HispanicBusiness

What I want to show you is my Orange phone. Forget the passage - the handset. What I want to show you is how I can use this more, how my customers can use it more, which means more minutes of use, which means more revenue.

HB I read where Orange was the first Windows-powered phone. Is that right?

TRUJILLO Yes. Anyway, what I was going to show you. If you look at the icons on the screen, you see my [Internet] home page, just like on a PC desktop. Next to that is my contacts, messages, calendar, and over here is information like news, sports, and downloads. You can see my radio is off, because when I got here, I had to do my settings and I just turned it off. It has my calendar. If this were working right, I could scroll down to "Tennis lessons with Jason" or check my e-mail. The point is, I only have one button.

Today, most of us just make calls, so most of us spend about nine and half minutes of use [on the cell phone] per day. In Europe, they spend about five minutes of use per day.

The punch line is, if I could use this for more things, I'd spend more air-time. I use this for my calendar. I used to use a [Palm Pilot device]. I just scroll down and I can look at my calendar.

HB So all these plans now, they give you buckets of minutes. You're not extracting any more value. So this ...

TRUJILLO Right. Also, I can check ... The coverage isn't good along the coast. What you can see is that I can access news, weather, sports, I can check e-mail, I can send e-mail responses, I can check messages. Now you have a picture where instead of being on there five minutes a day, it might be 10 minutes, or 15 minutes.

Also, while you're driving, access traffic information with one button. Most [cellular] companies actually have that today, but you have to be a genius to figure it out. What if I made it just a screen icon? Wouldn't that be nice?

What about your contact list? I'm going through the process of moving my life from the U.S. to Europe. It's a nightmare, because my whole life is built around contacts - family, friends, business relationships, investments. All these things that you've built. Try to transfer that - it's at the center of your life at work, at home, on your PC and on the go.

Wouldn't it be nice if you could have all that information provided to you on a network-based application stored on a server? So when you turned on your PC, it would be there. When you turned on your cell phone, it would be there. Or at work - boom, it's there. And it's the way you want it. Life today is about what I program into this device.

In the Europe and U.S., if you have one of these devices, and it breaks or you lose it, guess what? You have to reprogram all those contacts.

HB It's pretty vulnerable.

TRUJILLO What I'm looking to do is create a new strategy that centers around embedding this intelligence on the network so it shows up on whatever device you have. So if you're sitting at home, and you decide to access it with a PC because it has a bigger screen, boom - it's there.

The network hosts the intelligence, the features all show up the way you want them. Or at work.

That's part of the transition. But also this idea: How do I make this one-button, one-screen, one-step possible? There are two things you have done in your life that you would have learned if you grew up in Nigeria, Thailand, New York City, or the beaches of Southern CaliforniTrujillo One, we've all learned to look at pictures and recognize their meaning and push on buttons to get what we want. You see the beginning of that on these screens.