Smartphones: Users Want Benefits Not Baubles

Smartphones: Users Want Benefits Not Baubles

There’s been a lot of grumbling from the tech community this week about the lack of a big spangly new feature in the iPhone 5. But really, what do people want?

Many of the mockups created by dreamers around the web featured standout features like projection keyboards or even built-in projectors. But these always seemed pretty unlikely additions to me.

A projection keyboard would have a lot of ‘wow factor’, but if they were that good then we’d all have one now — they have been commercially available for a few years now. And the built-in projector: cool but really, how useful?

Both of these things would dramatically bump up the cost of each device and increase its bulk. Whereas the real iPhone 5 has remained the same price as its predecessor and smaller in weight, volume, and thickness.

The real iPhone 5 has been optimised for our day-to-day usage, rather than pimped out with unnecessary baubles. And that’s the way it should be. That’s why it has become the fastest selling model yet.

There will be big leaps forward in the technology of mobile phones in the coming years but not every generation is going to have the first touchscreen, the first GPS or true voice control like Siri.

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This article is by Tom Cheesewright. This post forms part of the Future of Business series. For more posts on this subject, visit the Future of Business page.

Tom Cheesewright

Futurist speaker Tom Cheesewright is one of the UK's leading commentators on technology and tomorrow. Tom has worked with a huge range of organisations across a variety of markets, to help them to see a clear vision of tomorrow, share that vision and respond with agility. Tom draws on his experience to create original, compelling talks that are keyed to the experience of the audience but which surprise and shock with unexpected facts and examples.

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