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Awards
IDEA Gold
Clear Communication
With Altitude’s design, engineering, and branding insights, Pingtel was able to make the leap from technology developer to a consumer-products company. Following an extensive branding and development initiative, Altitude designed Pingtel’s first product, the Xpressa, the industry’s first VOiP (Voice Over Internet Protocol) business telephone. With Xpressa’s introduction, Pingtel received $17 million in venture funding, resulting in a partnership with 3COMM.
Building a Brand Infrastructure
When Pingtel wanted to productize its customizable Java-based Internet protocol architecture for an office phone, it came to Altitude. Because Pingtel had no existing products on the market, the process began at ground level, with an exploration into the needs and desires of Pingtel’s intended customers. We discovered that while the end users of the phone would be business professionals, it would be the responsibility of a company’s IT department to order, install, and maintain the phones. Every aspect of the phone needed to reflect this dual nature: its form, features, logo, and even packaging material and marketing collateral.
Delivering Values: A First Product That Spoke Volumes
In essence, Altitude became Pingtel’s product development division. Our design challenge was to set the Xpressa apart in the IP voice services market through high sound fidelity, personalization, and a customizable interface. At the same time, utilizing these high-end capabilities had to be an intuitive process. We explored numerous navigation concepts before developing a scroll-wheel interface that functioned like a Rolodex, enabling the user to efficiently access deep content like lists, directories, and logs. Once we finalized the design approach, Altitude’s engineers took the concept through production engineering, tooling, manufacturer qualification, and managing the production ramp-up.
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