Headline Feeds
Toolbars and add-ons bring increased functionality to Web browsers and
the computers that run them. UK-based SpinVox does the same thing
for cell phone users. The company offers several services that convert
voicemail to text messages or e-mail 
and allow message broadcasting to
listed recipients and social networks.
SpinVox is just beginning to market these services to U.S. consumers, and all of the company's offerings are not yet available through individual cell phone carriers. For those customers whose cell phone carriers are already on board, though, the services can be acquired by signing up at the SpinVox Web site and activated through the user's handset settings.
A few of the services, such as message blasting and speak-to-text, could give businesses added efficiency in communicating with a field of employees in separate locations. Other services, such as blogging and social networking, will no doubt appeal to consumers who can't keep their fingers and eyes away from IM screens and texting buddies.
Perhaps the most useful features for consumers and business users alike are the voice-to-text and memo offerings. All of these uses start with the cell phone as the main source of messaging.
Marketing Mix
The SpinVox Web site gives only a minimalistic overview of the communications toolbox the company offers. The brief explanations of the offerings are presented in a confusing and sometimes overlapping manner.
Getting the service choices started, however, is more functional. Potential customers can sign up for one or more options online and get instant directions on activating the service.
The Web site could be a turn-off to some consumers who are not willing to take a free trial of one or more of the services. The site's design is clearly British-based with phrases and cutesy illustrations that shout British culture. Perhaps a marketing approach better targeting U.S. users would be more welcoming.
Another problem is that the services are not clearly delineated between offerings for individual consumers and service providers.
Note to Self
The goal behind SpinVox for consumers is to give cell phone users tools to enhance their communication efforts. Most cell phone accounts already permit call forwarding, for example. But messages that go unanswered still are either missed calls or captured as voice messages at the forwarded number.
SpinVox adds a better option. The cell phone user can forward the incoming voice message to a converted text message delivered to either an e-mail address or to the cell phone's text message in-box -- or both.
Many cell phones have a voice-recording feature built in for speaking personal notes. SpinVox takes that idea one step further. With the memory feature, users can speak a voice message to themselves. The phone then sends a converted text version of that memo to the user's e-mail in-box.
Even More
BlackBerry users and those with other smartphones can already send live updates to a Web site. SpinVox's Blog feature lets cell phone users create voice commentaries in real time and send a converted text message to their blogging site.
Business users and users with a large friend base can use SpinVox's Blast feature to speak a text message and send it to as many people as they like. The text version can go to designated mobile phones, e-mail in-boxes, or both. The feature lets the subscribers add, delete or update their group of friends.
The Social Networking feature is similar to the Blast option with one key difference. It enables the subscriber to share comments instantly by posting a converted text version of the spoken entry to their chosen social network.
Another somewhat redundant feature is Messenger. The subscriber can speak a message and disperse it as text. For workers in a noisy environment, for instance, this option can let the user be "heard" in a crowded room quite easily and privately.
Testing SpinVox
Setting up a SpinVox account was fairly easy. I received by e-mail a user name and PIN that allowed me to log onto my account and tweak the settings. I also received a phone number to use for retrieving forwarded voice messages.
Depending on the phone carrier, the actual configuration will differ slightly. In my case, my AT&T (NYSE: T) mobile device allowed me to easily activate call forwarding by entering my SpinVox phone number. I did not have to contact my phone carrier's customer service department to add the service. Of course, I may have to pay for the call forwarding activity when my next monthly bill arrives.
During the free trial I did not incur any additional costs from SpinVox. And the numerous long-distance calls to retrieve my forwarded voice messages didn't affect my no-charge cell phone calling plan. But the additional stream of text messages to my phone's in-box accrued against my plan's monthly texting total so I might get hit with a higher bill for that.
Ultimately, I see little use in getting both e-mail messages of converted voice calls and phone in-box copies. So I can reduce added costs by not having text conversions of voice mail sent to the phone. My e-mail account on the computer is free. But then, I always travel with a laptop or a netbook, so for me, that option is redundant.
Configuring Options
In setting up my forwarding options from the cell phone, I could choose to forward an incoming call if my cell phone was busy, if it was not answered or it was not available. Each option entailed entering the phone number to use for forwarding.
My handset allows me to deactivate and reactivate each of these settings, so I did not have to change or disable the voice message phone number to my carrier. This arrangement makes it easy to turn the call forwarding to SpinVox on and off as needed.
I also could call into my SpinVox phone number using any phone, enter my PIN, and change my voice mail outgoing message. The same dial-in process allows me to access voice messages from any phone, delete messages, etc. This works much like any cell phone voice mail system.
How It Performed
The message conversion process and message delivery was surprisingly fast. I suspect the speed of message delivery is dependent on two factors. One is the efficiency of the email Internet service. The other is the traffic-handling capability of the cell phone carrier.
In my case, test calls I made to my cell phone were sent to my in-box and e-mail in less than 90 seconds. The delivery times varied with each test, but never did I have to wait any longer than receipt of normal phone text messages or computer e-mail delivery.
Each text message contains a quick link access number. This makes it possible to call my SpinVox phone number and enter my PIN, and then the Quick-Link message number to get to that specific message without wading through other messages stacked up in the voice mailbox. Of course, I could play back or skip messages without going directly to a particular message.
Pricing and Impressions
Overall, I was impressed with SpinVox. It was easy to set up and simple to use.
The ability to forward calls from my cell phone and to read text versions of voice messages can be very handy. Getting text copies in e-mail suits my usual work routine.
I can file the text messages of phone call voice mail with other e-mail communication since I prefer not to play telephone tag in dealing with news sources and editors as I engage in my work as a technology journalist always on the move.
Pricing information from the company was not fully clear -- the pricing is often controlled by the phone carrier. Two prices quoted by SpinVox were US$5.99 per month for an unlimited plan with Alltel and Cincinnati Bell and $9.99 per month for UReach.
SpinVox offers the blogging and memo features for free.
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