Consumers seek simplicity

Over the last number of years, we have been bombarded with ever-more complicated electronics - from TVs to cameras to mobile phones - which the great majority of consumers never bother to figure out how to use fully. For example, even though most most mobile handsets in the market today have features galore - everything from cameras and videos to pre-installed games - the majority of consumers still just use them primarily for voice and some messaging (SMS, MMS, email).

The tech industry seems to be finally taking notice. Among other signs, Cisco's aquisition of Pure Digital Technologies, the maker of the super-simple Flip video camera, highlights the recognition of consumers' desire for products that are inexpensive, easy to use and work easily with online storage and social platforms.

The same can be said in the area of mobile handsets. Up to now, products have been too complicated, too expensive, and targeted to the fancy high-end and smart-phone segments. Going forward, it’s about who can make the mobile web the most accessible, the easiest to use, for the largest amount of phone owners.

Thus, Momail's strategy is on target - simple mobile email, working on the majority of handset models, easy to understand features and functionality - and saves data costs.