When is Nonconsumption an Opportunity?

Only 7%-13% mobile consumers use email on their phone.

Peek’s first product appeared in Target stores. The simple device, designed by product design powerhouse IDEO, costs $99. It allows users to send and receive email using T-Mobile’s wireless network for $20 a month. And that’s it. No phone, no wireless Internet connectivity, no attachments. Just email.

The critical question is why so many people don’t send email messages on their mobile phones. If they are truly scared off by complexity, hard-to-use keyboards, or overpriced data plans, Peek has a chance of success.
There’s another explanation, however. Perhaps the need to send email away from the office or home actually isn’t that important to the mainstream consumer. In other words, the reason why they aren’t consuming is not because existing solutions don’t get the job done; it is because the job simply isn’t that important to them.

Extract from Innosight by Scott D Anthony Sphere: Related Content