Jumping the curve

Keeping with the idea theme, I just read a great post by Graeme Codrington a local (South African) thinker and speaker on product life-cycle and innovation (via HHG2B).

After looking at his wife's new feature-packed cell phone, he had this to say:

And, they even allow you to make a phone call! All they’re missing is a corkscrew.

The real crux of the post comes through later.

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... 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.

This is in-line with what Al and Laura we're saying about convergence vs divergence in the Origin of Brands, as well as Tom Peter's sculptors equation (How to create "X". Start with a big block of marble, define "X" and remove everything that isn't it.).

Also, have a look at this video, about a minute in, listen to Guy's "negative example" on innovation in refrigeration. Powerful stuff (the whole video is worth a watch.

To answer Graeme's question, I think the problem is perspective, manufacturers are seeing the handsets as the product, when in fact they are simply the facilitator of the actual product (mobile telephony), their additive "innovation" is simply due to the fact that they're really not in control of the curve but rather slaves to the service providers. Innovation needs to start with those guys.

Bring on SkypeMobile...!