On September 15th, Target Corporation will begin selling the Peek, a mobile email service using a 8 MG tri-band handheld device that will sell for around $99.95.  You might be wondering, “Why another PDA type device?”

That’s where the Peek is different.  It is a single-use device and not a multi-use smart phone.  In other words the Peek won’t offer web browsing, phone, mapping, GPS or any other convenience we’ve come to expect from the latest and greatest mobile roll-out.  It will only provide a full-time, always-on, instant access to your inbox whether web-based such as a pop mail account or enterprise based on your company’s server.   There are no confusing menus, buttons or mice to tame.  Just a simple track-wheel to navigate the always available inbox staring back from the device’s crackberry-sized screen.  The Peek will be offered in three different colors: charcoal, dark cherry and aqua.

For Nationwide coverage and unlimited access to your webmail account and also any other email accounts up to a maximum of three accounts total, you will pay approximately $19.95 per month billed to your credit card account.  Peek will in turn tap the T-Mobile USA network to help provide the service to Peek’s subscribers.  The service will be offered free of contracts, activation fees, credit checks or late fees (remember that credit card account?).  Sounds pretty simple?  That’s the idea.  Peek’s website devotes quite a bit of copy revealing that their entire marketing campaign focuses on keeping things simple.

Who is Peek?   Peek is a startup that was launched by the co-founders of Virgin Mobile USA.  The company raised an initial round of $15 million in December of 2007.

The pundits are critical and point to a few other failures of single-use device such as AT&T’s ill-fated text messaging device in 2004.   However there seems to be a simplification movement in the works.  A visit to any cellular provider will reveal simple handheld mobile phones that are geared to Traditionalist and aging Baby Boomers complete with large keys, speed keys and a complete lack of confusing options.  Perhaps there are people who only want to make a phone call.  With that in mind – how about just email?  Peek is betting on the trend.

What are your thoughts?

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