Physical Computing, in its broadest sense, is about creating connections between the analogue and the digital – connecting human beings to the digital world. This category can include technologies such as voice recognition, the smart phone or even gesture recognition. In fact, Microsoft’s Xbox Kinect gesture-based controller is the fastest selling consumer electronics device ever (source: T3 http://www.t3.com/news/xbox-kinect-fastest-selling-consumer-electronics-device-ever), proving that the appetite is increasing for this type of technology.
There is a growing trend towards removing the barriers of technology and interface. For example the Apple iPhone/iPad gesture based Operating System is looking to update the traditional and clunky mouse and keyboard; moving towards a naturally intuitive and human way of interactingwith technology with swipes and pinches.
This trend is powering an underground movement within the subject of Physical Computing; the creation of electronic interfaces by the consumers themselves. Think ‘snap-able’ electronic components; everything from temperature and pressure sensors, to motors, lights and speakers. These components can be connected together in a multitude of combinations, hooked up to the Internet via USB and programmed to achieve the desired result. A great example of this is a ‘weather reactive’ lamp which uses data from the BBC weather feed to affect its colour and shape (source: Bob the Lamp – Elly Bowness http://www.ellybowness.com/bob-the-lamp/). Another example combines the use of lasers and Arduino circuit boards to create a musical laser harp (source: Stephen Hobley - http://www.youtube.com/watch?v=sLVXmsbVwUs).
Currently passionate tinkerers and geeks are driving this cottage industry, but the increasing simplicity of kits is opening up the opportunities for creation to the masses. Platforms such Arduino, Phidgets and LittleBits are emerging out of bedrooms and into the commercial arena. Starter kits are selling for as little as $50, and it seems demand is increasing. The key to these inexpensive kits is that they allow non-technical people to create interesting utilities between the analogue and digital worlds.
There is a huge opportunity for brands to get involved in this movement, but as yet currently very few are doing so. The early examples of this type of work are utilities such as Nike+ and Fiat Eco Drive. The difference is that these applications were created at great expense, and not by the consumers themselves.
The success of these utilities proves that consumers are increasingly enjoying ‘playing’ with brands. Nike+, a useful companion for any aspiring runner, tracks improvement, rewards interaction and connects like-minded people by creating a community. It does a great job of helping their audience reach their goals, and in return the consumer spends time with the brand.
The early proof that consumers are putting brands to work can be seen on the website “If This Then That” (ifttt.com). It simply links Internet services together, allowing users to create their own tools – a favourite on the site is a tool created to download Facebook photos to a users’ Dropbox every time they are tagged.
So the next step for marketers in this growing field must surely be to set their brands to allow consumers to make their own applications and utilities – opening up the creative process to everyone will almost certainly produce more innovative uses of their content and components. Brands can therefore provide a useful service, ensuring that consumers make an emotional investment with them and therefore are far more likely to become brand advocates. The ultimate goal is for consumers to incorporate the brand into their daily routine, to become an integral part of their life, to become a verb.
Rob Meldrum
Innovation Director
@rcmeldrum
