There's no proof that people actually want smartwatches, or wearables, but brands should keep investing and innovating because sooner or later they'll become essential just like the smartphone.
Speaking at the AIMIA Future of Design, Creativity and Technology conference yesterday (24 July), Isobar mobile and innovation director Eric Hallander.spoke of how brands are creating products consumers don’t yet know they want, but how that will soon change.
“There is no proof that people actually want this, all brands are trying to create an experience, like with the smart-watch. The universe has made up its mind that this is what we want. Sooner or later we are going to create a need for it. Remember the ipad? Brands are pouring money into this space: research, product development, advertising – but why? There is no proof that anyone wants this. But still brands are doing it.”
Hallender touched upon how technology is simply a faciliatator and brands and tech firms create gadgets for design's sake until it ticks all the boxes and goes from being aesthetically appealing to something the consumer needs every day.
“It’s not about technology, it’s about making something people want. If they can be good looking, part of our lives and still serve a function as a watch but give something more, then holy crap it’s going to get real.”
Glen McPherson, Arnold WorldWide's creative technologist, who also spoke at the event, said that digital advertising had now transformed into product design and smart-watch technology taps into the ever reducing consumer attention span.
“The smartwatch takes your smartphone, shrinks it down and whacks it on your wrist. The experience is different. Now you can show people things at a glance, they don’t have to find their phone in their pockets.”
McPherson suggested brands should stop creating technology which people constantly have to adapt to, but create technology that adapts around people.
"We have to rethink and re-design human computer interaction and it is technology that needs to adapt to the people, not the other way around. The human should be at the center of what we create,” he said.
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at natalietalbutt@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.