From fitbits that track our daily activity levels to Google Glasses that record what we see, companies are investing serious money into connected devices.
These technologies are facilitating the emergence of a 'phygital' world, where our physical and digital realities converge to create new experiences. This year’s Mobile World Congress dedicated an entire hall to connected bathrooms, stadiums and homes brought to life by the internet of things. It is clear the phygital connected life is here to stay.
However, past the veneer of glitzy gadgets and innovative concepts, one cannot help but question whether there is a point to these new inventions or if we’re becoming too blindly obsessed with tech innovation.
Dubbed the future of oral care, Oral B showcased its new ‘Blue Tooth Connection Smart Toothbrush’ at this year’s MWC along with its connected bathroom. This smart toothbrush comes with an app that holds auto-activated timers and visual trackers, personalised guides that highlight your dental issues (based on your dentist's diagnosis) and even a warning mechanism for when you need to reduce pressure in your brushing.
Cool factor aside, consider whether there is a tangible benefit we can get out of this connected device. Brushing our teeth is such an intuitive daily ritual that most of us can master it whilst half-asleep. So how valuable is the information provided by the smart toothbrush? Is the information truly useful or is it simply visualising something we already know or can figure out on our own?Technology enables us to improve our lives in many ways, but often we forget that the best pieces of technology are those that address a real existing problem. What the Oral B toothbrush provides is a sense of control for consumers, but it fails to address a need. The ingenuity of a connected device is how it collects, processes and produces information and data to make our lives easier – relevance and usefulness is essential.The Ford Focus, for example, is a clever car with a clever connectivity system that enhances the driving experience by enabling drivers to safely multitask when necessary. The car comes with a SYNC 2 in-car OS that operates from a tablet screen; with voice-control, the driver can control his/her smartphone, audio system, navigations and climate controls. There are also apps that inform the driver of nearby parking spaces. Being able to multitask while driving is often necessary, and what Ford has done is to provide connected services with relevance – the OS and the apps produces valuable information that is pertinent.
