yahoo’s Brickhouse. “Like I don’t always tell my mother where I am.”

When did Yahoo hire George Orwell?

Posted By Spencer, Annapolis, MD : August 27, 2008 11:45 am

I know my wife isnt going to Starbucks in the mourning! I cant wait to bust her.

Posted By Cali : August 19, 2008 7:21 am

why stoop to such a low level that you have to spy on your girlfriend??

if you think she’s cheating, ask her. if you feel so insecure about such a thing, dump her and learn to live alone because you can’t handle the ‘thoughts’ such as infidelity.

the problem here is not her, it is YOU.

if she wants to be with someone else, let her…move on…get your life moving the way you want it to.

don’t make excuses and continue down that road….pick a new path and make the best of it.

but to put a final nail in this conversation coffin….

if you think she’s cheating on you, she probably is!

it’s only your fault that you stay in a relationship like that.

Posted By maddawg, Wash. DC : August 15, 2008 8:08 am

I’m right here.

Posted By Boise, ID : August 14, 2008 9:58 pm

im gonna use this to spy on my girlfirend. i think shes cheating on me.

Posted By ned kearns, irving texas : August 14, 2008 10:35 am

This is nothing new. As long as the internet is based on IP addresses, anyone can tell where anyone else is.

Also, Fire Eagle and IP address tracing only can get acurate to about a block or so away.

Posted By Brian LaClair, Essex Vermont : August 14, 2008 9:44 am

Wow, people get excited over the silliest things. If you want to get upset, check out GPS trackers. You crazy exboyfriend can buy this tiny little black box and tuck it under your car. It sends back the GPS signal regularly to the subscriber. Available to the public, and the advertisement is now a common pop-up ad when I use google.

Posted By North east, MD : August 14, 2008 9:22 am

I know where you are and so does the government… Nice butt….

Posted By HAHAHA in NYC : August 14, 2008 9:18 am

Go to Zabasearch.com and type in your name….More than likely it will give you your entire history with links to personal information and where you have live for the last 20 years phone numbers and all..

Posted By Hiding Under a Rock n D.C. : August 14, 2008 9:16 am

If you have a cell phone some already knows where you are….

Posted By Sisterhood of the Traveling Pants 2 (The Lesbo Story) : August 14, 2008 9:14 am

this is just another way for the gov’t and feds to ease-drop on what the populous is doing.. there is no privacy anymore..

Posted By TeeGee, Linden, New Jersey : August 14, 2008 9:10 am

For those of you who walk around with
cell phones glued to your head, I can
only imagine how cool this will look
on some Pentagon monitor………..

Posted By Anthony, wilmington, NC : August 14, 2008 9:09 am

Hello.., just a comment. I “don’t” want anyone to know where I live. What happened to privacy ? Mike, Butte, Montana

Posted By Mike, Butte, Montana : August 14, 2008 8:28 am

Makes me think maybe Yahoo should have sold to Microsoft – this is pretty lamo!

Posted By Jake, Seattle WA : August 14, 2008 2:42 am

Time to cancel my Yahoo! account I suppose. Like any online service it can and will be abused, can and will be hacked. Just one more way to get yourself in hot water as the victim of hacking. No thanks. I want more privacy, not less.

Posted By Sean Wilson : August 14, 2008 1:43 am

“We think it’s a good idea that users can lie about where they are,” says Tom Coates, head of product at Yahoo’s Brickhouse.

Posted By Morgan Painter, madison, wi : August 14, 2008 12:32 am

Or this could be a GREAT tool for a Pshyco girlfriend trying to track you down. Maybe Big Bro could find a couple good uses…. Yahoo, you suck.

Posted By Mjill, San Diego CA : August 14, 2008 12:29 am

this is not going to broadcast your location. it is simply going to customize the site based on your location. i.e. show news from your area, restaurants, etc. get a grip people.

Posted By web developer, IL : August 14, 2008 12:22 am

Bah… use anonymous proxy…

Posted By Jim, Anytown, World : August 13, 2008 11:46 pm

Google and Yahoo are both becoming or already are bloated, redundant, unfocused companies. Yahoo’s worse if you ask me. Google’s developments are more apt and streamlined, with all-around better interfaces and far less intrusive software. Yahoo hasn’t really got much going for it other than Flickr. I guess it’s instant messenger is still much more preferable to MSN, but that isn’t saying much. Yahoo’s Answers concept probably looked very good on paper; but in practice, it’s completely useless. I shudder to think of how much Answers has cost them.

Ultimately it would benefit either company, or any company really, to pick a direction and stick with it. Google has done a far better job of “branching out” in terms of developing web applications and new contexts for metadata and networking, etc, but a loss of focus and direction will only result with lots of money wasted on useless developments and applications nobody cares about.

Ultimately Fire Eagle is just going to be one more “service” I don’t use, along with every application mentioned in the article.

I just don’t see it catching on.

Posted By Juliana Jaeger, Seattle, Washington : August 13, 2008 11:00 pm

http://www.searchtheentirecraigslist.com knows where the items you are looking for are located at ALL times!

Posted By Paul South Florida : August 13, 2008 10:06 pm

“This is not good. Tragedy waiting to happen. Another tool for predators: child/sex/both.” Posted By James, Indy IN . Another idiot adding more paranoia to the world.

Posted By Cebu, Philippines : August 13, 2008 9:13 pm

Just what I’ve always wanted!!! Advertisements on my cell phone because I happen to be driving by some place. Wow, just think of all the places I would now know to refuse to do business with.

Posted By Charlie, San Antonio, TX : August 13, 2008 7:12 pm

I can hear the morons now: “I will have no privacy, I gotta have my privacy, what about my privacy.”

Posted By Fedupville, IL : August 13, 2008 7:01 pm

Doug is correct, this is not a new technology what so ever. Porn sites have been using it for years and there is a site Ziggs.com where you can see the location of people that have googled you. This may be new for corporate giants like Yahoo but by no means is the technology new.

Personally, I think the wider implementation of this technology is pretty neat.

Posted By Nate, Somerville, MA : August 13, 2008 6:47 pm

k. What makes this ‘less evil’ just because it isn’t by Google? Presumably this fully adheres to a strict ‘opt in’ principle in all aspects; otherwise there goes your privacy. And, I’d better not be charged for any bandwidth/use costs for things I didn’t want pushed to my mobile device.

Posted By Skeptic, Los Angeles, CA : August 13, 2008 6:21 pm

It seems to me that they will just give your information away, even if you tell them not to. how many of us get spam on brand new e-mail addresses that are virgin? yes, sign up once, and everyone will know where you are. FOREVER!

Posted By Thor, Orem, Utah : August 13, 2008 6:01 pm

Next up on Yahoo’s list… WaterEagle… a half-breed of eagle species with gills! yey!

Posted By Bored, Here, Now : August 13, 2008 5:27 pm

Drama, oh, help, “this is not good” – grow up.

Posted By oh please, USA : August 13, 2008 2:48 pm

Why would I want everyone to know where I am at all times?

Posted By Jim, Kalamazoo, MI : August 13, 2008 2:39 pm

This is so old school. Porn sites have been doing this for years.

Posted By Doug from Allentown, PA : August 13, 2008 12:08 pm

This is not good. Tragedy waiting to happen. Another tool for predators: child/sex/both.

Posted By James, Indy IN : August 13, 2008 4:07 am

Go Yahoo

Google is more evil these days.

Posted By Anonymous : August 12, 2008 10:06 pm
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