{"id":17403,"date":"2010-04-16T15:28:59","date_gmt":"2010-04-16T14:28:59","guid":{"rendered":"http:\/\/alienbabeltech.com\/main\/?p=17403"},"modified":"2010-04-16T15:28:59","modified_gmt":"2010-04-16T14:28:59","slug":"technology-is-so-passe-%e2%80%a6-it%e2%80%99s-all-about-fashion","status":"publish","type":"post","link":"http:\/\/alienbabeltech.com\/main\/technology-is-so-passe-%e2%80%a6-it%e2%80%99s-all-about-fashion\/","title":{"rendered":"Technology is So Pass\u00e9 \u2026 It\u2019s All About Fashion"},"content":{"rendered":"
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The following is by G. A . “Andy” Marken, President of Marken Communications<\/span><\/a> Inc. He has kindly given us permission to republish his thought-provoking commentary. As with everything that we publish at AlienBabelTech, the opinions expressed are solely those of the individual writer and do not necessarily reflect the views and the opinions of the rest of the ABT staff.<\/span><\/span> <\/span> \u2013Mark Poppin,<\/span> ABT Senior Editor<\/span><\/span><\/h6>\n<\/blockquote>\n

\"Untitled-1\"<\/a><\/strong>\u201cYou go to your closet and you select out, oh I don’t know, that lumpy blue sweater, it’s actually cerulean. And then cerulean quickly showed up in the collections of 8 different designers.\u201d<\/em> \u2013 Miranda Priestly\/Meryl Streep (\u201cThe Devil Wears Prada<\/em>\u201d), 20th<\/sup> Century Fox<\/strong><\/p>\n

There are a couple of things parents vow:<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 I\u2019m going to make sure my kids have the things I never had, have it better than I did<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 I\u2019m never going to say \u201cWhen I was your age\u2026\u201d<\/em><\/p>\n

You end up saying the latter because PC, CE, communications and content technologies have made the first vow way too easy.<\/p>\n

We\u2019ve turned heavy duty technology into lifestyle stuff.<\/p>\n

Like men\u2019s\/women\u2019s fashion, we\u2019ve been repackaging, repitching the technology, the ideas, the stories.<\/p>\n

The problem is, the industry doesn\u2019t have rules like the Chambre syndicale de la haute couture<\/a><\/em>.<\/p>\n

But then, a better computer, software, game system, home\/personal AV unit, phone is more important than a skirt, a suit, a tie, shoes.<\/p>\n

When people don\u2019t hit the mark, Nigel says, \u201cAnd that’s my problem because… Oh, wait. No, it’s not my problem.\u201d<\/em><\/p>\n

Computers<\/strong><\/p>\n

It was the ENIAC\u00a0 in \u201946 that kicked off computer fashion…nothing elegant, just basic.<\/p>\n

\"Untitled-2\"<\/a><\/p>\n

Brilliant Fashion \u2013 <\/strong>Dubbed \u201cThe Giant Brain,\u201d the ENIAC marked the beginning of the serious computer industry.\u00a0 While men took most of the credit, it was women like Grace Hopper (first to \u201cdebug\u201d a system) to make them work elegantly.\u00a0 Source \u2013 US Army<\/strong><\/p><\/blockquote>\n

Even though some said the market for \u201cbig iron\u201d was only 10 systems worldwide, that room full of wires, plugs, boards fostered IBM and tens of mainframe producers.<\/p>\n

Folks started using not overly bright terminals to tap into great computing power that was \u2026 somewhere.<\/p>\n

Ken Olson, with his PDP series, said the technology should be distributed, closer to people actually doing things.<\/p>\n

Of course, the homebrew clubs wanted power to the common man (and woman), so they tinkered.<\/p>\n

Olson said PCs would be popular when pigs fly.<\/p>\n

\"Untitled-3\"<\/a><\/p>\n

<\/strong><\/p>\n

You\u2019re Free \u2013 <\/strong>Mainframe and mini <\/strong>system producers viewed PCs as unfit for real business work.\u00a0 They\u2019d never fly.\u00a0 But they gained traction and PCs really set computing and people free to develop and deliver answers, information anywhere.<\/p><\/blockquote>\n

