Feature Phone Evolution

My recent discussions of smart phone evolution and defining smart versus feature phones have left an obvious question: what should feature phone manufacturers do to compete?

To be clear, I am talking about devices with voice, text, web, and application (Java ME, BREW, etc.) capability. These devices typically have a user interface unique to a single manufacturer, a third party web browser, and a Java environment. The devices are subject to the desires of the more assertive carriers (including DoCoMo, Sprint, Verizon, Telus Mobility, and Virgin Mobile), though some device manufacturers resist.

Alas, the carriers' requirements frequently are inconsistent with how the balance of the device is designed. Consider the Motorola RAZR. The unlocked GSM version is actually quite nice, and enjoyable to use. It certainly has a number of problems, but it is middle of the road in terms of how it works. The Verizon version is profoundly broken. Verizon had shifted the UI and had no way to simply launch the browser except by using the left arrow on the rocker. Cingular's design is better, but quite muddled in terms of architecture. Oh, and one device has a "center soft key"; the other doesn't and users have to instead know to use the select button to pop up a menu.

On device applications (browsers, Java environment, media players, and sometimes others) are designed and developed by independent vendors. There is little consistency in user interface, and no integration of data. It is as if the user had simply acquired software for a naked device. In many ways, that would be better because then the user could understand what is the native device and what is layered on top.

On the other hand, feature phone manufacturers have some key strengths. Nobody is expecting a feature phone to do everything new that comes along, so it can focus on a smaller number of tasks. Further, the lower price makes for higher volumes and hence economies of scale ... if the manufacturer can avoid major customization costs.

The existence of platforms like Java, BREW, and Flash Lite provide the feature phone the opportunity to compete with smart phones without the extra expense. Sure, application launching may be a little more awkward and features may be missing, but that special application could still be downloaded. Lower end processors are not that much less capable than smart phone processors, particularly when the device needs streaming video capabilities.

If I were running a "feature phone" product line, I would:

• Regularlize software across devices, particularly with regards to user experience (more like Nokia, less like Samsung)
• Take control of the user interface. Ensure that vendor applications are consistent with the native user interface; this is particularly a problem for Java.
• Accelerate launch times for Java, BREW, and other applications. Ensure that the application environments are optimized, not simply functional.
• Create an abstraction layer for softkey management so complying with carrier requirements is simplified.
• Expose the API. Allow Java and BREW applications access to device data and hardware such as the camera, the music lists, and the calendar.
• Keep the voice emphasis. If the user wants a device with web focus, she'll probably be getting a smart phone anyhow. Thus make voice calls and messaging easy to do.
• Create different software loads for the same hardware, based on user needs. This software load might be more information focused; that one might be more music focused. Consider modularizing so that users can download desired features ... perhaps for additional cost.

The feature that PDA phone manufacturers and carriers should incorporate to significantly improve the user interface is the Phraze-It Keyboard 2.0.

With the Phraze-It Keyboard 2.0, users type with their index fingers directly on large on-screen keys of their Pocket PC phones. The stylus-free Phraze-It Keyboard is based upon patented technologies. Read about this software application at www.prevalentdevices.com Key features include:
1. Large finger typing keys – type with your index finger
2. Large finger typing keys – hold and thumb with the same hand – (unlike slide out QWERTY keyboards that bulk up a PDA phone and add cost )- users can stand and enter text
3. Ample room on the screen to view and edit 6 lines of text
4. Full computer keyboard functionality – letters, numbers, punctuation, symbols
5. Input in multiple languages
6. Convenience – lose the stylus, leave the laptop at home, file the add-on keyboard in the circular file
7. No need for predictive dictionary, but can work with it.

The stylus-free Phraze-It Keyboard lets users type text naturally, comfortably, accurately and efficiently. With the Phraze-It Keyboard, you can type complete sentences or paragraphs, including punctuation.

Of course, “feature phones” are not “PDA phones” and tend to not have touch input. The above comment would be better applied to a different entry.

Regardless, this keyboard may be easier for some than using handwriting recognition. It does not seem to have a discernible advantage over its competitors in this space. I wouldn’t pay for this one, and it’s only available for Windows Mobile devices.

The Phraze-It Keyboard has many discernible advantages over its competition.

There is no other soft keyboard with the accuracy and convenience of the Phraze-It Keyboard 2.0 for Pocket PC.

For example:
1. You can type complete emails and text messages including punctuation and full sentences with the Phraze-It Keyboard 2.0 on large on-screen keys that you type with your fingers. The Phraze-It Keyboard also has keys large enough to hold and thumb with the same hand. There is no other keyboard that features these significant advantages.

2. What other touch screen keyboard features at least 6 lines of text that you have typed to view and edit in addition to offering large buttons for typing with your fingers?

3. Which other keyboard has just 15 large keys, with only one character on a key at a time for clarity vs. the cluttered QWERTY.

If you want to accomplish typing complete sentences, including punctuation into your Pocket PC on large keys with your index fingers or thumbs, the Phraze-It Keyboard for Pocket PCs is unique and delivers true mobile productivity for typing complete emails, text messages, memos, notes, reports etc.