Have a look at the picture above.
Have a good, hard look.
What do you think is the link between the pictures?
On the left hand side we have a wedding scene. In the middle some pie chart [has anyone ever actually done one of these in real life?] and on the right is a teddy bear.
Any ideas?
The reason I ask is because the latest ‘big thing’ mobile and computer companies are trying to flog are ‘multiple screen presentation’ machines.
What is that?
Well it simply means you can have a completely different set of programs and visuals on display, depending on whether you’re using your phone/laptop at home, at work or at the coffee shop.
WHY THE FUCK WOULD I WANT THAT?
OK, so I appreciate why this might be useful for multiple users of the same computer – but as far as I understand, that feature has been available on Windows for bloody ages – so it would seem a bunch of technology companies are hoping I’ll spend a shedload of cash on a machine that basically does something very fucking similar to holding down the ALT/TAB keys.
And can someone please tell me why I’d want that feature on my phone?
We already have the ability to create ‘profiles’ that allow us to control who/when people can get through to us – and while I’m a sad bastard who has actually organised his contacts in this way [does that explain why you can’t get through Andy, ha] I would bet I’m in the minority who utilise that feature.
To be fair I could be totally wrong with this post – maybe you get loads more features – but their ads don’t explain any of it, which is why I’m writing this rant rather than handing over my cash.
It would seem some of our friends in technoland are as desperate to differentiate themselves as the Ritz Carlton Hotel was with their monogram bollocks … so maybe its time they stop microscopically analysing their existing customers and start looking at the wider culture because like we did for Taj Hotels [or like Y&R did for LG mobile phones], when you develop an idea that address the bigger issues going on in people’s lives, something great, interesting, exciting and powerful can be created which not only creates real differentiation, but also attracts a wider potential audience,
Don’t think about moving categories … move culture.