REVENUE STRATEGY - JITTERBUG

1. Jitterbug designed a mobile phone and service to appeal to technophobic seniors because there are 100 million baby boomers and seniors in the U.S.
2. It launched a unique mobile phone (designed by Jitterbug and manufactured by Samsung) with a suite of services designed to meet the needs of older users.
3. It controlled both the product and service design, so it's able to deliver a seamless, innovative cross-channel experience, a rarity in the mobile-phone industry.
4. Its phone emits a dial tone. To reach a Jitterbug operator, who can place calls or answer questions for you, dial 0.
5. Its earpiece actually covers your ear. The soft rubber cup around the earpiece makes the phone more comfortable and also blocks ambient noise, making the phone easier to use for the hearing-impaired.
6. Its microphone is next to your mouth, not somewhere around your cheekbone.
7. The phone presents features as a series of simple questions, which the user answers with the bold YES and NO buttons on the handset, instead of icons or menus,
8. It had to defy the trend toward smaller handsets packed with ever-growing lists of features.
9. The phone was designed in tandem with services that would be delivered to subscribers.
10. The Jitterbug is simplified because the phone is managed entirely remotely. The configuration and programming of the phone is handled entirely through a Web-based interface and transmitted to the phone automatically. The Web interface offers an option to disable an unwanted feature entirely, say call history or voicemail. Careful choices were made about which features belonged on the phone itself and which should be pushed to the Web.
11. It may add a camera, but not if it compromises the experience the phone delivers.

Old revenue rule: find a need and fulfill it.

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