Peek makes devices that focus on doing one thing and doing it well. Their flagship products are mobile email device readers, and that’s all they do: email + text. In other words, no browser, no apps, nothing fancy. The interesting thing: people love ’em.
So when Peek announced a Twitter-only device, reviewers and consumers reacted in the same way: what a colossally useless tool. Who wants another device just for Twitter?
It may be useless as a productivity tool, but as a marketing tool I think it’s genius. It probably took a very minor investment to outfit a Peek device with a Twitter client. It creates a huge buzz as a silly device that only does one thing. Peek gets play in the news because of the oddness of the device (and the concept) while reinforcing their core message: they make devices that do one thing, and do it well.