A mobile for Lassie

According to Pc Magazine Petscell will try to take advantage of a market worth $34bn per year in the US alone, by selling mobile phones for cats and dogs. Dog owners will be able to track their pets through a GPS chip and a digital camera and to talk to them through a microphone (?!!?). The mobile phone will also feature a “call owner” button which I presume will be used by eventual pets’ finder to get in touch with the owner.