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Why Simple Devices when PC prices keep dropping?
Face it---Computers can be intimidating, thats why over half of the US market does not have a computer and most of those have no plans to buy one. However, many of these "late adopters" would really like to have an email address and discover the internet and online shopping. You can target and reach this untapped ISP market in 2001 by offering these non-pc users Simple Devices bundled with your dial-up access service. Here's 7 effective tips to help get started:
1. Target the Living Room TV
Forget the Kitchen - Internet Devices with integrated flat panel screens are neat but way too expensive...recent flame-outs (i-opener / webplayer/ etc) prove the kitchen may not be the ideal target for devices. Go instead with a set top device targeted for the Living Room & leverage the over 300 million TV installed base in US.
2. Pull thru new 'late adopter' sign-ups from your current subscribers
How many of your current subscibers have grandparents with no computer who long for their own email? Leverage your current satisfied customers to bring new ones.
3. Web-based email is the killer app
... with secure online commerce ( tickets / flowers / prescriptions ) growing fast. If you do not have webmail, you can create a simple webmail gateway to your pop mail server (and remember webmail portals make good banner locations for shopping offers!)
4. Hold a regular "Intro to Internet" class on Saturday mornings that targets non-computer users.
Spend one hour to demo your new internet device to a small class of newbies. Be sure to have on-site device sales, email and service signups. Explore to offer your Intro to Internet Class to Church and Civic Group meetings.
5. Adopt the 'mobile phone model' part 1:
preconfiguration works!
No need to reinvent the wheel...study the mobile phone business: EVERY phone sold is preconfigured and the user cannot change their provider. Use the same strategy with your Simple Devices...once preconfigured, promote easy set up and autodial operation.
6. Adopt the 'mobile phone model' part 2:
subsidize the device
Rebates and bounties with service term agreements work for the mobile phone market...test different offers (simple device + service) in your channel with 'limited time' campaigns. National ISPs are paying average $100 rebates for one year signups. Consider to offer optional in-home installation and training to increase revenues.
7. Tailor your ISP Home Page for Simple Devices
Have you ever viewed your ISP Home Page on a Television? HTML display on TVs is a whole different ball game than on computer screens. Create a tailored version of your ISP Home Page for Simple Devices. Maximum 540 pixels in width...Simple text based layout works better on darker backgrounds...the page you are now reading is optimized for TV display....Yahoo is the benchmark site as it is built to the lowest common denominator layout and browser display to attract the largest possible audience.
Need more help to launch your Simple Device Program?
visit MeterNet today: http://simplebox.com
What is MeterNet SimpleBox and how does it work?
Simply. It works simply. A small black box enables the home television to get online. But we limit its functions to simple web surfing, webmail and secure online shopping to insure a simple experience for first time users. You preconfigure the ISP dial up number and your ISP home page. Getting Online is a snap: Users connect our entry level wb6400/wb7500 series to the television with a simple vcr-like connector, then plug the power cord into the wall and the phone line into any standard phone jack. Turn on the TV and selecting the power switch will automatically dial the device online in seconds, on the way to your ISP home page. Anyone can use it!
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