Online retailer Reason Wireless Ware in Denver is hoping to appeal to consumers’ logical instincts when it comes to shopping for wireless products and services.
At Reasonware.com, consumers use what Jeffrey A. Kohler, Reasonware’s chief executive officer and co-founder, coins as the “voice of reason.” The site uses sophisticated decision-analysis software to walk visitors through the Web site and the often confusing wireless decision-making process.
The company said its service is unique in that it requires users to answer only five basic questions, including “Where do you live?” and “Spend much time traveling?”
This method is slightly different than competing Web sites such as decide.com and point.com, which require users to answer more questions with more specific answers, including the estimated number of minutes per month they plan on using their wireless phone.
“We designed our site for the person who doesn’t want to answer a bunch of questions,” Kohler said.
After answering the five questions, Reasonware.com makes several recommendations of calling plans, phones, pagers or handheld devices that best fit the user’s profile. The user then can choose whether or not to take one of the recommendations, tweak their preferences a little, or forgo the recommendations and take a look at the stock shelf.
The company was started by Kohler and Christopher R. Hotz last October. Both Kohler and Hotz worked for AT&T Wireless Services Inc. for many years and, according to Kohler, became frustrated with how little carriers were doing to make the purchasing process less complicated.
From the beginning, Kohler said he wanted “reason” to be a key element in the Web site design.
“Technology without reason will become increasingly useless to people,” he said.
In support of Kohler’s vision, several high-profile football players last week made substantial monetary contributions to the Internet start-up.
Reasonware announced it raised $1.74 million in its first round of financing. Lead investors included Denver businessman Dick Robinson, co-chairman of Robinson Dairy Inc.; and National Football League players Rod Woodson of the Baltimore Ravens, Carnell Lake of the Jacksonville Jaguars and Anthony Lynn of the Denver Broncos.
Kohler said the company will begin its big advertising push in March and is currently in negotiations with about a dozen companies to form alliances.
