Voice is Not a Commodity

New communication modes complement, rather than substitute for, older modes, says Stefana Broadbent, who leads the User Observatory at Swisscom. That ought to lead service providers to think in different ways about the "commodity" nature of voice, for example, since it does not appear that voice and new forms of communication, though widely used, are consumed in ways that make them functional substitutes. And if they are not substitutes, neither are they commodities.

Different modes are viewed as best for some sorts of communications, and get usedthat way, she essentially argues. And while you'd expect wired voice, mobile, email, text messaging (short message service) and instant messaging to be key modes, you might not expect blogging to be a communications mode, though Broadbent says blogging is, in fact, a form of communications, not media.

So what are the key user perceptions of appropriateness (Broadbent studied consumers, not enterprises)? Wired phones are for "public" communications and intended to communicate lots of information that is of general use to all members of a family, for example.

Mobile voice, on the other hand, is a personal channel. About 80 percent of calls from any user's handset are with just four other people, Broadbent finds. Mobiles are used for regular communication with best friends and family.

SMS is seen as more intimate channel, oddly enough with more perceived "emotional capability" than voice. SMS gets used only with best friends and family and "grooming" messages ("thank you", "I love you") represent about half of the messages. SMS is seen as a way to keep relationships alive. More than 50 percent of all grooming communications happen through SMS.

Email is used as an administrative channel to get tasks accomplished and share attachments such as photos with networks of friends or social groups. Email also gets used for communications of an "impersonal" nature (contacting retailers, for example).

Instant messaging tends to be a multitasking medium, with a live channel opened in the background while a user does other things. People just step in and out of conversations.

Blogging is a "networking channel," used in place of email in many cases and a way to extend the total number of "friends" one can interact with, as it allows one-to-many communications much more simply than email.

Significantly, says Broadbent, the new forms are not substitutional. Each new channel slowly redefines the uses of older media, and uses are very sophisticated about the strengths and weaknesses of each form. SMS gets used with people one knows very well because they have the context to decipher very short and cryptic messages.

A key takeaway from Broadbent's research is that though "price" is a factor in just about any purchase, communications are about other things as well, providing some space to innovate on the value front to create new levels of comfort with "price."

80% of Mobile Calls Go to Just 4 People

"Although mobile phones make it easier to keep in regular touch, a typical user spends 80 percent of his or her time communicating with just four other people," says Stefana Broadbent, an anthropologist with the User Adoption Lab at Swisscom. Think of it as the long tail of communications.
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Broadbent also says different channels get used for distinct reasons. Mobile calls are for last-minute coordination. Texting is for “intimacy, emotions and efficiency.” E-mail is to exchange pictures, documents and music. IM and VoIP calls are “continuous channels”, open in the background while people do other things.
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Also, you won't be surprised by this finding, but texting is on the increase. “Users are showing a growing preference for semi-synchronous writing over synchronous voice,” says Broadbent.

And though enterprise IT managers might not like the idea, private communications are invading the workplace. Workers expect to be plugged into their social networks while at work, whether by email, IM or mobile phone.
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Practical Anthropology at Swisscom and Microsoft

An anthropologist at Microsoft points out that when instant messaging and other social networking tools are taken away from people (especially people under the age of 35), productivity drops. That's an indication that social networking is becoming a key problem solving tool, not a "time waster" as many managers seem to believe. Swisscom Innovations anthropologist Stefana Broadbent points out that use of written channels, ranging from IM to text messaging to email is growing, while voice growth has slowed where text communications are possible.

Broadbent theorizes that written channels allow constant interplay and availability without creating an information overload. A person without online social tools averages about 20 contacts with whom they keep in touch. A person with online tools can maintain 70 or more contacts, she notes. She theorizes that IM, for example, is both fast and non-committal, allowing a wider circle of contacts without overload.

That's an interesting perspective as more people start to worry we all are too connected, too much of the time. Broadbent argues that people should not have to unplug. In fact, she rhetorically asks, "why would I want to unplug?"

And she questions the notion that most people actually are overloaded with communication requests. "Most people we interview get five emails a day," says Broadbent. "They are thrilled to get one more friend on Facebook, for example."

Though the common perception is that most people are overloaded with communications, Broadbent says that isn't true. "Not many people are overloaded," she says.

"I'm opposed to the notion of unplugging," Broadbent says. "I don't want to lose my social intelligence network." To Broadbent, "IM is like bringing your dog to work."

Though I don't see lots of evidence that "always connected" behavior is all that important to most people over the age of 40 or so, I am beginning to see how most of the social networking tools can increase knowledge diffusion and make possible a wider degree of casual monitoring of one's environment. I wouldn't say I find it as helpful as RSS. But part of the reason is that most of the people I normally want to interact with do not seem to be heavy social networkers.