Surprise surprise: cellphone users don't read manuals

Stuart Corner
Monday, 28 January 2008 07:55

Opinion and Analysis

SNAPin Software was founded in 2003 by "renowned technologist Brian Roundtree" Its software has won several awards, including being named by Nokia as Best Productivity Application and Innovator of the Year. The company is privately owned and is backed by several venture and strategic investors, including Frazier Technology Ventures, Hunt Ventures, Oak Investment Partners, and Trilogy Equity Partners.

The one thing it does not yet have is commited customer. It has announced completed trials with BT, KPN and Orange UK. The Orange trial was announced in February 2006, and in February 2007 the company announced another trial with Orange UK of its SelfService Configure software which has the ability to install and manage a customised brand experience, including operator-specific settings and applications, on an otherwise unbranded mobile phone at point of sale.

It all sounds good: and yet a year later not a single commited customer has been announced. Perhaps it is saving these for the mobile industry's number one global gabfest: the GSM World Congress in Barcelona next month.