Drive Safely Review

I've written before about the problem of teens texting while driving, and solutions to help control it, by preventing texting when the phone is moving fast. Drivesafe.ly takes a different approach. It reads the text aloud, and auto-replies to notify the sender that the recipient is driving and unavailable (or whatever you want it to say).

I don't actually get many texts while driving, so I had to contrive to have a few sent to me to have it tested. It does seem to do a good job of speech-synthesis for texts. It also supposedly reads email, but that hasn't worked for me--maybe because I only have the trial version.

So in addition to the core feature of speech synthesis, the key features are:

1. Status bar icon for quick access.
2. Large toggle button for on/off. This, combined with #1, make it easy to turn on while driving--in case you forget to do so in advance.
3. Cutomizeable, auto-send of a reply, to explain your current status (e.g., "your text was read aloud to the John, who is driving and can't reply right now.").
   

#3, the auto-reply, is the feature that seals the deal. It fills in a gaping hole in texting technology--the need for status notification. It drives me CRAZY when my kids (say they) can't stop a texting conversation pronto, because the people they are texting won't understand and will think they are being rude. This feature solves that problem. So I actually see it is as being applicable outside the case of driving--any time when you aren't in a position to reply to a text.

So the bottom line is that, based on my very limited testing, this seems like a well-conceived, useful app. At $13.95, the price is grossly excessive, however. As far as missing features, I would like to see in the future:

1. Ability to select from a customized list of pre-set auto-replies.
2. Ability to read already-received messages. The typical use-case I can think of is you are driving, you forget to turn it on, and you realize you just got a message. Now you want to turn it on and listen to that message. I would think the way it should work is based on a customizeable default for "read messages received in last X minutes app is started".
3. Ability to re-read a message if requested.

Texting While Driving

6/24/09
Texting while driving seems as dangerous as driving moderately drunk. Very scary. As the parent of soon-to-be teen drivers, that got me thinking about counter-measures. In some ideal world, the texting feature on the phone would be disabled while the key is in the ignition. That's not happening any time soon. So here is the best thing I can think of...I would like software to automatically correlate time-of-day texts are sent with the speed of the car at that time. If a text was sent at 14:42:07, and the car was going 32 mph at that time, and my child was driving at that time, then that is a problem.

This is a very reactive solution, but better than nothing.

8/30/09 Update
When I wrote the above, I was overlooking the fact that most phones have GPS built in. That would make it pretty simple, I think, to build this functionality all into the phone ( I was thinking it would require in-car software). So, searching around a little bit--here we go. For Android, we have Textecution. $9.95 though--rather pricey, and seemingly no trial or Lite option. What a great idea though. This company, and maybe the mobile carriers, need to find a way to partner with anti-texting-while-driving-advocates to get a regulatory push for this stuff.

(Google Market search note--no apps found when using the obvious search of "texting", "driving".)

Cellular Carrier Marketing Strategy Memo

Android is something of a double-edged sword for cellular carriers. It is a hot, new platform that is driving some consumer interest. But it is in no way exclusive, nor for the most part, are the apps available for it. So there is some risk that Android could actually lead to increased commoditization for cellular carriers. T-Mobile did go down the path of trying to create differentiation, through a semi-exclusive app, Sherpa, but as far as I am concerned, that was pretty much a flop.

So here is my idea. Carriers need to work harder to leverage Android's flexibility and openness, to create differentiation and branding. Note however, this takes real work--it is not primarily about advertising, marketing or throwing some development funds at Android developers.

The big marketing campaigns from T-Mobile and Verizon have been somewhat successful in moving handsets, but have been very expensive, and have been rather hazy in regard to the overall benefits of the Android platform and the carrier of choice. Thus, they have done little to build a strong brand for the carrier--all they really say is "right now, we have a really cool handset you should buy".

I have a number of ideas, here is one multi-step strategy for enhancing carrier brand via Android.

Part 1: Solution for Teenage Texting-While-Driving

First, make a big splash by taking on the texting-while-driving problem. I imagine cellular carriers are a bit squeamish about facing that issue, but I think it is coming sooner or later, so why not be proactive and address it head-on.

Modern, GPS-based phones offer the opportunity to deploy technology to restrict texting while driving. The technology is already there, for any carrier to take advantage of. But nobody seems to be moving on it. Advertise yourself as the mobile carrier that puts parents in control. Then pre-install the software on your phones, and make it un-removable (short of admin access). If done right, a carrier would reap major, long-term brand enhancement from the trinity of: game-changing software; hardware value-add; strong identification of the benefits with the brand.

As I noted, I think the time is right, the meme is planted in regard to the dangers of texting, this would make a big splash. And would drive a lot of phone sales, sales that include profitable data plans. So that's the first step.

Part 2: Follow-Up with More

Follow up by executing the same tactics for two other very useful, high-value-add features:

1. GPS
   
2. Find-your-phone

Smartphones all have GPSs now. Google has just released a new version of mobile Maps that offers turn-by-turn directions. It's all there, it's all free, it's just crying out for a carrier to take it and run with it, from a marketing standpoint. Advertise yourself as the carrier that provides a GPS with every (smart)phone. A GPS that is always with you, and always up-to-date--unlike stand-alone GPS devices.

Note that none of this is remotely original thinking. There are already plenty of articles already predicting that Google's latest nav software will be highly disruptive to the GPS market. But that knowledge hasn't diffused to the average phone user. So there is still a window of time where a carrier, with good marketing, could make it seem like this capability was uniquely theirs. But no carrier seems to yet have woken up to this fact. So this opportunity won't last long. Again, advertising and marketing is necessary but not sufficient to build the brand. You have to offer some value-add differentiation. In this case, make sure to include a good very good phone mount, along with a car adapter USB power cord, free with every purchase.

