Seat at the Table

I’m seeing more studies on consumer awareness of new technologies such as VoIP and IPTV.  Most recently, Harris Interactive did a survey reported by VoIP Wireless showing awareness of VoIP rising.  But are the consumer technology industries missing the point?  Consumer’s don’t care about IPTV and VoIP just like they don’t care about TV delivered via coaxil cable or circuit switched telephone service.   What consumers do care about are the services, cost savings and convenience that these technologies deliver.

So why do industries and companies seem to focus on messaging around technology?  Selfish messaging.

Selfish messaging is when companies create messages to feel better about what they are doing rather than what is of concern to consumers.  I’m sure VoIP companies feel pride when they see more awareness of VoIP in the consumer base, but what makes money is pitching benefits such as cheap phone services (voice, voicemail etc) and taking phone numbers wherever you go.

What about doing a study on how many consumers are aware that some telephone service providers (i.e., VoIP providers) let you take your phone number wherever you go?  Raise awareness of this benefit, push consumers to request it from the old phone providers (no, they don’t care that they’re called ILECs) and watch them look for new providers that provide this service.

The companies that take this focus on what consumers want – that is, use selfless messaging – will likely be the winners.  In the end, all voice services will be some relation to VoIP.  It’s the services that speak to consumers (including businesses) in consumer speak that will be the likely market share winners.