I’ve had my iPhone for a week now. This is the point in time at which flaws and annoyances begin to rear their ugly heads. I’ve got to say that I’ve been pleasantly surprised to see that these are few and far between. What I’m left with, as of today, is a feeling of amazement – that I’m still somewhat in awe of how seemlessly the interface functions, how easy everything is to use, and how Apple seems to have thought of just about everything.

If I have a gripe, I suspect it will be with battery life, but that’s only because I’ve been on it so much. Not sure, short of using an OLED screen, what they could do to fix this, but from what I hear, the 3G S is a lot better than the 3G in that respect.

By comparison, at this stage of the game with the Windows Mobile phone, I was busy making excuses for the OS, doing my best to explain away the problems, like some newlywed who’s desperately trying to believe that their spouse is “just a little stressed” and not really abusive.

Ouch.

That leads me to what I think is a huge mistake that Apple and AT&T are making regarding the marketing of the iPhone.

As a user interface architect, I appreciate the value of a good user interface, and understand that the interface is the most important factor, long-term, in how easy your phone is to use, as well as the long-term aggravation factor involved in using it.

The key phrase here is long-term.

You simply cannot make an informed buying decision based on reading about phones, or in a side by side comparison in a few minutes in a store. Just not gonna get it. So here’s what I think they should do.

The iPhone challenge.

If this sounds a lot like the Pepsi Challenge from the late 90s, you’re right. I propose a side-by-side challenge between the leading smartphone OS and devices. Here’s the way it would work…

AT&T stores would host an event. It might be held using a tractor-trailer that would travel aroudn the country, or simply do it in their stores – or perhaps hold it off site, at a hotel meeting room. The stage would be set up with an iPhone, a Palm Pre, a Google Andriod phone, and a Windows Mobile phone. (Did I miss any?) Audience memebers would be asked to volunteer to pilot each of the phones in a competitive situation. They would each be given tasks to complete – with the fastest time judged the winner. One group of users would be novices to their chosen phone, another group would have experience on their platforms. Each “contestant” would have the opportunity to say a few words about what they liked and what they didn’t like about the phone they used.

The event would then finish up with an opportunity for every audience member to get some hands-on time with the phone they like the best. Then they would be given the opportunity to use a reconditioned phone for 30 days, with the option to either return the phone after 30 days or getting a new one. Users would pay only for their airtime minutes – not the phone – for the first 30 days. After that, they’d get to swap the used phone for a new one, or just return it.

After 30 days, I was ready to throw my Windows Mobile phone through a window. I suspect that after 30 days, I’ll be ready to build a shrine for my iPhone.

You see, the thing about the iPhone is that it’s a big committment. Two-year contract. Higher charges for data plan, insurance, et cetera. That is, as they say, a barrier to entry. But it’s worth it, if you’ve ever been saddled with a similar contract for a Windows Mobile phone. The laughable claims that Sprint has made about their “iPhone-killer” phones would evaporate if prospective buyers could get some real time using the phone, and compare it to the iPhone. But it takes more than 5 or 10 minutes in a store. You need real-world use to really understand the iPhone adavantage. The challenge/30-day trial program would accomplish that .

Will AT&T listen? I suspect they won’t. It’s too “out there” of an idea for it to gain traction with the suits. Apple might like it, but when you’re selling as many iPhones as they are right now, I’m not sure they’d see the benefit. But I wish they would – for I wouldn’t wish a Windows Mobile phone on anybody.

This entry was posted on Friday, June 26th, 2009 at 9:07 am and is filed under design, marketing.You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.