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SINGAPORE: Traditionally, devices were designed to serve a desired function. For instance, a phone was used solely to make calls/send a text message, and a camera used solely to take pictures.
Now, it’s not quite enough to package the latest features into a device and expect consumers to lap it up. To instil a more compelling sense of ownership in the user, device makers are designing gadgets that can grow organically. They seek to extend the experience of a product by drawing consumers into a community, rewarding consumers directly or by adding features to it over time.
Lately, I’ve started running with the Nike+, a small sensor fitted on my shoe that tracks my progress on an Apple iPod. After each run, details of it are uploaded on the Nike+ website when I dock my iPod into the computer. The website is an online world filled with running enthusiasts who post routes and issue running challenges to one another.
Now, I abhor running. But it has become a necessity because a) attending remedial training for National Service would kill any semblance of a social life I have now and b) at my age, the miracle of exercise keeps you looking young. All quite shallow reasons, really.
Anyway, instead of just being content with measuring my running distance and speed, the device plunges me into a community devoted to making me run better. This online aspect to the Nike+ makes it a socially compelling experience. Not only do I improve my run, I can compare my performance with peers and check out new running routes. The wireless technology that the device employs is nothing groundbreaking but the social networking aspect makes the device truly rich in engagement.
It’s not only about getting gadget owners involved online. Consumers also crave and appreciate real rewards, and physical interaction with products.
Last month, Microsoft Singapore held its X08 gaming event and invited gamers to sample a glorious palette of unreleased titles. With the help of its partners, it also gave away games and invited gamers on Xbox Live, its online gaming community, to an exclusive party.
All these were free, in an effort toreward its Xbox Live community and grow its customer base even more. Kudos to Microsoft for putting its weight behind a product and dedicating the effort to take care of the community and honour it. Device makers should follow in its foot steps, rewarding the faithful and developing direct interactions with consumers, not only on the Internet, but also through events.
Adding features to the product also prolongs its life. Microsoft has been equipping the Xbox 360 with audio and video functions through software updates, so that the console can evolve to be a capable media hub in the living room.
The iPhone 3G takes feature addition to the extreme. Apple delivers bug fixes and feature additions with every new release of the phone’s operating system. With the updates, some of the phone’s shortcomings, such as the lack of SMS forwarding or the ability to send contacts or files over Bluetooth, could, in theory, be addressed.
The numerous applications developed for the iPhone also help to prolong the longevity of the device. Apple’s leap from nowhere to the third-biggest phone manufacturer in the world (according to revenue) in just a year, only behind Nokia and Samsung, is proof that the iPhone’s list of growing applications and features gives it staying power.
How can we apply a similar approach to single-purpose devices? Take the digital camera as an example. Despite it being a one-trick pony, it’s beyond me why no one has built a camera that makes it easy to upload pictures on Facebook.
My point is device makers need to design products that take a holistic approach to experience and technology. It’s frustrating to own products that are an end unto themselves. - TODAY/sh
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