For some time now I’ve been using an iOS/Android app called “Heytell” to communicate with a number of friends and relatives. Heytell’s appeal is that it offers reliable asynchronous voice messages that are quick and easy to send to people when you don’t want to invest the time in a phone conversation. Heytell’s success as an app is that it offers something that’s less than a phone call but does it very well indeed.

Text messaging is successful and popular because it offers the opportunity to send quick and easy messages directly to the cell phones of others if you don’t want to invest the time or effort into writing a full-fledged email. Text messaging’s success is that it offers something that’s less than an email but does it very well indeed.

For some time now, I’ve been experimenting with various set-top boxes, including the Western Digital WDTV as well as built-in apps in a couple of different brands of Blu-Ray players, the software version of Boxee, an Apple TV, and even a Mac Mini connected to my HDTV. All of them had their strengths, however, it still felt as if something was somehow wrong or missing from each one of those experiences and user interfaces.

Over the weekend I bought a Roku 2 XS. The Roku is by far the best set-top box experience I’ve ever had. Roku has got it right. They’ve currently got well over 100 apps to chose from, with many more constantly being added. Roku has a tremendous amount of content provided by those third-party apps, and content drives success. Content is king and always will be.

It hit me what the appeal of a box such as Roku is with its third-party apps. These streaming apps, such as Crackle, Netflix, etc. are something less than a full-fledged cable or broadcast TV network. They can have lots of highly-specialized content to choose from, such as Netflix, or such a small amount of highly-specialized content that it’s only updated once a week. Big traditional cable and broadcast networks provide only one program at a time that the viewer has to make an appointment to watch. Roku video streaming apps provide specialized content that in many cases could never make it on a traditional broadcast network because the audience would be too small. That same specialized content begins to have tremendous appeal in a Roku app venue where it’s something less than a full-fledged network environment, yet delivered very well indeed.

On the Internet, less really can be more.