SEATTLE—February 24, 2008. When Methodologie, a Seattle-based communications strategy firm, moved into new headquarters last year, employees left their desk phones behind. Methodologie purchased new iPhone 3G models from Apple for each of its 30 employees as soon as they became available. 

“To stay ahead of trends, we need to be intimately familiar with the capabilities and functionality of the next generation of smart phones, and the iPhone is leading the pack,” said Janet DeDonato, founder and partner, Methodologie. “More and more people are communicating and accessing the Internet through mobile devices like the iPhone, and we will be ready to advise our clients on how to reach audiences in this new environment.”

The iPhone’s influence at the firm goes beyond mobile communications trends. Not long after the phones were distributed, designers were creating websites with dashboard-style navigation like the iPhone’s simple interface.

“Apple is the leader in user interface design,” said Methodologie’s IT manager, Luis Antezana. “The iPhone is not just pretty but also easy to use. It is one of the best examples to follow for functionality as well as aesthetics.”

The phones also contribute to productivity. When staff members are at their desks, their phones rest in docking stations, replacing the traditional landline. But, with the phones integrated into the company’s IT infrastructure, employees can access their office email, calendar, and contacts from anywhere, at any time.

“The iPhone reflects the way our staff is actually working today,” said DeDonato. “The portability and performance of the phones allow us to stay in better contact with each other and with clients, whether we’re across the street getting coffee, on the other side of the country for a presentation, or just moving around the office.”

What makes the iPhone different from other smart phones is the ease of use and ability to view files, such as Word and Excel documents, PDFs, and high-quality images.

Royal Stuart, an account manager, recalls helping a client solve a problem after hours during a long commute on public transportation.

“I was able to answer the clients’ need right away, rather than making them wait until I got home or until the next morning,” he said.

Because Methodologie works with clients and vendors across the country, the phones make time zone differences less disruptive to personal schedules. And since the phones serve as each staff member’s direct line, being away from the desk is a state of mind rather than a physical location.

“People look at you funny if you’re on email while at the park enjoying a beautiful day,” said Partner and Brand Strategist Anne Traver. “But if I weren’t on email, I’d be stuck at the office and really not enjoying the weather.”

This flexibility was demonstrated the first day the iPhones were distributed, when Marketing Communications Manager Bo Gilliland composed and sent out his weekly email update to staff from his new phone while riding the bus home after work. Responses to a joke he made about getting motion sickness started coming back almost immediately from coworkers who were out to dinner, already home, or on the way home themselves.

The iPhones are just one example of how Methodologie encourages employees to stay ahead of trends. The firm also offers weekly educational seminars on interactive communication and social media.