• by Tameka Kee , July 27, 2007

Sprint has partnered with Google to create a WiMAX portal that will house Web-based applications, social networking and search--creating an opportunity for marketers to reach consumers with a digital message wherever they are, and on any available device.

In the as-yet unnamed portal, Sprint's high-speed wireless service (which includes location detection) will be combined with Google Apps (including e-mail, chat and calendaring), allowing consumers to browse the Web, buy products on-demand, and stream media on devices ranging from laptops and PDAs to phones and music players.

"This is a play to get Internet access in a very broadband way through a number of different devices," said Peter Cannistra, director of Sprint's mobile broadband business. "WiMAX is being built out for laptops and fixed computers, but we're working to put the chips into wide array of consumer electronics."

This tech build-out of Sprint's $3 billion multi-year WiMAX investment will create a one-stop destination for content publishers, advertisers, and marketing agencies to geographically target consumers in real-time.

"With the location and presence info that will be available, a user could pinpoint where his or her friends are with a specific device and coordinate plans to go to dinner," said Cannistra. Then, assuming those consumers have opted-in to receive promotions and messages, a local restaurant with a specific deal could send relevant info to the entire group.

Any ad revenue generated by Sprint customers' use of the portal will be split between both companies. Sprint will also pay for some of the services that Google will provide, although neither company released any specific financial details.

Sprint plans a beta rollout of WiMAX service (including Google Apps) in Chicago, Baltimore and Washington, DC by the end of this year, with more widespread service available by April of 2008.