Miranda warned him, \u201cBy all means, move at a glacial pace. You know how that thrills me.\u2019<\/em><\/p>\n

IBM went along with the kids and helped put computer power in consumer hands.<\/p>\n

People wanted to take that power with them, so Adam Osborne designed really cool, really heavy luggable computers.<\/p>\n

\"Untitled-4\"<\/a><\/p>\n

<\/strong><\/p>\n

Road Warrior Gear \u2013 <\/strong>A far cry from today\u2019s ultra-portable notebook and netbook computers, systems like the Osborne PC above weighed in at a hefty 25-pounds and only real men took their computers on the road.\u00a0 Great exercise for the executive on-the-go. Source \u2013 Osborne Computer<\/strong><\/p><\/blockquote>\n

They quickly got more powerful, lighter, more elegant.<\/p>\n

Suddenly, IT folks saw content \u2013 data, audio, video \u2013 being sent over networks, hidden on storage media \u2026 it was getting out of control.<\/p>\n

But wait \u2026 computers were sucking up huge volumes of power and had a huge carbon footprint.<\/p>\n

Ah ha! \u2026 we\u2019ll centralize and share (another idea brought back to life) computing power in something soft, fluffy, friendly like clouds.<\/p>\n

\"Untitled-5\"<\/a><\/p>\n

<\/strong><\/p>\n

Cloud Computing \u2013 <\/strong>While ecommerce and social sites have dominated the attention for cloud computing, hardware\/software\/service providers see a growing potential for enabling individuals and organizations to take advantage of public and private cloud offerings.\u00a0 Despite some concerns, most analysts project cloud computing to enjoy double-digit growth for a number of years.\u00a0 Source — NASA<\/strong><\/p><\/blockquote>\n

We\u2019ll even give you a new family of terminals, but we\u2019ll call them \u201cnetbooks.\u201d<\/p>\n

Software<\/strong><\/p>\n

It was said that a good programmer could fool you for a year, a great programmer could fool you for five years.<\/p>\n

Big iron and mini software development was really, really hard work.\u00a0 And too valuable for mere mortals.<\/p>\n

So, you rented it along with a contract that allowed you to call somewhere and complain about your problems.<\/p>\n

To help PCs fly off the shelves, we needed new \u201cuser friendly\u201d software designs.<\/p>\n

One was Seymore Rubenstein who started MicroPro with a great little product called Wordstar.<\/p>\n

\"Untitled-6\"<\/a><\/p>\n

<\/strong><\/p>\n

The First Word \u2013 <\/strong>MicroPro\u2019s WordStar was one of the first and clearly the most widely used early word processing software package.\u00a0 Loading the software was a snap\u2026just a few 5.25-in floppies of code awakened the PC to do your bidding, assuming you could spell fairly accurately.\u00a0 Source \u2013 Marken Communications<\/strong><\/p><\/blockquote>\n

Fantastic little package but he told us he didn\u2019t want to \u201crent\u201d the software, he wanted to sell people the package.\u00a0 Then, when he had a new version (much better and without all of the undocumented features<\/em>), he\u2019d sell it to you again.<\/p>\n

He agreed with Miranda, \u201cYou have no sense of fashion…\u201d<\/em><\/p>\n

That fashion model worked for years.\u00a0 But a new design was needed.<\/p>\n

Got it \u2026 you really don\u2019t need all that software on your computer since you use it so seldom.<\/p>\n

We\u2019ve got the friendly clouds, along with sexy portable memory-challenged computing things, so let\u2019s go back to renting it when you use it.<\/p>\n

