Toktumi's Line2 iPhone App Can Turn an Ipod Touch Into a Phone

Check out this neat article from the NY Times; but, didn't the Google Voice Iphone app exist before Line2?

Line2 seemed to have better luck with Apple's Iphone approval process and certainly mixes up things a bit more in the marketplace.  

IPhone App to Sidestep AT&T

by David Pogue
Thursday, March 25, 2010

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For a little $1 iPhone app, Line2 sure has the potential to shake up an entire industry.

It can save you money. It can make calls whereAT&T's (T) signal is weak, like indoors. It can turn an iPod Touch into a full-blown cellphone.

And it can ruin the sleep of cellphone executives everywhere.

Line2 gives your iPhone a second phone number -- a second phone line, complete with its own contacts list, voice mail, and so on. The company behind it, Toktumi (get it?), imagines that you'll distribute the Line2 number to business contacts, and your regular iPhone number to friends and family. Your second line can be an 800 number, if you wish, or you can transfer an existing number.

To that end, Toktumi offers, on its Web site, a raft of Google (GOOG) Voice-ish features that are intended to help a small businesses look bigger: call screening, Do Not Disturb hours and voice mail messages sent to you as e-mail. You can create an "automated attendant" -- "Press 1 for sales," "Press 2 for accounting," and so on -- that routes incoming calls to other phone numbers. Or, if you're pretending to be a bigger business than you are, route them all to yourself.

The Line2 app is a carbon copy, a visual clone, of the iPhone's own phone software. The dialing pad, your iPhone Contacts list, your recent calls list and visual voice mail all look just like the iPhone's.

(Let's pause for a moment here to blink, dumbfounded, at that point. Apple's (AAPL) rules prohibit App Store programs that look or work too much like the iPhone's own built-in apps. For example, Apple rejected the Google Voice app because, as Apple explained to the Federal Communications Commission, it works "by replacing the iPhone's core mobile telephone functionality and Apple user interface with its own user interface for telephone calls." That is exactly what Line2 does. Oh well -- the Jobs works in mysterious ways.)

So you have a second line on your iPhone. But that's not the best part.

Line2 also turns the iPhone into a dual-mode phone. That is, it can make and receive calls either using either the AT&T airwaves as usual, or -- now this is the best part -- over the Internet. Any time you're in a wireless hot spot, Line2 places its calls over Wi-Fi instead of AT&T's network.

That's a game-changer. Where, after all, is cellphone reception generally the worst? Right -- indoors. In your house or your office building, precisely where you have Wi-Fi. Line2 in Wi-Fi means rock-solid, confident reception indoors.

Line2 also runs on the iPod Touch. When you're in a Wi-Fi hot spot, your Touch is now a full-blown cellphone, and you don't owe AT&T a penny.

But wait, there's more.

Turns out Wi-Fi calls don't use up any AT&T minutes. You can talk all day long, without ever worrying about going over your monthly allotment of minutes. Wi-Fi calls are free forever.

Well, not quite free; Line2 service costs $15 a month (after a 30-day free trial).

But here's one of those cases where spending more could save you money. If you're in a Wi-Fi hot spot most of the time (at work, for example), that's an awful lot of calling you can do in Wi-Fi -- probably enough to downgrade your AT&T plan to one that gives you fewer minutes. If you're on the 900-minute or unlimited plan ($90 or $100 a month), for example, you might be able to get away with the 450-minute plan ($70). Even with Line2's fee, you're saving $5 or $15 a month.

Line2 also lets you call overseas phone numbers for Skype-like rates: 2 to 5 cents a minute to most countries. (A full table of rates is available at toktumi.com.) As a handy globetrotters' bonus, calls home to numbers in the United States from overseas hot spots are free.

All of these benefits come to you when you're in a Wi-Fi hot spot, because your calls are carried by the Internet instead of by AT&T. Interestingly enough, though, Line2 can also make Internet calls even when you're not in a hot spot.

It can, at your option, place calls over AT&T's 3G data network, where it's available. Every iPhone plan includes unlimited use of this 3G network -- it's how your iPhone sends e-mail and surfs the Web. So once again, Line2 calls don't use up any of your monthly voice minutes.

