The sophistication of technologies does not matter,
IT COUNTS THE ABILITY TO SATISFY A REAL NEED OF PEOPLE.
One of the advantages offered by the Market is that today consumer technologies have a significant advantage over Hi-Techs. They in fact:
● cost a small part of the latter, and have equivalent “actually useful performances*” for the User.
● they are easier to insert into the product, and to program (there is no need to use highly specialized personnel).
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The competitive value of a new generation product is therefore not due to the performance of the technologies themselves, but
● to the radical redefinition of the type of product and the creation of new features capable of satisfying important User needs that are still unsatisfied today (remember that the redefinition of the product entails a redefinition of the Market sector). For example, the new generation of electric vehicles will be completely different from the current cars – and fit into a more general sector of mobility.
● new ways of using the Product (which involves the development of new lifestyles).
The technologies serve to improve the effective utility of the Smart component of the product: Smart means intelligence whose purpose is the human being; it is not an intelligence of the product itself, but an “intelligence” developed in the use of the product by the User.
So Smartness comes from the possibility that the Customer has to solve, thanks to the product, its real problems. And the simpler the technologies are, the easier it is for them to allow the user a “smart” use.
“Hi-Tech” today is a weapon of incumbents (for the vast majority of products) used to leverage the emotional aspect. But Hi-tech of today do not allow us to develop truly disruptive products, because – in addition to the problem of the cost of hardware – they require very experienced designers, production operators and programmers.
See:
> Not disruptive technologies, but disruptive concept (enabling technologies)
> Why Hi-Tech and disruptive innovation are incompatible (the “Human factor”)
> The role of technologies in innovation (the key is not technology)
