These guys are brilliant! Jitterbug is a mobile phone service provider that seems to have understood how to provide a useful service for the technically challenged amongst us. I use that term, as I think it’s more appropriate than Zimmer-frame-bound or any other ageist stereotype that misses the point about easy-to-use technology. There’s plenty of research to show that a whole range of people are intimidated by technically awkward gadgets. Moreover, the wider question is why isn’t any device easy to use from the outset? Clearly, those geniuses at Apple have asked this question, which is why the iPod is brilliant, as it the Apple remote - a stunning example of interface simplicity and elegance.

The Jitterbug phones are on a par with the Apple remote in terms of simplicity, which is great. Would the same simplicity work in a package attractive to the style conscious? I think so. What I really love about the Jitterbug service is that its a complete service, including the address book. I am so smitten with this idea because I used to mention it in all my training sessions a few years back. Here’s the slide:

The point is that an address book on a phone is not the equivalent of a paper address book. The latter usually comes with a pen (except the Moleskin of course) and it is dead easy for anyone to enter (i.e. write) numbers. Not so with the mobile address book, especially on some models - even today! My question at the time was why can’t the operator do it for us, if we need assistance? Those cool guys at Jitterbug have answered the question - “they can!” They could go a step further and allow a trusted friend or family member to update numbers remotely, but that’s just icing on the cake. The point is that these guys have understood whole product design where the product completely supports the real task that people want to do and doesn’t merely fulfill the role of being an object i.e. a mobile phone. It follows on from the question “what business are we in?” - the phone business or the completing calls business? The two are different.

The phone even has a dial tone so that it provides a familiar dialling experience, identical to a landline. This is an absolutely genius idea and very subtle. I have seen myself how the apparently simple procedure of dialling a number and hitting a green button can prevent some people from completing a call at all. Check out the demo on their website. Very instructive.

Well done Jiitterbug!