What do you like about the iPhone?

"We think that the coolest feature of the iPhone is the first thing users see when they turn it on: the applications. The home screen contains an on-device portal which offers consumers a handful of one-click icons into widgets and applications that deliver pre-packaged rich content, like maps, traffic, stocks, and more. Widgets set the iPhone apart, and they will be key to the iPhone user experience.

"As a company that pioneered the concept of on-device portals back in 2000, we love the fact that Apple has chosen to deploy the most popular mobile services using a quick-click interface that makes navigating and searching for content more user-friendly and personalized.

"Easing data entry is critical to the adoption of data services and Apple's initial attempt at this is impressive.

"The consistency of the experience also elevates the iPhone's usability and Apple's brand along with it. By establishing a consistent look-and-feel across all of the iPhone widgets, consumers can enjoy intuitive search and discovery without having to learn different data entry techniques as they move between applications. No matter which widget they use, users get the same user experience, navigation, and look and feel. The on-device portal approach enables Apple to "own" the end-to-end user experience on the phone."

What about weaknesses?

"The biggest weakness isn't actually a feature of the iPhone but it will reflect poorly on Apple regardless: the EDGE network. It is really shocking that Apple would build a phone that is focused on creating the best user experience in the industry and then use a slower speed network to deliver it. They have been marketing how the Safari mobile browser will revolutionize the Internet on the phone. Well, a browser is only as good as the network it is running on and Safari on EDGE is sure to disappoint consumers. This will make the on-device applications and quick-click widgets an even more important part of the iPhone experience as people become disenfranchised with the browser.

"Also, as we mentioned earlier, it is applications that really set the iPhone apart. So why not open up the development environment so that consumers can start personalizing their iPhones with tons of widgets built by creative third party developers? Obviously, Apple has been paying attention to third-party developers to see what was and wasn't working in mobile. Shutting them out now is clearly a mistake. I expect that Apple may change its mind on that with the next generation of the iPhone. Technology and data services enthusiasts simply won't use a phone that doesn't let them download the third party applications that they have become dependent upon."

Is the iPhone a game changer?

"No doubt. It throws down the gauntlet to network operators who have held consumers hostage with cryptic phone interfaces, a dearth of usable applications, and frustrating support systems. Consumers have been disappointed with the mobile industry and certainly the data services experience on their phones. The iPhone has put into place a number of the features that mobile usability experts, like Action Engine, have been championing for the past decade. For example, a recent report from mobile analyst firm Strategy Analytics found that executing a simple music download from a network operator portal typically takes 18 to 39 clicks. That is simply unacceptable. Apple's on-device portal approach lets consumers perform that same task in under six taps on the screen. That's a game changer."

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Tom Taulli is the author of various books, including the Complete M&A Handbook and the EDGAR-Online Guide to Decoding Financial Statements.