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The Desire for Status
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The idea of status is typical of the parameters that characterize desire They are emotional elements that are softer than the hard-edged list that describes convenience Desire is peculiarized by emotional terms it is a want not a need like convenience Herein lies the power of desire as a way to grow a market Wants control spending in dramatic ways that needs do not Needs tend to be planned and as a result, grow in increments Wants on the other hand, have the potential to explode There is no corresponding list of wants that describes desire It is also not necessary to meet or exceed several items that link to desire One item is powerful enough to pull a product into the limelight of the market Having stated there is no
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list, below are some typical connections to desire: status, power, exclusivity, intelligence, and the elusive cool factor
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Three Vectors for Growth
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No one is so prescient as to didactically describe how the wireless data market will evolve over the next few years, although curiously enough, many have made predictions with scientific certainty attached The acid tests described in the earlier section are the filters that will determine what products and services will reach large-scale acceptance, however, the tests themselves do not determine what products and services are brought forward Going back to the FDA analogy, the drug companies are responsible for creating new products In the case of the wireless data market, software vendors, device manufacturers, and network operators are collectively responsible for bringing forward new products Instead of looking at any particular products or services, it is more instructive to look at classes of applications First and foremost, business-to-employee applications such as pickup and delivery applications have led the way in the wireless data market These have an ROI and attendant soft business benefits that make them highly desirable Convenience of these applications have not been high since early devices were bulky and heavy, and wide area wireless networks were slow and had poor coverage Since an organization could mandate that their employees use the new wireless data system, convenience became a less important factor Moving forward into the broader commercial marketplace, convenience will take on a stronger role, and as is the case with disruptive technologies as they approach the mass-market, the technology will have to be responsive to new requirements Although monochrome displays were sufficient to meet the needs of road warriors or the FedEx delivery driver, mass market devices will need to deliver full color since in the mass market the device will be used to render entertainment
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Three Classes of Wireless Applications
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Three classes of wireless applications are coming on strong Like Shakespeare s man vs man, man vs nature, and man vs god themes, the wireless applications can be segmented along the lines of humans and machines
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The Need for Machines to Talk to Machines Application to Application Wireline applications such as thermostats that already tell air conditioners when to turn on and off will naturally extend to a wirefree model We already see the early beginnings of this with the Notifact/Aeris energy control systems that use a wireless connection to the Web (See 4) The systems send performance data to a monitoring center, which uses smart agent technology to keep tabs on the health of the HVAC systems When out of boundary performance is detected, or when mandated shut downs are required, performance tuning and switching instructions can be sent automatically over the air This will be extended very quickly to automobiles where engine performance will be sent to electronic garages where smart agents will continuously update records An oil change can be scheduled automatically based on the odometer reading, or as these agents become more sophisticated, oil changes will be scheduled on the severity of the miles driven (eg, city driving, which is hard on oil and engines, vs easier driving highway miles) The Need for Machines to Talk to Humans Telemetry applications will talk to humans, both fixed and mobile For example, a vending machine inventory check updates a host application, which then advises a delivery driver where to drive and what items to bring This application set can be extended to a wide variety of known and future applications in the utility, insurance, health, government, and manufacturing industries Architects are beginning to explore smart walls where humans can talk to the wall and have it act as a television, artwork, or interactive white board Automobiles have been talking to us for years, albeit in relatively immature language Voice-activated commands are likely to be the first common experience society has with interacting with a physical object and having it obey our commands The Need for Humans to Talk to Humans We have already seen the first successful wave of applications in the humanto-human wireless data space The application is messaging, and it has taken the form of SMS in Europe and BlackBerry services in the US With billions of messages per day being sent, the application is a breakthrough simple to learn and use, cheap, and indispensable As such, messaging is invaluable to the evolutionary process since it is both application and educator of the masses It will, however, be superceded by new applications that will make
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