The mobile handset or the laptop you just bought has more features than you will probably use. Never mind the excess baggage, err... software. At least your neighbour will have something to envy about
Do people really understand what these multiple features are capable of? Well, actually they don’t. According to the concluding part of the technology survey commissioned by ET to Synovate, most people are clueless when it comes to the ever -- advancing consumer technology. They simply love a gadget that is easy to use, is compact, is compatible with other devices and sports superior technology. They like to buy gadgets with all the bells and whistles, such as Bluetooth, Wi-Fi capability and perhaps an ability to hook on to WiMax networks, when the service is available. And as far as utility goes, well, who cares?
The technology survey among 1,000 respondents in 10 cities revealed that most users don’t know about Wi-Fi or WiMax, though 53% said they are aware of Bluetooth. The awareness about Bluetooth, the technology that enables devices to connect wirelessly within a 10 feet area (also called personal area network), was highest among 25-30 year olds (63% respondents). About 42% of the respondents in 31-35 years age group were familiar with it as were 41% in the 36-40 years age group. But, Wi-Fi, Wi-Max etc. There is almost negligible familiarity of these terms.
And when Synovate surveyors asked the audience to describe each, the vaguest of definitions emerged. WiMax, the wireless intra-city technology with a 30 km range enabling very high-speed data transfers, didn’t ring a bell among most users. About 11% of the 25-30 year age group users surveyed were familiar with WiFi while among the higher age groups less than 8% respondents were aware of it.
Wi-Fi is the wireless technology with a range of about 100 feet can enable wirefree access within homes and offices. Says Alok Shanker, MD, Synovate India, “Gizmo manufacturers should educate consumers through campaigns about new technologies. Awareness will lead to increase in usage of these contemporary technologies.” In fact, users love things that are digital but the sheer complexity makes them fear it. Also, what if the software crashes? Little wonder then that when Synovate asked affluent Indians if they would like their house to be wireless a whopping 62% said an emphatic ‘no’. Predominantly - Mumbai, Kolkata, Hyderabad, Kochi and Ahmedabad opposed it. Majority of Chennai and Pune audience polled are for wireless homes. Two cities displayed polarised views - Bangalore and Chandigarh. And Delhi was a mixed bag.
R&D guys love to load gadgets with the most tricky, ostensibly simple to use software. Marketers love it no less — touting the features as the USP. Snob users may like it, but companies could do well to realise that all users are not geeks.
Do people really understand what these multiple features are capable of? Well, actually they don’t. According to the concluding part of the technology survey commissioned by ET to Synovate, most people are clueless when it comes to the ever -- advancing consumer technology. They simply love a gadget that is easy to use, is compact, is compatible with other devices and sports superior technology. They like to buy gadgets with all the bells and whistles, such as Bluetooth, Wi-Fi capability and perhaps an ability to hook on to WiMax networks, when the service is available. And as far as utility goes, well, who cares?
The technology survey among 1,000 respondents in 10 cities revealed that most users don’t know about Wi-Fi or WiMax, though 53% said they are aware of Bluetooth. The awareness about Bluetooth, the technology that enables devices to connect wirelessly within a 10 feet area (also called personal area network), was highest among 25-30 year olds (63% respondents). About 42% of the respondents in 31-35 years age group were familiar with it as were 41% in the 36-40 years age group. But, Wi-Fi, Wi-Max etc. There is almost negligible familiarity of these terms.
And when Synovate surveyors asked the audience to describe each, the vaguest of definitions emerged. WiMax, the wireless intra-city technology with a 30 km range enabling very high-speed data transfers, didn’t ring a bell among most users. About 11% of the 25-30 year age group users surveyed were familiar with WiFi while among the higher age groups less than 8% respondents were aware of it.
Wi-Fi is the wireless technology with a range of about 100 feet can enable wirefree access within homes and offices. Says Alok Shanker, MD, Synovate India, “Gizmo manufacturers should educate consumers through campaigns about new technologies. Awareness will lead to increase in usage of these contemporary technologies.” In fact, users love things that are digital but the sheer complexity makes them fear it. Also, what if the software crashes? Little wonder then that when Synovate asked affluent Indians if they would like their house to be wireless a whopping 62% said an emphatic ‘no’. Predominantly - Mumbai, Kolkata, Hyderabad, Kochi and Ahmedabad opposed it. Majority of Chennai and Pune audience polled are for wireless homes. Two cities displayed polarised views - Bangalore and Chandigarh. And Delhi was a mixed bag.
R&D guys love to load gadgets with the most tricky, ostensibly simple to use software. Marketers love it no less — touting the features as the USP. Snob users may like it, but companies could do well to realise that all users are not geeks.