Famoice has core competencies in SMS interfacing & automated delivery of telephone calls. They also have some exposure to using voice synthesis technology. They had a desire to tap into the explosive growth in SMS use (100 billion per year globally). The youth segment is the primary demographic in this market. Famoice’s existing youth centric products were struggling and they desired a product that would build on their foundation technologies and captivate the youth SMS market.

Exploratory market research was used to discover that the youth market would readily accept an SMS to voice communications tool, provided that it was fun and cheap to use. We brought to the project, further experience in voice synthesis, audio processing techniques, natural language processing and human/machine interface design. Out of this synergy, the idea for SendaSAM was conceived. SendaSAM is a fun communications tool to add personality and character to SMS messaging, by converting the SMS text messages into interesting voice calls punctuated with hilarious sound effects. To maximise the penetration rate of the product, a viral marketing mechanism was designed directly into the product experience.

A prototype system was built and trial market tested for 4 weeks. Qualitative and quantitative research showed enthusiastic interest and very good uptake rates. 4000 messages were produced during this period and the trial gained free press coverage. The market research uncovered the ideal brand positioning statement:

“SendaSAM is the way to give your SMS communications character and personality”

“Glenn and Michelle got a handle on the central issues very quickly, came up with very creative concepts which were both easy to grasp and exciting to consider. They pursued their research and validation with determination and rigor and produced highly professional results with data to back up their conclusions. Their strategic, technical and marketing competence is very strong. Our board is very excited about the prospects of the SendaSAM product” Warwick Freeland, CEO Famoice Technology Pty. Ltd.

Some concerns were raised during trial research, which were addressed with new features and better instructions. These new features were tested. The results were significant. Over 90% of round 2 respondents thought the product was fabulous. Viral uptake improved by 55% to a rate of 1 new user for every 2nd or 3rd message sent. The research and trials distilled 5 critical success factors (CSFs) for the product.

1. Fun to use
2. Effective as a communications tool
3. Widely available
4. Inexpensive with respect to SMS
5. Support for spontaneous purchase

Two CSFs (fun to use, effective communications tool) where internally controllable by product design. Two CSFs (Widely available, Inexpensive with respect to SMS) were found to be dependant on internal and external factors and one (supports spontaneous purchase) was found to be largely determined by external influences.

The product was tested for sensitivity to each of the external CSFs and found to be very sensitive to all of them. The largest market which is compatible with all CSFs is the United Kingdom, with 40 million handsets and SMS traffic in excess of 30 billion per year. An extensive business plan was prepared for the UK market, covering competitive strategies, financial projections, risk analysis and line-extension planning.

The SendaSAM product is currently part way though preparation for a major UK launch. Pilot releases are active in Australia and the UK.