Unfortunately, voice connections on the 3G network aren't as strong and reliable as the voice or Wi-Fi methods. Cellular data networks aren't made for seamless handoffs from cell tower to tower as you drive, for example -- there's not much need for it if you're just doing e-mail and Web -- so dropped calls are more likely. Fortunately, if you're on a 3G data-network call and you walk into a hot spot, Line2 switches to the more reliable Wi-Fi network seamlessly, in midcall.

Whenever you do have an Internet connection -- either Wi-Fi or a strong 3G area -- you're in for a startling treat. If you and your calling partner are both Line2 subscribers, Line2 kicks you into superhigh audio-quality mode (16-bit mode, as the techies call it).

Your calling partners sound as if they're speaking right into the mike at an FM radio station. It's almost too clear; you hear the other person's breathing, lip smacks, clothing rustling and so on. After years of suffering through awful cellphone audio, it's quite a revelation to hear what you've been missing.

Now, this all sounds wonderful, and Line2 generally is wonderful. But there's room for improvement.

First, as you've no doubt already concluded, understanding Line2 is complicated. You have three different ways to make calls, each with pros and cons.

You miss a certain degree of refinement, too. The dialing pad doesn't make touch-tone sounds as you tap the keys. There's no Favorites list within the Line2 app. You can't get or send text messages on your Line2 line. (The company says it will fix all this soon.)

There's a faint hiss on Line2 calls, as if you're on a long-distance call in 1970. The company says that it deliberately introduces this "comfort noise" to reassure you that you're still connected, but it's unnecessary. And sometimes there's a voice delay of a half-second or so (of course, you sometimes get that on regular cellphone calls, too).

Finally, a note about incoming calls. If the Line2 app is open at the time, you're connected via Wi-Fi, if available. If it's not running, the call comes in through AT&T, so you lose the benefits of Wi-Fi calling. In short, until Apple blesses the iPhone with multitasking software, you have to leave Line2 open whenever you put the phone to sleep. That's awkward.

Still, Line2 is the first app that can receive incoming calls via either Wi-Fi or cellular voice, so you get the call even if the app isn't running. That's one of several advantages that distinguish it from other voice-over-Internet apps like Skype and TruPhone.

Another example: If you're on a Wi-Fi call using those other programs, and someone calls your regular iPhone number, your first call is unceremoniously disconnected. Line2, on the other hand, offers you the chance to decline the incoming call without losing your Wi-Fi call.

Those rival apps also lack Line2's call-management features, visual voice mail and conference calling with up to 20 other people. And Line2 is the only app that gives you a choice of call methods for incoming and outgoing calls.

All of this should rattle cell industry executives, because let's face it: the Internet tends to make things free. Cell carriers go through life hoping nobody notices the cellephant in the room: that once everybody starts making free calls over the Internet, it's Game Over for the dollars-for-minutes model.

Line2, however, brings us one big step closer to that very future. It's going to be a wild ride.

Thank you NYTimes.com!

Brands Take Notice: Tap on Hispanics Online Presence and Influence to Maximize your Reach

I would like to share an article I wrote for Karma Media Labs about Hispanics and their place in Social Media these days...Enjoy!

HISPANICS: The Majority Minority and Its Influence in Social Media

Posted on Mar 3, 2010
by Reese Ramos
As a friend pointed out to me recently, one of the subjects that is starting to get as much press as sports lately (Tiger Woods & Olympics aside) is the national Census, which will determine how rapidly has the U.S. Hispanic population grown in the last ten years, as according to the last census, Hispanics made up 15% of the total US population.

Currently there are over 46 million people of Hispanic origin or descent in the U.S., and is estimated that by the time 2010 census is completed this number will surpass the 50 million mark, making it the fastest growing and largest minority group in the United States.  This majority minority is quite evident in urban centers of various states like: Florida, New York, California, Texas and New Mexico; for instance, in Los Angeles County, Hispanics make up the largest ethnic group.

The growth on this minority is not only evident on its total numbers among the US population, but its online penetration and presence has also increased tremendously within the last decade.
According to eMarketer there are currently over 26 million Hispanics using the Internet everyday, and that number is growing just as fast as the total number of people within this minority, and by the end of 2012, it is estimated that there will be nearly 30 million Hispanics on the Web.


