Wait, wait, don ‘ t tell me … it ‘ s a … no wait … a phone
(Ok, yes the title is copied from the famous show on public radio, but my friend really said that out loud)
Just for fun yesterday, I handed a phone I've been trialing over to a friend of mine at dinner last night. I didn't tell her what it was, who made it, etc.
She really said, "wait … wait, don't tell me, I want to guess."
Her dialogue as she tried to first guess what the device was and then try to use it:
"I see a microphone; therefore, it must be a voice recorder."
"Ok, it has a play button so there must be MP3's."
"How do you turn this on?"
"What does it do"
Now she's trying to break it open by looking for hinges.
(breaking it open fails)
Now just randomly hitting buttons to make something happen. Finally it lights up.
"Oh, I see, it lights up."
Now it is playing music.
"Ok, I don't know how I got it to do that."
"Hips don't lie" is now playing in the restaurant at high volume and she can't get it to turn off.
She hits a few more buttons.
"Ok, you (me) have this device so it MUST be a phone. How do you dial?"
Now there is more of trying to break the phone apart. Finally a hinge unlocks and the phone opens to reveal a keyboard.
"Ah, it is a phone."
More investigation and an attempt to make a call.
"How do you answer this when someone calls?"
Anyway, that is enough dialogue to get the point across. My friend has worked in the technology sector for more than ten years, has an ipod, large flat screen, HDTV, etc. – so not a tech-newbie.
Most consumers are still making carrier selections on the quality of the voice coverage and low cost service plans. Selling music and video services can not compromise the voice service – even the UI on the handset.