My wife has just upgraded her cell phone. When faced with the choices, she was offered a staggering array of phones each with a plethora of functions. These phones can do everything: play videos or MP3s, take photos and videos, record voice files, keep your diary, task list, contacts and manage your emails, browse the Internet, set reminders, play chess (quite well!), allow you to create and edit documents, spreadsheets and databases, and so much more. And, they even allow you to make a phone call! All they’re missing is a corkscrew.
Indicative image - not actual phone referred to in textBut these all-in-one devices are not for everyone. For starters, they’re quite expensive (even if you get it free on a contract, you have quite a hefty contract and insurance is high). In every business cycle, for every product, there is a point at which the features exceed the maximum required functionality level of the consumer. At that point, the curve begins to flatten and the drop is not long thereafter. (Just ask Microsoft – they crossed the usability/functionality threshhold a long time ago with MS Office).
At that stage in an industry, its time to shift attention away from adding more features, and towards connecting in with customer values, and making sure you add real value. What’s the next trick for cellphones? It certainly won’t be in simply adding extra functionality.

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