People who have telecommunications services, such as a home telephone and a personal computer with Internet access, are able to effectively engage the global market economy, meaningfully participate in political discourse, and socially interact within the global village. People without home telephones and personal computers with Internet access risk being left behind, disconnected from the global village.  But the latter is not the case for Hispanics, as they are closing the usage gap with the general market, and they have a pursuing passion about going online and trust the information they find there.  Between 2006 and 2008 Hispanics showed a significant increase in Internet use among any group, as a result of having broadband Internet access at home or at school.

AOL completed a recent cyber study about Hispanics that provides with some great findings about the current online trends among this social group that tends to be much younger than the general population, as the study shows that 46% of Online Hispanics are under 35 years old, compared to just 28% of the US internet population.

These young Hispanics are considered the power users among this group, as they log on the most, and have more confidence in online product ratings than the opinions of their friends.  They find the Internet as a place of discovery and connection where they can meet people, read about the latest current events, keep up with the latest trends and find the best deals.  They find the Internet as their medium of information and choice for socialization.  Hispanics online are early adopters, as they are more adventurous and eager to try new media communication formats and technologies.  This group spends over 24 hours per week on the web, connecting over half the time via mobile and other devices.  The study indicates that Hispanics are highly engaged Internet users, accessing through more devices than non-Hispanics, which demonstrates a high level of comfort with and willingness to try new technologies.

Another key finding in this study is that younger Hispanics online users prefer English language online media.  They find the English site as more comprehensive, more detailed, more useful, and offering much better deals and options to them than the Spanish language counterparts. The preference for English among the younger segments is due to the fact that young Hispanics are more acculturated and more engaged in the digital lifestyle.  And In other cases older users among this group may choose Spanish language sites because it provides them with a more familiar voice that reminds them of their home country. But all in all, they are all looking for one thing in common, the best online experience possible.

Hispanics have for sometime now have made an impact in traditional media, and now they are also becoming a very influential group in non-traditional media as well. Hispanic consumers view the Internet as a very important information source in the purchase decision-making process. They look to the Internet to learn about products, brands, features, stores and pricing, and what’s the best fit for them.  And the rest is up to the brands, whether or not they take full advantage of this goldmine the best way possible.  In turn, companies should always do is listen to the consumer and provide to them with what they want.  This may also mean reaching out to key influencers within a selected group that can act as brand ambassadors for their community, and in return the readers/followers of these influencers will listen to them and to their recommendations, providing a brand with quality trusted maximum exposure.

Below are a couple of examples of influential Hispanic people in the digital space who have made a difference in making their voices heard and recruiting a fan base.  They also clearly follow the latest trends in terms of what Hispanics are looking for online and the undeniable power this group has overall.



Hispanic Profiles
Matt Reyes, a Texas consultant who in less than two years has grown his forum for Latino Twitter fans, called Twitteros.  It only took Reyes a month to design and create Twitteros, a social networking site to extend the conversation from Twitter among Latino users, in December 2008 and now he has thousands of Hispanic subscribers from all over the country and Latin America. According to the website the site reaches over two thousand users every month and 74 percent of them are in the United States. It skews toward educated, middle aged people with a slightly higher percent of men than women.  The site is in English and its audience is predominantly bilingual.

Similarly in California, in October of 2007 Juan Carlos Perez Jr. launched MiAltos.com, a website for fans of Jalisco, Mexico, their families and friends, and whose goal is to reconnect friends and families that have been distanced due to emigration to the United States. Members are able to share and reconnect their lives by sharing pictures, posting blogs, and actively participating in meaningful discussions.  His website is noteworthy because it is based in Ontario, California and 90 percent of his five thousand plus registered members, and over 30 thousand monthly visitors are in the United States.  The site is in Spanish and the audience is predominantly recent Mexican émigrés and older generation Hispanics residing in Southern California.
Twitteros and MiAltos has been a great success because they cater to a very focused group of people and are both able to provide them with content they cannot find anywhere else.

Stay tuned for what the 2010 national Census will tell, perhaps that way brands will finally take this group seriously!
Reese Ramos is Director of Digital Publicity with KARMA Media Labs.