Author: Alex Matthews, Head of Creative Technology, BBH London
As a tech boy I am always less interested in marketing per se than I am in marketing through services – solving problems and creating something useful – and this is what I was hoping to find on my first visit to SXSW. Initially though I found myself in a Comedy in Technology talk where the little fella above did five minutes of standup – he’s been created as part of the drive to make robots more human, using comedy as a barometer for their humanness – pretty impressive, but still some work to do.
The Beyond Mobile talk was a great example of what I hope is a trend towards a “less is more” mentality, suggesting we need to stop making everything ‘smart’ and instead have one or two smart devices and create many interfaces into them. Also suggesting that devices need to get ‘dumber’ is right up my street. The best solutions are not always the ones that add a million buttons and an Android OS to your microwave – instead just make your microwave remember the time after a power outage (after all, for 99% of the time we only use out microwaves as a clock).
In the same vein was a talk by Golden Krishna (who recently joined Samsung) about his premise that The best interface is no interface. In his paper he discusses the 13 steps that are demanded by car-door unlocking apps now coming to market. Is this really a more efficient system than a key? Or a better system than the non-app solution developed by Mercedes ten years ago?
The Robot in your pocket: AI powered applications talk from Gravity‘s Amit Kapur and Xobni‘s Jeff Bonforte also ran on a similar theme (and is well worth listening to here). Phones have 14 sensors typically – all of this data is available to us and to developers and yet we are still not using it to its full potential. For example, asking Siri to “call Chris” pulls up a list of the Chris’s in your address book. With your behavioural data at its disposal, surely Apple should know that most evenings at 6pm the Chris I call is Chris Smith as I try and organise a quick beer after work?
Although there were quite a few relatively pointless apps on the trade stands I must big up one app that I found – Speakerfy – it allows you to simultaneously and synchronously play a song from your phone or laptop to multiple devices that also have the app. Basically, it creates a multi-speaker system on your and your friend’s phones. It’s going to make bus journeys with school kids even more noisy I’m sure.
Finally, I have to mention the Google Glass presentation in which they live-demoed Glass and launched their Mirror API. The API seems quite open, simple and developer friendly using all the usual standard technologies, though they’re not sure yet how people are going to subscribe to apps for their Glass headset. Aside from the big question which is “will any normal person actually want to wear these?” and the fact that we’re all already entrenched in a behaviour pattern of checking updates on our phones, the demos they gave (New York Times, email, photo, sharing etc) were not all that amazing.
Personally, I think Google is in a limbo state with Glass at the moment – they’re getting people interested, providing APIs but there’s no way for the masses to try out Glass, which does leave that “will anyone really do this” question rather open. There’s a lot of talk and hype from futurology types about Glass, but I’m not convinced they’re going to change the world overnight – going back to my original points, you have to ask the question “what is the business or user problem that Glass is trying to solve?”.