As technology continues to accelerate in its pace of change and complexity the challenge increases of how to translate these technologies for investors and the end consumer.
Simplifying the technology messaging is one way of doing it however you are at risk of leaving the subtle values behind that actually give you the differentiation from previous technologies. Leaving it in a more raw technical form can put you at risk of divulging the way you have implemented your innovation which could then be copied.
Striking the balance is key. A useful way of looking at technology is looking at the technologies that have managed to transverse the technical-consumer gap.
The smartphone is one of the main successes in this space over the last 5 years. So what can we learn from how it transformed from a technology driven device to one of the most prolific consumer devices? I think one of the key areas is its ability to be personalised. Previously technology based devices took a bit of a “one size fits all“ approach. Smartphones are designed to be with you all the time – you chose which shoes or jacket you are going to use so people were looking for that ability to make the smartphone as their own. No two people have the same combination of case, apps, ring tone, back drop… it is part of your own world.
So how can we apply this to other evolving devices – lets look at wearables. Wearables are still a bit back at the “one-size-fits-all” stage. Or “not fits” in many cases, especially if you are female. However taking key technologies that can enable people to personalise their wearable I expect will help to expand the adoption. Features such as being able to choose the backdrop of the face of your smart watch; interchangeable wrist straps now available for fitbits start to move wearables in the right direction. I got a new fitbit strap at Christmas and have had at least five female friends asking where to get one because they hate the rubberised band.
The closer you can get technology to reflect what people actually do will enable devices such as wearables to move from being niche and for specific activities to a vital consumer product.