• by Laurie Sullivan  @lauriesullivan, May 31, 2010

Springo will release an iPad application this month allowing consumers to visually navigate the Web. The company already offers a Web site and Firefox browser plug-in for the PC. Both initially launched in Israel. Founder Aviv Refuah says it augments traditional searches.

Israeli-based Netex, Springo's parent company, developed the technology and secured the patent for Internet direct navigation. For example, Springo's home page on the PC acts as a portal to some of the top Web sites on the Web as well as providing recommendations.

Consumers also can download the Firefox browser add-on or access the site from any Web browser. It allows consumers to type a Web site's name directly into the address bar or search box. The query is rerouted to a Web site, without getting search results to choose from. Once Springo Express is downloaded, the browser automatically recognizes the commands in the search box. The iPad application will navigate the Web similarly.

Refuah, who founded the company at 17, believes Springo is the answer to visual navigation on the Web, especially on the iPad and smartphones. He says the visual navigation tool won't replace Google and Bing search engines or change consumer behavior, but rather will enhance the experience. When someone searches the Web using a traditional engine like Google or Bing, Springo Express will serve up complementary listings in the left-hand rail of the browser to provide visual results that fit the search query.

The sites that serve up are based on algorithms that determine the most popular Web sites based on traffic and relevance. If the first four that appear on the top page are not relevant, the tool serves up to 100 results.

"We have no plans to give Webmasters the power through back links, similar to Google," Refuah says. "This is a problem because they influence ranking results. We will continue to sort the Web sites based on traffic volume and popularity of users."

In the long term, Springo's business model will focus on advertising and premium services for consumers. Refuah plans to implement these models after Springo gains traction in the U.S. Refuah says Springo will give companies the ability to advertise a specific Web site, but not a page, similar to Google AdWords. The ad model will not rely on keywords, but rather relevancy will become a factor when promoting a site.

Aside from working to implement a variety of new features, Springo continues to explore partnerships. The company also offers service in Russia through a franchise agreement with the ISP Kron Telecom. Refuah says the two offer integration with Web services.