magicJack Changes VoIP Positioning

It is early on a Saturday morning and a I flip through channels on the TV I noticed an infomercial for magicJack and I just can’t believe how good it is. I have been hearing that the magicJack has been selling lots of these devices and the company’s competitors tell me often that they are a very tough competitor.

The concept is simple. Use a USB-based ATA and connect any analog phone. The device gives you the best features of Skype and Vonage in one. It is convenient like Vonage and is cheap like Skype.

The pricing is pretty good at a flat $19.95/year for calls, voicemail, Call Waiting, etc. You also get a phone number.

The infomercial touts a 30-day free trial as well.

I haven’t had a chance to try one of these devices but I get the feeling this product will launch a new category as it simplifies VoIP.

The company deserves high marks for great marketing as this infomercial is very compelling.

It is also worth mentioning that in a conversation with Net2Phone about a decade ago the company’s PR team told me sales were doing better because they stopped marketing the fact that they were putting phone calls on the internet.

Vonage, the most popular pure-play VoIP provider doesn’t really tout the technology behind their service and neither do the other players in the market.

magicJack in contrast does peripherally discuss the advanced technology the company uses and moreover cites market research growth statistics in the commercial. It even uses terms like calls over the internet and even dares to pronounce “telephony” on TV.

I am truly fascinated by how this company positions its products and am waiting to see if magicJack changes the competitive communications market in the world. I suspect we will see more companies doing similar things and packaging their products in a like fashion and switching to pricing plans that are very close to this offer.

  • tom
    August 2, 2008 at 12:33 pm

    i just really really wish that they would allow the use of a traditional ATA instead of USB device. the pricing completely blows everyone else away; but i can not stand the idea of having to leave my computer on to receive calls.

  • Dr Ashok Kumar Kedia
    August 31, 2008 at 12:51 pm

    Need Agency or Distributorship for Asian PAcific.

    October 21, 2008 at 6:51 am

    I agree. MJ needs to take care of the issue of allowing their customers to use their service without having to turn on their computers. Most voip providers can do this, even my prepaid phone card company has a voip feature that can be use with an ATA device so it can be use without a computer.

  • Rob
    August 21, 2009 at 1:36 am

    MJ costs as much as Vonage if you factor in electricity to leave a computer running 24/7 or even 12/7.

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