November 06, 2008

Touch - the future is Kinesthetic

In his last book, SISOMO (stands for SIght, SOund and MOtion) Kevin Roberts explores the importance of sensorial information in marketing. In the field of consumer technology, I personally think that Touch is the critical sense. Creating an emotional bond with Consumers goes through Touch. Kinesthetic & Kinesthesia are the fields of science that cover body & touch senses.

With the recent explosion of touch screen phones this takes a whole new meaning. We crave those little devices because they are a much better extension of ourselves, and help us take control of our lives.

Time to market is everything. One can invest millions trying
 to build a brand. That curve gets steeper if the timing isn't right. But the ROI when the moment has come is multiplied effortlessly by the momentum you are gaining in the market.

Building communities of fans and followers, gauging the market, building awareness, acceptance ; these are all "uphill" efforts. But when the curve tips and your product is suddenly becoming the Grail, when the technology is Crossing the Chasm (check the book by Geoffrey A. MOORE) then your efforts are all "downhill" and you are gaining velocity.

What better to create an emotional bond than a touch device - it vibrates as if it had a life, it blinks as if it had a pulse... it is my portable connection to the world.... and I am committed to it.

Anyway, I can't resist showing you the current battle at the top. HTC vs SAMSUNG ? read CNET on the HTC Touch HD and then CNET on the OMNIA. I can't wait for those devices to offer more user control... dual boot between Android and Windows Mobile 6.1 ... ? Geek heaven.

By the way - is now the right moment ? Not quite - but I think we're pretty close. Location based services (GPS) in my mind is the one innovation that is going to tip the market. Why? because it will free us from geographical constraints and simplify the way we find places and friends... Google has that bit right with Google Maps...

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