Earlier today I received an email from the PR firm being employed by mobile email company Berggi. In the message the author attempts to get me to agree to speak with Berggi CEO Babur Ozden about the company’s growth. The subtext here is that in 2006 I authored two posts on MobileCrunch that roundly bashed the company and its investors for utterly failing to understand the US mobile economy and introducing a product that in its then current configuration was bound to fail spectacularly. In my post I promised to issue a public apology if the company managed to defy my predictions and accrue more than a million users by the end of 2007.
Since then the company has made a number of statements that have at best misconstrued the facts and at worst have been outright deceptive. The email which I received (and which I excerpt below) is no exception. Since I felt obligated to respond to this message with some detailed analysis it seemed to me only fair that I share my thoughts with blognation readers and for the benefit of the Berggi CEO who should learn that it isn’t nice to try and trick a blogger into apologizing when in fact that blogger has been right all along.
Hi Oliver,
Despite your prediction last year that Berggi wouldn’t reach 1 million
paying customers, they are nearing the 2 million mark (should top it
by end of December), and continue to grow at about 15,000 users per
day…
…the partnership will deliver a broad range of consumer
mobile services — including ad-supported mobile applications — for
the Chinese market.
Would you have 30 minutes tomorrow afternoon to speak with Babur Ozden
(CEO) to discuss the deal? We will also discuss related news about
Berggi’s global momentum - new investors, new partners, and its
presence in Silicon Valley (its new HQ) and Beijing.
Best,
XXX
My Response
XXX,
Let me ask you a question; do you think I am stupid? As in unintelligent, of low IQ, mentally impaired or otherwise incapable of even average reasoning capability?
I only ask because your message is insulting to my intelligence in the extreme.
It is also incredibly disingenuous that you would characterize Berggi’s current situation as defying my prediction when in fact it proves it.
When I evaluated Berggi and predicted that it would not fly I based my prediction on your then current business model which was to charge average consumers with average phones $9.99 per month to access their email from their phones.
I quote from my original post:
“offers a downloadable application that bundles email, IM and texting capabilities, which costs $9.99 per month. Your phone needs to be data-enabled, to use the service, and the regular data fees from your carrier (per usage or on a plan) apply.”
Now come on… we both know that Berggi’s original model flew just about as well as the airplane in the image that accompanied my original post. To try and get me to retract my original statement is simply disingenuous. Especially based upon how Reuter’s now describes Berggi’s model:
Originally, Berggi planned to charge $9.99 a month for the service, then changed course earlier this year and made its consumer messaging services free, switching to an advertising-supported model. Growth took off with that change.
In the United States, the service runs on AT&T Inc., and Sprint phones, the No. 1 and No. 3 mobile operators, respectively.
Berggi is one of a growing number of start-ups seeking to bypass entrenched mobile network operators by offering consumers software directly over the Web, which they must download and install on their phones.
One big draw: Among Berggi users, text messaging is free. Berggi compresses text files into the data channel of mass market mobile phones, bypassing costly text messaging services.
This is perhaps the most backhanded attempt to get an apology as I’ve ever seen. You should really learn that bloggers do a good job with their diligence. In my case it has been a long time since I’ve made a prediction like the one I made about Berggi and been mistaken and I am careful not to make broad predictions in a cavalier manner.
The fact is that not only did your original $9.99 model fail and fail in spectacular fashion (as I said it would) but your user-base is comprised almost exclusively of people from third world countries.
As published in Alexa, here is Berggi’s composition of users.
Berggi.com users come from these countries:
Chile27.0%
Venezuela10.7%
Argentina10.2%
Mexico7.4%
Peru6.7%
Dominican Republic5.9%
Colombia4.7%
Ecuador3.7%
Puerto Rico3.5%
Brazil3.3%
Costa Rica2.8%
El Salvador2.6%
Guatemala2.5%
Bolivia2.2%
Panama2.0%
Uruguay1.4%
Paraguay1.3%
United States0.8%
Honduras0.5%
Spain0.4%
Cuba0.1%
Nicaragua0.1%
Other countries0.2%
At Berggi’s published rate of $9.99 per month for mobile email it would cost the Chilean consumer 5,151.34 pesos per month! for your service. Do you really expect me to believe that someone from that country would conceivably be willing to pay this amount of money for a service that they can get from a provider like Google or Yahoo! for FREE???
Additionally the US ranks 18th at 0.8% (yes, there’s a zero in front, it is really less than 1%) of Berggi users! (Not exactly stellar is it?) What did I say about getting middle America to adopt this model?
Like I said, how stupid do you think I am?
