COMMENT March 2023 Automation Smarter solutions for industrial efficiency
automationmagazine.co.uk March 2023
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technology – an end of a love affair?
Automation is a media partner of the following industry organisations:
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British Automation and Robot Association (BARA) -
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f you own an iPhone or any other smartphone, what model number are you on? iPhone 14, iPhone 13 Pro, Max, Mini...? It does feel like we are counting yet another new installment of a Marvel film series.
This numbering and addition of short abbreviations that follow a product’s name is just that: an added new-number microprocessor or a new feature on a basically same product that’s existed for several years. The product could be a little larger, a little smaller, a little thinner or in a glass case – in effect nothing more than just assertively creating a trend to entice a new sales craze.
The same applies to a whole spectrum of other techy items – from laptops and PCs to washing machines and fridges – not to mention vacuum cleaners.
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And herein lies the problem: consumers have seen so many iterations of the same products that they have become blasé about technology. Gone are the days when many queued to part with hand-earned cash for the latest 3D television screen that boasted liquid crystal displays that wrapped around your sofa and engulfed you with surround sound, even emitting vibrations for that additional thrill.
When looking for, say, a new smartphone, consumers just go for what’s available: are they really interested in the small, incremental benefit of it having yet another camera on board or how it connects to the cloud? These product iterations are just that, which is not helped by only a handful of companies now controlling proper, true innovation. Some pundits say we turn away from technology as we become increasingly jaded by the same-old product being offered by so many other companies that have jumped on the same bandwagon: “There’s no longer anything being promised by tech companies that we actually need or asked for. Just more monitoring, more nudging, more draining of our data, our time, our joy,” writes Shannon Vallor, Director of the Centre for Technomoral Futures at the Edinburgh Futures Institute.
Time for a new approach?
Stella Josifovska Editor
Editor
Stella Josifovska Tel: 01732 883392
sjosifovska@datateam.co.uk
The statements and opinions expressed in connectingindustry/Automation magazine are not those of the editor or Datateam Business Media Ltd unless described as such.
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