Start Up Blog

Screen Culture

Posted in entrepreneurship by Steve Sammartino on March 29, 2011

TV was the first entertainment screen in our lives and belonged in the living room. And it stayed there for the best part of 30 years before it multiplied. Slowly, it made it’s way into the other rooms of the house. It was linear and unidirectional, but it was also the start of a new culture. A culture that would shape more than entertainment.

In less than 20 years since the birth of the graphical web, screens in all shapes and sizes have started to pop up all around us. They’ve made things simpler, easy to understand, and just made life better. So much so, that screens now permeate virtually every aspect of our lives.

I call it screen culture.

And it’s much more than TV, web browsers and smart phones. It’s every screen we see. All web enabled, all around us and consumers expect the screens to serve them without a hitch.

They’re in our pockets, they’re on our desk, the car dashboard is now a screen, on the back of airline seats, the airline check in counters, supermarket checkouts, shopping centre directories, in all retail spaces, in the back seat of taxi’s, bus shelters, community spaces. They exist where ever communication and commerce does. Every machine now has a screen. Every time we interact with technology, the interface is increasingly screen enabled. And we often attend to multiple screens concurrently.

The more we learn about the screen, the more it learns about us. The best screens can be manipulated, touched, caressed, controlled and even spoken to. It’s our job to humanize the screens so that they are culturally sensitive. They need to intuitively know what we want… and lead us to that solution. The interface has to be the instruction manual. Screen culture demands that we teach people “how”, while they interface. That the learning, and the solving, happen simultaneously. The screens need to serve us. We must be able to navigate the tight spaces of the small screen, if we can do this, then conversion to the big is easy.

This can only happen when we design as humans, not technologists.

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Why geolocating is huge

Posted in entrepreneurship by Steve Sammartino on March 22, 2011

Geo locating is getting big. Real big. Let’s take Four Square as an example; last year over 6 million people checked into over 380 million retail locations. Something is really happening here, yet the doubters are strong with their voices of incredulousness. They can’t understand why anyone cares where they are, or why they’d want to share such personal information publicly, or with their on-line friends.  Rather than argue, I thought it was worth posing some of the human reasons why geolocating might be so appealing, an anthropological journey if you like.

The web wants to replicate life – Because it is a form of life. It loves to get physical, real and human… because it’s made by humans for humans.

The 3 ‘human’ reasons why geo-locating will only get bigger are:

1. Who’s here?

People want to see who else is where they are. Are their friends here to? it’s a great way for us to cross the virtual chasm into a physical reality.

2. My life is cool – I’m cool.

See how cool I am being at this particular place. it’s so cool you don’t even know where it is, and here I am…. proven via my smart phone GPS. I’m so cool, I’m teaching you the cool places to be. And I’m showing you how mobile I am and all the cool places to go to – like SXSW.

3. Reward me.

Heck, If I’m going to get a takeaway coffee everyday, I might as well go to the place that gives their Four Square mayor a free espresso on Friday or rewards you after X check ins. You want me to be loyal? You better reward me.

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I feel like we are only just starting to see the potential of geo-locating in terms of startup and marketing. It really does feel like the missing link between the virtual and the physical. And for those who are concerned about privacy, like all technology, our choice is a simple one:

Embrace it, or miss out on the benefits.

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