Now the find-your-phone idea. Apple has this for the iPhone, but it is part of a $100/year subscription. Resist the temptation to charge for this feature--you want it in every product, so that it is built into your brand. This helps the value-add integration:

1. Pre-installed find-me and lock-me software
   
2. Not removable
3. Your software can be better than anything in the market, because you will work with Google to make sure it has root access to turn on GPS--something that apps aren't normally allowed to do.
   

If a mobile carrier were to execute on this strategy, it would be like taking a page from Apple's book, but re-writing the page in a way that leverages the Android platform, and a non-exclusive environment. Over time, a series of successful campaigns such as this could go a long way to creating distinctive branding.

Feedback on the Texting While Driving Video

The NYT has an article about "Some Doubts About Scare Tactics on Drivers Who Text". Several key points stand out.

A violent ad must also instruct people on how to change their behavior, otherwise, “to erase the fear quickly, you say, ‘That’s not me,’ ” Professor Tay said. And just because an ad is popular does not mean that viewers will change their driving behavior, he said. One reason that violent ads may not work as well is that teenagers are already well aware that some activities are dangerous, said W. Kip Viscusi, who has studied risk for decades and is a professor at Vanderbilt University.

My son watched it. Although he did not take issue with the implications--texting could easily cause a fatal distraction--he also did not dwell on them. What immediately got his attention was the relatively poor production values--he said "that looks so fake". He was right of course. It was not bad, for a $20,000 budget, and was certainly gory enough, but by today's standards of special effects, it was quite unconvincing. The result, I think, was that a subtle equivalence was quickly set up in his mind--fake effects, so dismiss the whole message.

Cheryl Healton, chief executive of the American Legacy Foundation, a group that specializes in antismoking efforts, suggested that cellphones could show a prompt on their phones, reminding people not to text and drive.

A boring, boilerplate warning--really??. When does it display--every time you re-start your phone? Every time you start a text? I'm afraid this is a hoary chestnet from the classic school of good intentions, but poor results.

Kelly K. Browning, executive director of the advocacy group Impact Teen Drivers in California, has suggested an idea, Star 65 to Stay Alive, to AT&T, in which the company could set up a code of *65 to disable incoming calls and texts, and send automatic response messages like, “I’m driving right now. I’ll get back to you when I’m off the road.”

This has a little bit of merit. But just a little--it takes a lot of motivation and forethought for the user to use it. Don't get me wrong, I am a big fan of the "Do Not Disturb" feature, and not just for drive-time. But as a major cure for driving while texting, I deem it unlikely to have any significant impact. (There is another product that does something like this, ZoomSafer.) However, if you combined this feature with GPS-based texting de-activation--now you would be talking!

Text-to-Speech Cell Phone Feature

I am surprised that text-to-speech has not emerged as a cell phone feature. So that a synthesized voice would read your text message aloud. I'm not sure if it would make texting-while-driving worse or better (worse, because some people will listen to their texts who would not read them; better, because some people who would otherwise read them will instead just listen, which is an improvement, if still problematic).

Either way, though, that would only address the less scary half of texting-while-driving, the reading part (which is still scary enough).

ZoomSafer Software for Cell Phones and Driving

Got a comment to my recent posts, musing on the scariness of teen texting-while-driving, and ideas for counter-measures. From ZoomSafer, promoting their forthcoming software aimed at this problem. It does look promising in several ways, including the text-to-speech feature. (But does not eliminate my desire to have the auditing via correlation mashup feature.)

A quick inventory and comment on ZoomSafer features:

1. Reminds you to drive safely. Seems likely to be innfective and annoying--like the now-osbsolete airline security questions, or the flight-attendant safety instructions.
2. Prevents inbound texts and emails--very good.
3. Manages inbound calls by preference--good.
4. Selectively notify friends you ARE DRIVING. Could be good, if implemented properly. I.e., if they get that message on the inbound call. This level of interactivity on the inbound call is something I have been after for a while, with the Do Not Disturb feature, and the "I'm coming, hold on 10 seconds" feature.
5. Voice-based access--good.

Marketing Coup for Somebody

I think the wireless carriers have an increasing commoditization problem. One way to combat that is adroit marketing. For example, Verizon's Droid campaign has probably made a lot of people think that Android is synonymous with Verizon. It's pretty clever, seeing as T-Mobile had a 1-year head-start, being the only carrier with an Android offering.

So for the life of me, I can't understand why one of the carriers isn't pushing, hard, on the ability to allow parents to exert control to prevent texting while driving. Wait, maybe I can--they don't want to draw attention to the issue? Okay, then one of the handset manufacturers should push that angle.

Texting While Driving

Studies also show that it can be difficult for people to ignore the ping of an incoming text or call — for  psychological and physiological reasons. People may fear missing an important call from a friend or boss, or get excited by the prospect of receiving interesting news. Physiologically, researchers say, the lure of mobile devices has addictive properties, in that people feel an adrenaline burst when a call or text comes in and get a rush when they answer.

Those are the key points. I'm not too excited about the TMobile service on its own merits--$4.99 per month is just plain greedy, and I don't think it is the ideal implementation--but as a step toward wider awareness (I posted about that a year ago), it is an important start.

Another Entrant in the Texting-While-Driving Problem

iZup. Name is dumb ("eyes up", get it?), will be interesting to see if this category catches on. Others are ZoomSafer and TextEcution.