It seems that my original post really rankled your CEO, Babur Ozden, but the fact remains that my predictions have been exactly on target and the only reason that Berggi is still around is due to a significant change in business model and deals with international carriers that have also made substantial investments.
It is not clear from the various press releases or from available metrics but my suspicion is that in addition to being accurate about the financial model, Berggi has had trouble getting consumers to download the application to their phones too and that most of the “reported” growth has actually come from carrier deals where Berggi is actually pre-installed on handsets and does not accurately reflect on real world downloading or de-novo subscriptions.
This is not even the first time that your CEO has tried to use deceptive remarks to mis-characterize Berggi’s growth as exceeding my predictions. In a piece on Venture Beat earlier this year the reporter contacted me to find out my thoughts on your CEO’s claims that Berggi had proven me wrong author Dan Kaplan wrote: (and I quote)
Until now, the company has offered BerggiMail, a useful but relatively undifferentiated offering that packages e-mail, free SMS texting., and an instant messenger that works with all the major IM services. Berggi’s chief, Babur Ozden, says that BerggiMail has registered 500,000 users around the world since its launch in last November, and is on target to hit one million by the end of the year.
These stats are solid for a downloadable mobile application, but in order to reach them, Berggi had to make its service free. It originally planned to charge $9.99 per month, a business model that commentators like Oliver Starr criticized at the time.
It seems that Babur has a penchant for attempting to mislead journalists in an attempt to make it appear in articles like Berggi is doing better than it really is. He apparently hasn’t yet learned the painful lesson that journalists, and particularly journalists like myself that are also experienced analysts neither make predictions lightly nor do they take what a CEO (and especially a CEO that has mis-characterized factual data in the past in order to try and prove a point) says at face value.
In Babur’s case the numbers - and especially the numbers that would be based upon the model which I accurately predicted would fail - simply do not come remotely close to adding up.
In fact, let’s do that math, shall we? Let’s assume that Berggi has now amassed some 1.5 million users and that those users are all paying the equivalent of USD $9.99 per month.
Further let’s assume that on January one there were 500,000 such users on Berggi and that to get to that 1.5 million user mark Berggi is adding 100,000 new paying users per month.
I’ve taken the liberty of creating a little chart to demonstrate what Berggi’s income statement should look like:

Wow! $125,874,000.00 in top-line revenue in what would not even be Berggi’s second full year in business? I can’t verify this since the company was private at the time but not even Google had those kind of numbers. In fact, I don’t know if there has ever been a company that generated revenue like that in so short a time period.
If this was even the barest approximation of the truth not only would Babur be on the cover of every business magazine in the country but Berggi would be a household name (and you’d have deals with T-Mobile and Verizon in addition to AT$T and Sprint).
What’s more, if you were generating revenue like this there would have been no need for the investment that you took from Avanzit and Adara earlier this year - and any CEO that would give up equity in a company spinning off this much cash would be certifiable.
So… let me offer a suggestion; Berggi needs to apologize to me. I was right and in spite of your multiple attempts to demonstrate otherwise, it is patently evident that no amount of misleading remarks will change the fact that to stay alive Berggi has had to dramatically change its model, make deals with carriers, raise significant additional capital and expand almost entirely outside the US.
I’d also like an apology for insulting my intelligence. As I said earlier I don’t appreciate it when someone tries to make me look foolish when in fact I have been right all along.
Oh, and to answer your original question as to would I like to speak with Babur? Honestly, not particularly. He’s more then demonstrated his propensity for creatively misconstruing the facts and I don’t really have the time or inclination to have a discussion with someone that takes that approach. Particularly when it is so evident from the factual information that is readily available what the truth of the situation really is.
Incidentally, I realize that your goal in this was to get me to a) apologize for being incorrect in my prediction (which I was not) and b) to do so publicly on my blog as I had previously promised (in the event that I was wrong- which as stated now multiple times, I was not). In considering that this was your goal and feeling somewhat badly that it hasn’t gone as expected I do think it’s fair that I give you some coverage so I think I’ll repost this analysis since I’ve now devoted far more time to proving my point than would have been required had the real facts been acknowledged by your CEO.
In parting let me offer one last bit of advice; don’t insult the intelligence or credibility of a journalist lightly and never do so when the public record makes it clear that your assertions are factually false. It won’t ever turn out positively for you - as I’m sure is clear from this exercise.
Oh, and one last thing; have a nice day.
Oliver Starr, Global Mobile Editor
http://usmobile.blognation.com
http://blognation.com
PS: please forward a copy of this email to Babur Ozden, I don’t have his email address or I would have done so myself.
