Here is how the Peek works: After you purchase a Peek, you simply enter 4 things –  First name, Last Name, Email address and Email Password.  The email address can be any e-mail address. For example, I used my [tom][at][tomchikoore.com] email address and Peek auto resolved my server. No entering IMAP and POP servers and ports  and authentication methods, none of that – just an email address and Peek figures out the rest. From the information that I gleaned from their tech blog (which I think is the most transparent tech operations blog of the tech operations blog that I know of), Peek is running EC2 instances that act as proxies to my email account. The EC2 instances perform some interval polling on my mail server and deliver any emails to my Peek. The Peek has nationwide wireless coverage and I think that is because they are working with nationwide providers.  I was able to prove this nationwide coverage while vacationing in the Black Hills of South Dakota during the Labor Day weekend; my Peek received messages while my iPhone had a several hiccups.

In addition to the simplicity of usage, I really love the Peek pricing and service plans.  I currently own the Peek Classic which I purchased for $19.95 with a $19.95 service plan (the service plan starts from $14.95).  With the Peek Classic, I can setup up to 2 email accounts and I can send and receive an unlimited number of emails.  For those who want a little more oomph, there is a Peek Pronto that costs $59.95, and supports up to 5 email accounts, instant email, unlimited email and unlimited texting (all for the same service costs that starts from $14.95). In addition to the 5 email accounts, the big difference between the Classic and the Pronto is the instant email (which I assume is simply higher polling frequency to your mail server) and support for text messages.  The physical device is the same for both the Classic and the Pronto.  It features a scroll wheel like a Blackberry and a QWERTY keyboard.

I am not sure how well Peeks have been  selling (since last year when the Peek debuted) but from a business strategy point of view, I think the guys at Peek are onto something for the following reasons:

1. Single Purpose Device

There is a good segment of the consumer market that simply wants mobile email and are not interested in anything else other than that.  Moreover, I do see a lot of potential for Peek usage by businesses, especially small businesses.   First, all the small businesses that have always wanted Blackberries but could not afford them, the Peek is a very low cost alternative. Second, I see applications for Peeks in small businesses that are characterized by  one way messaging to mobile field employees (for example:  the dispatch of instructions home contractors).  

2. Price

The low cost of the Peek devices and  service plan has the potential to bring mobile email to the masses.  Small businesses that wish to streamline field communications without huge hits to their budgets provide the biggest potential market for Peeks.

3. Simplicy

The Peek is very un-geek. It is very simple to setup and very simple to use.  No “Geek Squad” or “Genius” needed here. Take a Peek out of the box, enter your name, your email and password and you are good to go.  The simplicity makes it a very consumer friendly device and eliminates/lowers technical support costs for businesses.

I admire the thinking against the thought stream that the guys at Peek are doing and I think that they will be successful.  They have been harvesting a number of awards and thats a good sign.

On a personal note, I have developed a bias towards Peek devices because I have come to the conclusion that  the low cost and simplicity of the Peek device render it the perfect device that can be leveraged to mitigate some of the effects of  the ‘technology divide’.  Given that, I have chosen Peek to be the primary technology device for a non-profit project  that I have started  and that I will be announcing in the next couple of weeks.  Simply put – the Peek has a potential to democratize a lot.