Building a better cell phone

Industry experts say the companies understand the stakes involved in making sure their designs attract customers and keep them loyal.

"To think that they're putting this kind of effort into the interface is welcome news," said David Chamberlain, principal wireless analyst for research firm In-Stat.

How well they're doing is a different matter.

Some analysts pointed to niche providers, such as youth-oriented Amp'd Mobile and sports-centric ESPN Mobile, as good examples of intuitive design, marrying easy-to-understand menus with pared-down lists of content aimed at their particular markets.

But none of the carriers impress Roger Entner of market research firm Ovum. Entner says most carriers are trying to replicate how people use personal computers instead of coming up with a new approach.

"What do (customers) do best on the phone? They talk. What do they do worst? Type. Why is every user interface based on typing?" Entner said. "Right now, the software developers take advantage of every weakness a device has and none of the strengths."

Some wireless carriers and third-party companies are experimenting with voice-recognition technology. Kirkland, Wash.-based VoiceBox Technologies, for instance, plans to release a product later this year that recognizes words and context in a customer's speech to immediately bring them content on their phones.

Other companies are tailoring phones and services to specific markets, such as Firefly Mobile offering a simplified phone for children ages 8 to 12, or carriers developing phones with larger buttons and brighter screens for elderly customers.

Charles Golvin of Forrester Research said a recent survey indicated few cellular customers choose a phone based on its usability, typically because they either don't think there's anything better or, like Bales in Kansas City, don't think they need those services.

But Golvin said for the market to truly grow, the programs and devices are going to have to become more graceful and not just the purview of tech-junkies.

"Early adopters are less retarded by the user interface," he said. "As we're moving from the early adopters to the more mainstream customers, it will make a huge difference."

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