Florian Seroussi's Blog

True mess, wrong phone.

Monday, December 7th, 2009

Jeremie Berrebi wanted me to read Getting Real by 37Signals. I highly recommend it to anyone planning to launch a startup. Their caveats, disclaimers, and other preemptive strikes says it all:

“… the ideas in this book won’t apply to every project under
the sun. If you are building a weapons system, a nuclear control
plant, a banking system for millions of customers, or some other
life/finance-critical system, you’re going to balk at some of our
laissez-faire attitude.
Don’t get huffy if you read some of our advice and it reminds
you of something you read about already on so and so’s weblog
or in some book published 20 years ago. It’s definitely possible.”

Some precious advice found in the book came back to me after reading Truphone’s blog earlier today. Truphone is a VOIP – Voice Over Internet- provider.  Their mission is to offer “free and low-cost international calls”. Every attempt to bring down price of telecommunication is a good one as long as you remember to Keep It Simple Stupid – KISS.

Here is basically what Truphone came up with: get a Truphone account online, buy an iPod Touch, get a contract with a carrier for an always-on portable device (MiFi type), add a 24 months contract, buy a headset with microphone built-in, add funds to your Truphone account and you are good to go for low cost telecommunication of the 21^st century.
This is the most ridiculous telecom offer I’ve ever seem.
Subscribers are ready to pay additional dollars for convenience i.e. they are not ready to sacrifice simplicity to save 2 cts on a telephone call.

“Conventional wisdom says that to beat your competitors you need to one-up them. If they have four features, you need five (or 15, or 25). If they’re spending x, you need to spend xx. If they have 20, you need 30.
This sort of one-upping Cold War mentality is a dead-end. It’s an expensive, defensive, and paranoid way of building products.
Defensive, paranoid companies can’t think ahead,
they can only think behind. They don’t lead, they follow.
So what to do then? The answer is less. Do less than your
competitors to beat them. Solve the simple problems
and leave the hairy, difficult, nasty problems to
everyone else. Instead of one-upping, try one-downing.
Instead of outdoing, try underdoing.”

There will be 3 kinds of comments after this post, some saying I don’t understand nothing about innovation, some saying I’m an ass for trashing a competitor and certainly a bunch of comments for Viagra and male enhancement. So here comes the natural disclaimer: I have a lot of respect for competition and doers. Truphone does great things and I have used their service several times. They are not a competitor of my core business Global Roaming. Never was. At Global Roaming we do one thing and one only: providing a hassle-free SIM card for travelers.

There is an ongoing temptation to start ‘innovating’ in a wrong way by adding a bunch of useless features just to prove we can do it. Think market adoption, simplicity, sales pitch and PR before you sign off on a R&D project.

“The secret to building half a product instead of a half-ass
product is saying no.
Each time you say yes to a feature, you’re adopting a child. You
have to take your baby through a whole chain of events (e.g.
design, implementation, testing, etc.). And once that feature’s
out there, you’re stuck with it. Just try to take a released feature
away from customers and see how pissed off they get.”

Bottom line Truphone has used heavy dollars to develop a feature that has zero need. What’s next – turn my watch into a Truphone capable device?

Tags: complex, failure, global roaming, ipod, marketing, mifi, simcard, Telecom, truphone, voip
Posted in Apple, Geek, iPhone, Technology, Telecom | 3 Comments »