Comments on: Design is like branding…

By: Bush

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By: Ruben Sun

Ruben Sun — Tue, 25 Sep 2007 22:13:10 +0000

The challenge is in not marketing but rather in product development.creating the right device at a perfect competitive pricepoint.as of now we’re finding complex handsets (like the razr) for 40 or 50 bones (considering that you update your contract) and just 122 bones for the moto krzr… and economies of scale and consolidation of R&D is entailed in keeping that price where it is…to create a simple phone will require additional and substantial amounts of R&D for a product where margins will most likely be very low. it aint easy making a phone that’s small, lasts long, and has good usability… and it’s been tried… see the diminutive Sony Ericsson T600 and the Motorola V70. These phones were created right about when they decided to incorporate cameras into just about any and every cellphone available.The SE T600 has been my favorite phone by far too date… for all the reasons mentioned above…I’m not saying it’s impossible, but it’ll take loads of commitment and nerves.

By: Danny

Danny — Tue, 25 Sep 2007 15:47:36 +0000

Elephant,

If I had the choice between say a razr and a nicely designed, small phone, I’d choose the latter. But you’re right, it would have to be well designed, and SMALL. If it’s just a POS phone, then no it wouldn’t survive. But if the features traded were worth it: smaller size, extended battery time (can I take it out of town for a weekend without bringing a charger?), etc, instead of big color screen, internet surfing, and a camera, then yes, I think there’s a segment of the market that it would appeal to.

By: The Elephant

The Elephant — Tue, 25 Sep 2007 15:38:57 +0000

I applaud simplicity, but the only time ive seen such a phone advertised is in places like Parade magazine and it’s directed toward Boomers and older. Do you think that a sleek & simple phone could actually sell? I hope so, but I’m not sure…

By: gl hoffman

gl hoffman — Tue, 25 Sep 2007 13:20:16 +0000

I am totally in agreement and have made a career, actually, at discovering simplicity as a differentiator. BTW, I just got an IPHONE—the big feature for ME…big phone buttons.http://blogs.jobdig.com/wwds/2007/09/24/more-features-and-big-buttons/

By: Danny Nathan

Danny Nathan — Tue, 25 Sep 2007 12:36:55 +0000

Ruben, I don’t see what Europe and Asia have to do with the possibility of marketing a simple phone in the US. Not to mention, Clarkson’s article was written for and ran in a European paper, so clearly the US market isn’t the only place where a simple device could exist. I understand that they use their phones differently than we do, but we’re a pretty large market over here. Short of buying an iPhone (can we say phone innovation coming out of the US?), I’d much prefer to have a tiny, camera-less phone with a smaller screen that takes up no space in my pocket. Or give me the phone out of iRobot that’s just an earpiece.

By: Ruben Sun

Ruben Sun — Tue, 25 Sep 2007 01:03:25 +0000

The problem with this issue is that the window of opportunity for this type of innovation has passed.Mobile technology is driven by European and Asiatic countries whose needs are different from the US’s. Per PSFK’s excellent trend spotting we have learned that in pockets of asia and africa, 1st hand experience with the internet comes through mobile device experiences. Here in the states we generally get hand me downs and 2nd or 3rd generation technology.Though the opportunity for the creation of a simple and reliable cellphone has passed us by there are possible opportunities with mobile VOIP/WiFi phones.