February 2, 2010 19:02 cambrosio
In a recent meeting I attended, Henry Ford’s quote was used to remind us that consumers are rarely the source of innovation. I would suggest that this maxim also applies to the philosophy of mobile technology professionals developing new, emerging devices. The wireless industry is still driven by the engineering-driven belief that giving users “faster horses” (read mobile broadband) will be the fundamental driver of future non-traditional devices.
To be fair, we should note that early efforts are progressing - the Amazon Kindle ignited e-book developments; rabid press coverage of the Apple iPad continues; recently, even AT&T reported that it had added 1 million new “emerging” devices in Q4 2009.
Hold your horses, though – the future appears bright for e-books, but the iPad is largely unproven and pricey. At AT&T, the majority of these are sensors adding little incremental revenue, a sign that AT&T and Jasper are making progress and less a sign of consumer device innovation.
During 2010 we will continue to hear many companies heralding their new emerging devices as “innovative” offerings that will drive consumer wireless penetration into the stratosphere.So how can device OEMs define emerging device innovation? The worrisome truth is that they will have to go far beyond their staple expertise in industrial design. While this will continue to be important, I would offer a framework including five important elements of innovative emerging devices (which we'll dissect in more detail in coming weeks):
1) Branding – Innovative device brands will partner with compelling service, content, or application brands to dominate headlines and also realized profits;
2) Use Case - Emerging devices designed or optimized for one or a select few applications as the “primary” use will be easily understood by consumers, and more easily valued for service delivery by operators;
3) The user experience – The UX will continue to be the most important factor driving innovative emerging devices. This will be the most formidable hurdle for traditional OEMs;
4) The wireless business model - A transparent business model where the wireless costs are embedded in the device price will ultimately be the most consumer friendly option;
5) Distribution - Big brands will innovate by leverage existing resources and strong consumer awareness, directly and via partnerships with content and service players, to drive sell-through in traditional and online consumer channels. Chris Ambrosio