Android 4.0 is designed to be accessible from its predecessor, Google's open operating system on the broader market. But this shift towards the mainstream market is hobbled by a technician-focused marketing message.
Design of Android 4.0, aka Ice Cream Sandwich, where the Samsung Galaxy Nexus embodied in November, suggesting that Google is trying to Android aims for a wider market. It is designed to be more physical, with a touch-action make people do what they want without having to hunt through the interface to the appropriate command. Google Android wants to allow people to interact more easily with others, without a phone on the road.
But the vibration techie that Android-veiled marketing saturated that the major utilities. Vibe risk alienating many in the mainstream market before they have even a chance to ice cream sandwich is on skills.
Nerd center
Here are some examples of what I'm talking about.
Start, we start with the name. Perhaps the "Android" is to make people think their little digital assistants, but deep down, he took the message that the product is more on gadgets and gear from around the person.
The "nexus" more of the same name: it sounds like a Venn diagram and link analysis, not connected with the people. Verizon "Droid" is even worse, especially when reinforced by displaying the robotic voice electronically. Can R2D2, one of the original droid with sweet and good, but Verizon has Droid as something that just love Cylon appears.
Nerd also is a video introduction to Ice Cream Sandwich. This is the Android mascot race around on light cycles in Tron-style black emptiness marked with grid lines. Is this a sign that you feel a personal connection with?
Overall this is the impression I get: Android is for people who light up the room lit only by the flame of the blue LED through the transparent case of their PC overclocked.
To be clear, I'm not dissing nerds here. Google is a company famous nerds, and part of the reason I like a lot of what he did is because I'm a pretty nerdy too. Nerds that early adopters are large, and they carry a disproportionate influence in determining the technology trends that later adopted the mainstream.
But nerds are a niche market.
Apple's shiny happy people
Compare this to the other extreme: Apple.
I've seen a lot of Apple's demos and promotional videos. They really complete line of stars, ethnic, middle-class people who are jumping up and down in the surf, enjoying productive careers, and show soccer kids their medals.
This is on top of it, of course, but I can not blame the company for the entire message: You'll get more out of life with our products in it. Ads and commercials are not about people with their devices through the device itself.
Sure, Apple has a few pointers when it's time to brag about the device is thin, with pretty pictures and the possibility of hours of video playback. But the specs are pretty scattered through marketing materials, and they are always subject to the main message.
Has Siri, assistant sound-powered iPhone may 4S weird fembot into the wrong hands. Apple has little utility personality, with a female voice and some snarky responses, but no one seems to be on the side of the valley remarkable spooky.
To be sure, the real competition IOS vs Android, and of course, different companies trying to differentiate their products in order to get attention in a crowded market. If Google started to mimic Apple's ads, it makes Android look more like products such as cloning and less comfortable in his own skin.
But I think if you want to be successful with a mass market product - a success out of sheer numbers - you could do worse than learn from Apple's approach.
Putting People First Android?
There are encouraging signs that Google knows what it takes to go to the next level.
"People focus Ice Cream Sandwich," said chief executive of Google, Larry Page in a posting + Google. He was specifically referring to the new contact manager ICs, but also for companies trying to, let all Google properties through interaction with humans + Google enabled.
And Joshua Topolosky interview with Matias Duarte, Director of User Experience working on Android, shows the increasing awareness that the smartphone will be for "normal people."
Google's done extensive research of people with their smartphones, Duarte said, and find something that the company has not made: "With Android, not the people react emotionally, they do not form an emotional connection with the products you need, but they do. Not really really like it. "
It is to their credit to Google, that the reach and awareness of how products are perceived and how they should evolve.
But what concerns me is the Duarte of the next statement on efforts to Android: "We want our efforts to feel the people, the more astonishing because the focus was wearing a super power techno-magical armor and now you can fly. We wanted to shoot the bad guys. Our products to make them more empowered. "
Is that really how Google wants a position with Android? "Techno-magic clothes"?
I like to feel empowered by my phone, but the pictures I think about Starcraft Terran Marines rays or Sigourney Weaver in a large hydraulic clothing, engaging in hand-to-hand combat with the alien queen.
I am afraid that Google is still too far to the geeky side of the spectrum, catering to those who are technology, enjoy not want those who want to enjoy life.
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