\"Untitled-7\"<\/a><\/p>\n

<\/strong><\/p>\n

<\/strong><\/p>\n

Pay As You Go \u2013 <\/strong>While the computer industry started out only leasing the software to IT organizations, cloud-based services are working on a number of different options including pay-as-you-go, activity volume or ad supported models. -Photo Source — NYTimes<\/strong><\/p><\/blockquote>\n

Nigel looked at the new approach and said, \u201cGive me a full ballerina skirt and a hint of saloon and I’m on board.\u201d<\/em><\/p>\n

CE Fashion<\/strong><\/p>\n

The computer industry has embraced the ebbs\/flows of fashion — \u00a0new colors, new looks, new prices, new bells and whistles every time they turn around.<\/p>\n

They feel the pains, strains, uncertainty that the consumer electronics folks have endured for a long time.<\/p>\n

CE designers are always under the gun to make their bosses the next celebrated couturier.<\/p>\n

Panasonic ruled the runway for years, slipped to be a solid but pedestrian house.<\/p>\n

TVs, players, discs and an array of home\/personal CE stuff keeps flowing out their doors without the glamour recognition.<\/p>\n

Bringing 3D fashion home from the theater is their next new bold statement.<\/p>\n

\"Untitled-8\"<\/a><\/p>\n

<\/strong><\/p>\n

Bringing 3D Home \u2013 <\/strong>3D has been big at the box office and Panasonic\/Sony\/others believe the time is right to bring the eye-popping excitement into your home.\u00a0 Sales of their 3DTV sets has been \u201cbrisk\u201d and all most people are waiting for right now is lower screen costs and \u2026 lots of content.\u00a0 <\/strong><\/p><\/blockquote>\n

Sony took the design crown from Panasonic with great computer, audio\/video player and gaming design.<\/p>\n

\"Untitled-9\"<\/a><\/p>\n

<\/strong><\/p>\n

The Game\u2019s the Thing \u2013 <\/strong>Video games have come a long way from Atari\u2019s Pong and the early 2600 and Lynx gaming systems.\u00a0 Today\u2019s systems and software feature breathtaking graphics, wall-to-wall excitement, 3D video, HD sound and more to appeal to young and old alike.<\/p><\/blockquote>\n

Other houses like LG, Samsung and a host of other folks started by knocking off the \u201cbig boys\u201d designs but quickly stepped into the limelight with bold, clean fashion statements.<\/p>\n

With most of the new lines Miranda looks over the offerings and says, \u201cYou people have had hours and hours to prepare. It’s just so confusing to me.\u201d<\/em><\/p>\n

When you\u2019re hot, you\u2019re hot.\u00a0 When you\u2019re not, CRUD!!!<\/em><\/strong><\/p>\n

Call Me<\/strong><\/p>\n

Totally new design concepts are tough to come by.\u00a0\u00a0 It\u2019s even tougher to stay ahead of the pack.<\/p>\n

Take Motorola.<\/p>\n

They had this dumb idea about taking your phone with you when there was a perfectly good one in your office or home.<\/p>\n

\"Untitled-10\"<\/a> Hello Boss \u2013 <\/strong>Dr. Martin Cooper (above) is credited with developing Motorola\u2019s first private handheld mobile phone.\u00a0 You think your service is spotty today and your service charges are high?\u00a0 Think how irritated you would be with a phone that cost about $4K (back then).<\/p><\/blockquote>\n

They ruled the runway for a long time with their flip phone, Razr and other neat toys.<\/p>\n

The design houses kept introducing new looks but nothing that made you say viola!<\/em><\/p>\n

It got to the point that Nigel looked at \u2018em and mumbled, \u201cOh, never mind. I’m sure you have plenty more poly-blend where that came from.\u201d<\/em><\/p>\n

The guy who runs the One Infinity Circle house of worship figured it was up to him to deliver a new design, new fashion statement.<\/p>\n

