Frucall is a new service that allows you to check prices on your cellphone. When you're out shopping, you just dial 1-888-DO-FRUCALL and type or read the product's barcode into your phone. Frucall then searches Amazon and Yahoo! Shopping and returns the prices - they claim this can be done in around 10 seconds. You can also bookmark items using the voice menu and listen to customer reviews. The business model is straightforward: they're implementing a system that will let you buy items right there on your phone. They're also adding some lightweight social networking features.
This is a neat idea that puts the customer back in control. It's also extremely accessible to the non-tech crowd - you don't even need to register on the site. The next problem is marketing: a deal with a major online retailer (Amazon?) would be worth pursuing.
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