Wednesday, April 9, 2008

Earth to Digium....

It was interesting to read today that Digium is partnering up with PhoneFromHere.com to "improve and commercialize the embedded Java softphone created by Digium engineers."

I confess that as a writer I'm fascinated with this press release, which is one of the finest examples of obfuscation that has come my way in a long time. It will surely find a well-deserved place in a writing class as a 'how not to do it' example.

OK, back to business. Here's the explanation of what precisely "improve and commercialize" means here:

"PhoneFromHere.com gives Web users the opportunity to leverage person-to-person (or person-to-group) speech within the context of a Website" – commonly known as a conversation -- "increasing its traffic and stickiness by delivering worry-free, live voice chat opportunities."

But wait, there's more: "What makes PhoneFromHere.com different is that Web users are not required to download any software, surrender personal information, or even use a phone."

Duh? Exactly how do you make a phone call without a phone? Oh, with your headset! When was the last time your 85 year-old grandmother made a phone call with a headset? I thought so.

Clearly the PhoneFromHere team, UK-based Westhawk Ltd., is made up of visitors from the planet Remulak. If you think I'm being facetious, consider this from the corporate website: "Our research has shown that the web is evolving into a social environment. People like to talk." Really? Let's consume vast quantities…

However, we must take note when the company that gave birth to Asterisk decides that something is important – regardless of how badly they write. And the message here is that integrating the phone call into the website – or any other -- interaction is where the action is now.

But there are many players in this space, with a better command of earthling-speak than PhoneFromHere.com: BoldCall, eStara, IfByPhone, LivePerson, Mexuar, RingCentral…And that's just for starters.

The important point is: What's your business objective?

Letting online gamers chat with each other (although, as the parent of one, I can tell you that if 17 year-old gamers wanted to actually talk to each other they would call each other up on their cell phones) is a different goal than making it a no-brainer for people who need an electrician now to schedule a service call.

In other words, it’s the goal, not the journey.

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