The chart below provides a visual representation of PhoneGnome from a benefits and “selling proposition” perspective.
Across the bottom are shown four primary configurations of PhoneGnome service, split between US and International (non-US in our case) and customers using the PhoneGnome-box (add-on device), shown in blue, and those using the service without the PhoneGnome-box hardware.
Within each configuration are the listed benefits to the user corresponding with that configuration.
At the top of the chart is the flowchart decision tree that arrives at one of the possible configurations.
I think from this chart, it make it pretty obvious why PhoneGnome is really hard to message and explain to new customers. First, the four configurations have different value stories. Second, even within a single configuration different customer segments will prioritize and value the benefits differently.
The two blue boxes, labeled “Full Impact” and “High Impact” represent “PhoneGnome 1.0″ – the initial 2005 focus of PhoneGnome, users connecting the box to their fixed-line (home) telephone service to obtain new benefits. Our early research broke these users into three main groups: Traditionalists, Globalists, and Gurus.
Traditionalists value plug-and-play simplicity, safety of real 911, and mostly care about the benefits of cheap calling and telemarketer screening. Globalists have high usage and enjoy the benefit of free and cheap calling, along with voicemail. Gurus are more tech. savvy and value cheap calling, voicemail, telemarketer screening, and other features (softphone, online call logs, etc.)
In late 2006, we introduced “PhoneGnome 2.0″ and the option to use PhoneGnome service without the PhoneGnome add-on device (no hardware). This added the other two configuration options shown on the chart. This expanded the addressable market, but made describing PhoneGnome even more complicated.
From the chart below, it’s no wonder that it’s difficult to boil PhoneGnome down to a single simple sentence – and that’s a recipe for disaster in terms of marketing.

So what would you do? Let us know in the comments below.