Cocoon

Rid your mind of thoughts of Steve Guttenberg, for I refer not to the classic 80's movie about old people getting their groove back by swimming with alien pupae, but rather to the new handset from O2.

O2 have been the only operator to move along their value chain into handset production and their latest effort is a thing of beauty. I know this because the nice people there have sent me one as part of their research  / seeding efforts. [UPDATE: Tom reminded me that this isn't true - Orange have the SPV for example. My bad.]

I'm a big fan of using research as a seeding programme. In essence, you target a bunch of people who fit your core audience [or, as in the case, a bunch of bloggers] and send them pre-release product for free, asking them only for feedback on the user experience. Obviously you don't ask them to promote your product - this would completely backfire and you really don't need to.

There is a well documented phenomenon in research known as the Hawthorne Effect. When under observation, people change their behaviour or performance. This was first observed in a factory when productivity went up because they were being watched.

But the definition has been broadened to include any effect on behaviour triggered by increased attention. So, to return to our seedingsearch, by giving people free products pre-release and asking their opinion you both flatter their ego and make them predisposed to like whatever it is you're asking about. Although you may try to be objective, you already feel warm towards the brand. Basic politeness dictates you aren't rude about a gift.

Plus, since you've got a new toy, you naturally want to talk about it, which is exactly what I'm doing now.

I've had it for a while and it's cute - all iPod white and soft to the touch clamshell. It probably isn't geeky enough to be my primary phone - I need an HTML browser and I can't find one for it yet - but otherwise I've been pretty impressed.

O2 consulted with some design agencies to build the thing and there is evidence of some well utilised insights. On the outside the white surface can also display blue text - so you can see the time or who is calling without opening it. It has a cradle that turns it into an alarm clock [the most used function on mobiles after voice and text is the alarm clock.]

Oh and last night when I walked into the O2 dome [I saw Prince - he was COMPLETELY AWESOME] the wallpaper changed on the phone to a picture of the O2 and the soft keys changed, allowing me to access maps of the place and get into the O2 areas and that, which was a nice touch.

Comments

[amber]

early morning, Los Angeles - steve guttenberg sees that traffic to his website has experienced a spike; he ponders this for a few moments, then dials the phone number he used to know by heart. Later, perhaps experiencing a bit of the Hawthorne Effect, he removes the cheesy jewelry ad from his site, and waits for his agent to call him back.

[Tom Godber]

Looks like O2 have done quite a nice job with the Cocoon given the target demographic (though it's hardly the first operator branded phone, they've done X series rebadged BenQs and the like for years; ditto with all UK operators selling their own-brand Windows phones).

A great counterpoint to this just appeared on the Reg showing what can go wrong with this approach when used for the wrong kind of product, makes an interesting comparison: http://www.theregister.co.uk/2007/08/02/nokia_new_coke/

[Faris]

Amber - wouldn't it be great if we resuscitate his career ;-p

Hi Tom! Yeah I remember the XDA - they just bought that right? - but I can't believe I forgot the SPV considering I worked on Orange for years! The shame, the shame.

Thanks for the Nokia link - interesting - also - beer soon? It's been ages.

[Charlie Gower]

It's so simple really, you need to find all the folk like you, who were seeded with the phone and get them to hand it over. Then kidnap Guttenberg driving him blindfolded to a remote disused swimming pool (can you see where I am going with this?) Then throw him and all the cocoon phones into the pool thus regenerating him.
Then, when Police Academy and a Three Men And A Baby are re-made (just a matter of time) he can play the lead again and the balance of the universe will once more be restored.
Sorry too tempting...

[Faris]

Does anyone know where we can find Jonny 5?

[Tom Godber]

If you're in Estonia any time soon then we should definitely meet up for a beer, if not it'll be a challenge - I'll let you know when I next end up back in London!

[Faris]

Whoa - I'm out of touch - Estonia?

Have fun - buzz when you're back in town.