SMS is the new black

A review of mass market mobile apps

“Technology that gets in the way of consumers using it is a bad thing.”

Posted by Admin on January 15, 2009

I like it when people starting talking like that to me, as that is pretty much the ethos behind SMS is the new Black. So I quite enjoyed the recent conversation I had with Martin Gossling, Vice Chairman & VP Business Development at Movidilo.

Martin has been around the industry longer than most, yet he is still passionate about developing technology which enhances the consumer experience and doesn’t confuse it. And that’s what he’s trying to do at Movidilo.

Movidilo is a newish company that has grown out of its Spanish parent company Ydilo and is focussed on creating ways for consumers to easily and simple access information stored in databases, from their mobile. What that means is that they can access their bank records, or the information from their gas provider; or maybe it’s about ordering something from a catalogue, or finding out the train times.

All of these services uses databases to store the information and all of them can currently involve numerous drop-down menus or examples of ‘press 5 for …’ How Movidilo solves this is through a combination of voice capture and recognition, as well as visual menus and information.


The voice capture is what the parent company specialises in and is now very sophisticated. It can understand the context of what is said, as well as just the words. For example “I need to get to the airport urgently” would be treated with relevant priority.

However, for mobile users, sometime it’s just easier to select from a simple menu, or to see rather than listen to the response. So Movidilo also presents relevant information in text format.

Movidilo sells to companies wanting to provide additional customer support, but has worked hard to make sure that it is simple for consumers to access. As the customer calls customer services Movidilo will capture your phone’s details and push the client back down to you. All the customer has to do is press accept and the next time they dial the customer services number the Movidilo service will jump into action. As Martin said:

“As long as you can turn your phone and know the number to contact the organisation, and maybe your username and password [you can use the service].”

The first implementation of the service was with Telefonica early last year and they are now looking for UK companies that want to provide their customers with a great way of accessing information from their mobiles. Obviously there’s lots going on behind the scenes with this and they expect to tell us about live UK customers later in the year.

All sounds good to me, all I can do is wish Martin luck and ask him to update me as things progress.


One Response to ““Technology that gets in the way of consumers using it is a bad thing.””

  1. […] talked about Movidilo before (here), but I got chance to see it in action in Barcelona. It looks as good as it sounds and is a great […]

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