Certainly click-to-call has limitations and risks for abuse, but implemented correctly it can offer clear advantaged for certain web service providers.  Contrary to some reports, Google’s click-to-call was not pulled (it is still functioning).

Integrated into web based services such as Salesforce.com, Mailroom (woot!), Basecamp ~ our Podcall functionality can offer unique social interactions and services previously difficult to implement and afford.

Yesterday I had an interesting call from a prospective Podcall customer and a feature we had previously not announced came up.  While we provide the phone system, network interconnection and API hooks we don’t necessarily have to provide the minutes.  If you want to negotiate your own wholesale minute rate we can simply connect to your provider and let you pay them directly.  No need for us to markup the dial-tone costs.  (our pricing for North America is currently around 2.5 cents per minute)

In a move that reflects the current direction of the Big in Japan business, we are launching our first true tool set ~ an API to allow web applications to build in robust voice features  that are built, managed and hosted by Big in Japan. Big in Japan doesn’t want to build the applications you use, we want to make the applications your deliver better! Think BASF for web services.

We have been providing Voice 2.0 integrated applications as dedicated services for quite some time. Now we are offering a robust API (application programming interface) that allows any web developer or application developer to integrated custom phone features into their application.  The first API provides hooks into our Podcall system.  The API work regardless of the web technology (Ruby on Rails, PHP, Flash and of course simple HTML to name a few). Want to offer this sort of functionality found on Google:

Originally built to allow for quick and easy integration for Courtney Cox’s new television show Dirt, the Big in Japan team is opening the API for any developer who needs access to a telephone system. What can it do? The possibilities are endless. Start with simple functions like providing messages or wake-up calls to your users or clients. Then build interesting dating applications to connect people together. Or create robust identity verification system for your services for payment processing or demographic data collection. The system is robust and the applications are limitless.

According to INC Magazine, our PodServe solution is best for podcasting.  To be honest, we have not been investing much time in our free tools.  Instead we have focused our attention on the enterprise market for white label versions of the tools.  Our latest project is for a major television studio and their hit series.  PodServe, with Podcall functionality, will allow their cast, crew, directors and writers to interact directly with their viewers.

We need to remember that much of our ‘paying business’ comes as a result of the free tools we launched last year.  I personally will make an effort to keep our free tools.  In the meantime we will take the praise from INC and redouble our efforts.  Nice that we are sitting between two heavy-hitters like Yahoo and Six Apart.  Here is the scoop: