By now the VOIP world knows of Truphone’s victory in court over mobile giant T-Mobile. Yesterday, UK Truphone won an injunction against T-Mobile blocking calls to Truphone users: For the last month, anyone calling a Truphone number on T-Mobile network would hear a "Number not in service" message. By Monday, July 23, T-Mobile has been instructed to start routing these calls.

There’s plenty of cheering on the Truphone website, http://truphone.blogspot.com/2007/07/truphone-wins-court-injunction-against.html but I have yet to find T-Mobile’s official or unofficial response. I couldn’t find anything on their website. In the spirit of gathering the whole picture, let me know if you find a company statement or interview anywhere. 

Andy takes some time walking us through why many great tech ideas fail. Know thy customer is the mantra here. Walk a day in their shoes.

I’ve worked for many companies in high tech where honestly the idea of actually talking to the customer was just too big or too complicated a prospect. Yes, lipservice was paid to market research, but for some reason it’s way easier to analyze a bunch of pie charts than talk one on one with the people you’re building for. 

I don’t know why this is so hard for companies to get right. Research is expensive which certainly has a lot to do with it, but I’ll say there is other deep rooted psychological trauma going on as well.

I mean, if you start talking with customers, they’ll start wanting stuff. These people are demanding! They want things done better, faster, simpler, more buttons, less buttons. They’re never satisfied. Don’t they understand what you’re trying to do? That the underlying technology of the thing is flat out amazing? So forget it, you just can’t talk to the customer because they’re high maintenance and don’t know what they need anyway. But we the Company do, and that’s what we’ll build.

Pause.

Okay, that got a little chippy. So I’ll conclude by saying that companies with the best of intentions can get lost in their own story. You still need to have the story, a damn good one, but you also need the wherewithall to put a great book in someone’s hands and have them read it.

What folks are using VOIP for…FierceVOIP reports that last year over 614 billion national long distance minute were served, compared with 382 billion local and 82 billion international LD (iLocus report).

In an article this week on TMCnet, the research firm TeleGeography reported that US subscribers using VOIP services rose 18 percent in the last quarter to 18.2 million with Vonage being the largest provider with 1.95 million subscribers. Why are they still the biggest?  Massive media campaigns on the web, TV, radio, and sporting events helps…a lot. And don’t forget the catchy jingle and celebrity endorsements. But all that stuff just gets the consumer to the web site (retail sales excluded). What happens after that?

Of course once the consumer turns into a subscriber, keeping them is a whole other story. This blog, as well as many others, has touched on what appears to be widespread customer service problems. In fact, I still get responses to a post back in September on the runaround I received when I wanted to cancel my Vonage service. And my story wasn’t even one of the crazier ones. (Check out Tom Keating.)

Since cancelling Vonage in August, I’ve been keeping busy blogging about the a wave of emerging voice over Internet services. I haven’t applied for any other national broadband phone service, like Primus or Shaw Digital Phone, in my area. I’m happy trying various softphones and of course my PhoneGnome.

But, I decided to take a fresh look at the Vonage web site and see if they are doing anything differently. In my opinion, for all their faults once they’ve got you, Vonage does a lot that’s right.

1) Clear description of services/plans above the fold, with enough text to explain what the plan is all about without clicking 

2) Site navigation is SIMPLE: tabs to products, services, availability and features are clearly identified

3) Upfront explanation of device bundles, including what’s free, what’s extra, and information to help figure out which device is right for me 

4) Special promotions, deals, and other creatives are below the bread and butter products. This is important (I think). To me this says that our products are the most important thing we have to offer, not the limited time sweet deal.

Packet8, Lingo or SunRocket just don’t communicate as well. These three providers all had the basic residential and business plan info above the fold, but I found it took more clicks and more reading to find the additional information I needed. Comcast Digital Voice was the most annoying. Perhaps because they are basically an entertainment company, they feel they have to “entertain” me while selling phone service. A whole bunch of flash nonsense. Stupid. And they won’t tell me anything about their products/services until I tell them my address and zip code.

I guess my point, to make a long story even longer, is for emerging products and services to learn a few lessons here. Speak clearly to your audience. Communicate your product and services upfront. Explain what’s included (device bundles, software) and what’s extra BEFORE the sign up process. I don’t want to see a small asterisk footnote that says the service works with the purchase of $75 VOIP adaptor right at the very end. And finally, don’t hide behind walls of flash animation and annoying forms that make users type a bunch of stuff.

Initially, I thought that the online support systems for VOIP softphones Skype and Gizmo Project were pretty decent. Using them to answer burning questions is another matter. 

Online Help belongs with the application. When I click Help > Online Help, please DON’T send me to the Knowledge Base or FAQs. Please DON’T open up another browser window and make me wait while the generic Help home page appears. Please DON’T make me use the Search feature. High level user guides or getting started tutorials are great, but make sure they’ve got some meat in them.

A Knowledge Base gives you little gulps of info with no breadcrumb trail to follow and no sense of context. To really aid and educate users, build Help right into the interface. Take the time to explain fields and buttons before I use them. To provide more information, use a fly-out Help pane (part of the interface that’s only visible when needed) and pull the content from an online server.

I want online Help that is specific to what I’m looking at on the screen. I want to browse Help by drilling down to the level of detail I need without losing my place in the story.

The End.

On Monday, Gizmo Project intro’d Gizmo Call, a super easy way to make calls from your browser. They say no traditional software download and installation is required, but you do have to install a Flash plugin (that’s kind of software isn’t it?) But, to get people using it, they’re offering five FREE minutes of calling anywhere. If you register with Gizmo, you get 10 minutes free. After your 10 minutes are up, you switch over to CallOut credits (roughly 2 cents/minute within North America). Pretty darn cheap.

See these other reviews from:

Andy Abramson, VoipWatch

Garrett Smith, Smith on VOIP

GigaOm, Om Malik

Luca Filigheddu

Russell Shaw

Here’s some other tips I dug up about using GizmoCall.

- If you are calling another Gizmo user, which is technically a free call anyway, the “timer” will count down and the reset itself to the original value after the call so you won’t be using free minutes for free calls.

- Two-number Caller ID costs $4 per year. Once you’ve paid for this service, make sure you are still logged in and click the Caller ID tab. The page should reload after a few seconds to show the Mobile and Home fields. Enter the numbers (either one or both) you want to use for caller ID.

- To have a call history, you must register with GizmoCall. Registration is free and you receive 10 minutes free when logged in (only 5 minutes when not logged in).

More info about Gizmo Call can be found here.

 

Well, I started Guide to all those Skype icon things…part 1, as a cheat sheet for myself. Here’s a few more.

Click the History tab to see:

 Outgoing calls

 Answered incoming calls

 Missed calls (unanswered incoming calls)

Chats

New voice messages (unplayed)

Voice messages (played)

 Transferred files

 SMS messages sent