\"Untitled-11\"<\/a><\/p>\n

<\/strong><\/p>\n

B<\/strong>eyond the 3-Minute Call \u2013 <\/strong>A \u201cmodest\u201d phone, Apple\u2019s iPhone set the stage for a whirlwind of change in the mobile device industry, allowing people to send\/receive\/borrow\/occasionally buy music, photos, video as well as send\/receive messages, photos, video, music, coupons, directions, location indicators, tracking info. Heck, just about anything\/everything.<\/p><\/blockquote>\n

Who cares if it\u2019s a rotten phone?<\/p>\n

It\u2019s a helluva\u2019 fashion accessory that can do so much more!<\/p>\n

Nigel explained how Steve adds accessories (services, offerings) to his winning design by noting, \u201cThere’s a scale. One nod is good, two nods is very good. There’s only been one actual smile on record and that was Tom Ford in 2001.\u201d<\/em><\/p>\n

Finally!\u00a0 CE haute couture every kid, adult wanted to carry.<\/p>\n

<\/strong><\/p>\n

A winning design deserves\u2026a line extension.<\/p>\n

Add a little here\u2026cut a little there \u2026 enlarge this \u2026 shrink that \u2026 open here \u2026 close there and oh boy, it\u2019s the \u201ci\u201d (i as in income) family.\u00a0 iPhone, iPod, iTunes, iGames, iBooks and Ta Da\u2026iPad.<\/p>\n

\"Untitled-12\"<\/a><\/p>\n

<\/strong><\/p>\n

Over-Fed iPod \u2013 <\/strong>O.K. so it isn\u2019t really a store display iPhone\/iPod but more than a few people thought the Apple eBook\/tablet \u2013 iPad \u2013 looked like it when Jobs did his teaser announcement.\u00a0 The winning differentiator between the iPad and similar devices will be the apps and reading\/viewing content (and costs).<\/p><\/blockquote>\n

ll with the unmistaken mark of haute couture house!<\/p>\n

Jobs really ticks off the big fashion houses because \u2026 well, they want their share of the aura, adulation, panache.<\/p>\n

If you asked Steve and Miranda what the fashion secret is, they\u2019d respond, \u201c…please bore someone else with your… questions.\u201d<\/em><\/p>\n

Folks have tried it all including the two-day beard, black turtleneck, black jeans, vegan diet.<\/p>\n

It just doesn\u2019t get them the bennies \u2026 autobiography offers, thinly veiled TV pilots, Kool-Aid crowd.<\/p>\n

While skirt lengths go up and down, technology has struggled to become an estimated $1,200B WW fashion industry, complete with its own design cycles:<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 central system, distributed, standalone, portable, ultraportable, tablet, cloud<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 rented software, buy, rent<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 BW TV, SD color, HD color, 3D<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Phone, MP3 unit, AV device, mobile thingie<\/p>\n

Every season, bunches of folks around the globe work tirelessly just to figure out what is going to be soign\u00e9<\/a> for ordinary people next season.<\/p>\n

When their products\/services get ready to hit the runway, Nigel says, \u201cAlright, everyone, gird your loins!\u201d<\/em><\/p>\n

Doing tech or lifestyle fashion design is a tough.<\/p>\n

\"Untitled-13\"<\/a><\/p>\n

<\/strong><\/p>\n

Tough Judges<\/strong> \u2013 When PC\/CE\/communications devices, software, services moved from utility to fashion statements companies suddenly realized they were at the mercy of a very fickle lifestyle reviewers and more fickle buying public. Source \u2013 20th<\/sup> Century Fox<\/strong><\/p><\/blockquote>\n

That\u2019s because Miranda asks tough questions, \u201cIs it impossible to find a lovely, slender, female paratrooper? Am I reaching for the stars here?\u201d <\/em><\/p>\n

Don\u2019t ask us.<\/p>\n

We\u2019re still learning about all this stuff.<\/p>\n

G.A. \u201cAndy\u201d Marken<\/strong><\/p>\n

President<\/span><\/strong><\/strong><\/p>\n

Marken Communications Inc<\/span><\/strong><\/strong><\/p>\n

Andy@markencom.com<\/span><\/a><\/p><\/blockquote>\n

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