Late last week I had the opportunity to interview Shai Berger, the CEO and Founder of a new company called Fonolo (Phone-Oh-Low) that I think you’re going to like as much as I do.  Fonolo solves a problem that we all have, is something that is almost universally hated and which we all thought, up until now, was an evil that simply must be endured.  The endless misery dished out at the hands of IVR systems all over the planet.

For those of you that haven’t heard the term IVR,  it’s an acronym for Interactive Voice Response - in other words it’s one of those pesky systems that answers your calls when you call just about any large company.  Usually you’re greeted with the statement, “please listen carefully as our menu options have changed…” or else (and especially if you’re calling from California) “If your language preference is English, please press one now. Si su preferencia de la lengua es español, ahora presione por favor dos.”
What follows is a list of options and the buttons you need to press in order to navigate to the place in their system where you can actually accomplish the task you had called to do in the first place.

Any adult in the modern world has spent countless frustrating hours, usually enhanced by some mind numbing muzak or even worse a promotional jingle on a repeating loop while attempting to get the help or service you needed when placing the call.  I don’t know what the total time lost to US workers each year is while we struggle through these IVRs but I’m certain the time loss would run into the hundreds of millions if not more.  But hey, there’s some good news.  Especially if you loathe IVR systems as much as I do then I think  Fonolo is going to be your new best friend.

The way it works is actually quite simple.  Instead of calling the company and entering IVR purgatory, you go to Fonolo and find the company in their index (they are adding new companies all the time - in fact, this is one of their competitive insulators, the number of IVR systems that they have already identified and mapped).  When you locate the company you want, you are presented with a visual map of the IVR system.

Simply scan down the map (an example of such a map is on the right) until you see the location where you need to go and click the button on that location.  Fonolo will now place a call, do the navigating and waiting for you and then ring your phone once it has reached the location in the IVR system that you had previously specified. No more grinding your teeth while listening to endless menus and muzak, no more wasted time when you could have been doing something more interesting or productive either.

The only thing that is going to be frustrating now is the wait while Fonolo indexes the millions of IVR systems that popluate our world.  You see, while the concept is simple and the UI is intuitive, the process behind the scenes is incredibly difficult.  Imagine the work required to identify each segment of every IVR, program a computer to enter the correct tones at the correct time and then to know when it has arrived at the desired location so it can call you.

Plus there’s the added burden for Fonolo of keeping current as companies modify their IVR systems as they grow and change.  This is an absolutely massive undertaking - not one for the faint of heart CEO that is for certain.

There are lots of ways that Fonolo can make money - most of which don’t include charging the end user - although don’t be surprised if Fonolo rolls out with some carriers and then those carriers promote the service in some white labeled format and charge you for the privilege of using something that the company is currently giving away for free.

I really like this concept.  It’s original, useful, well thought out and absolutely something that I will use myself.  It’s also the sort of thing that reminds me why I like writing about applications.  Even though there are so many companies creating software right now, there are still a ton of new and/or better ways of doing things that are just waiting for an enterprising individual with a vision and the desire to see it through.

Fonolo is just such a company - one you should definitely add to  your list of time saving tools that you have to check out.

Tags: Features, Getting Things Done, Oliver Starr, Software //