Ooma, a new Startup aims to turn the VOIP business up side down. Their approach is device centric and not service oriented.

This means Ooma sells you hardware for a one-time price of $399 and after that you can make unlimited U.S. domestic calls. Ooma has TiVo co-founder Mike Ramsay on their board. He sure will be able to give some pointers in service versus device oriented business models.

An ooma system in your home includes the ooma Hub connected to your broadband connection and your primary phone, and an ooma Scout for each additional active phone extension you use in your house. Ooma is based on P2P and your Ooma Hub will also carry other calls through the network.

Each Ooma system features:

• Instant Second Line™ – gives users access to a second line in their home, with no installation or new phones
• Broadband Answering Machine™ – combines the power of voicemail with the convenience of the Internet and ease-of-use of a traditional answering machine
• ooma Dial Tone™ – delivers unique tonality through an audio interface, creating a new dial tone
• ooma Lounge – provides consumers with the ability to manage their voice mail and call settings online