(2006-07-01) Mace Device Autocustomization

Michael Mace says Mobile devices need a way to auto-customize promotion of certain types of software to new purchasers, so the user can get more value/satisfaction (Mass Customization). I believe that a mobile device has to solve a Compelling problem before people will buy it. Solving fifteen problems is too hard to market, so there needs to be one flagship function or usage that gets a device sold in the first place. In this respect, I think the "mobile device = appliance" folks are right. But once the user gets a mobile device, I think many customers will allow it to blossom into more usages - if that blossoming process is handled properly. That's where I think the mobile data world fails today, and that's what I think we need to fix... Even among the Palm enthusiasts, there was never a single "killer" application everybody used. Instead, everyone had a different set of personal killer applications that met their own individual needs. Each person was a vertical market of one, the exact opposite of a Mass Market... In addition to creating the Guides, we ran a couple of contests soliciting first person usage stories from users. They were big successes, generating several thousand stories. They ranged from comical to heart-wrenching - people using handhelds to overcome disabilities or start new careers. Almost every story featured different apps... When the user first gets started, the device asks the user a few questions about their work and interests. Based on the user's responses, the device suggests the installation of appropriate software. So, for example, if the user is a doctor and a boy scout troop leader, the device suggests a selection of medical software, and a boy scout troop management program (yes, there's an Expert Guide on that, listing about 70 relevant applications, including knot-tying instructional software - something critical for a Scout). If the user agrees, these are downloaded to the device, and the user's wireless account is automatically charged for them.