Switch off – The true luxury
What are you actually waiting for?
By Angelika Petrich-Hornetz A surprisingly recent study by a London advertising agency claims to have found that the Consumer in the next 25 years much more power they would become more demanding and sophisticated, and soon customers in Asia, Africa and South America would be calling the shots.
Except for the latter everything repeats, consumers and consumers have been listening to for at least fifty years and yet they, and thus all of us, have for at least as many years with goods and devices flooded and stuffed, which hardly any consumer would ever have requested. Consumers tend to have the impression that they are dealing with products that are still being developed by a squad of R&D departments behind closed doors developed, i.E. Without any consumer participation. For example, the Consumer Electronics in Los Angeles at the beginning of the year again a whole lot of things, which just not everyone needs, but in the course of the "Internet of Things attracted a great deal of attention, attention that does not always have anything to do with the resulting turnover. There for example "Mother" presented by the developers of the French company Sense with the naming quite Humor have proven, after all, the white, harmless to cute-looking, even with eyes and a smiling mouth, snow-white, roundish thing monitors using sensors to manage the household – and thus also its household members, including the children. The computer magazine publisher Heise called "Mother" an example of "The overstretched nature of the "Internet of Things, but nevertheless "shapely". Thus, with the help of the plastic cuddle u.A. Find out such important things as Cat out of the house is, or just the children. It can also measure the correct duration of tooth brushing or give automatic warnings, z.B., when the temperature in the refrigerator drops. Another area of play is the so-called "Smart Wearables", miniature editions of portable devices that weigh next to nothing and are similar to "Mother" collect and analyze a large amount of data from their users and thus make everyday life easier. According to forecasts, wearables will become a double-digit billion market growing. Some people have been waiting for years to finally get rid of the annoyingly misplaced smartphones and tablets that are getting grubby on the wrist to wear, like the everyday wristwatch.
Understandably, the German Traffic Court Conference this year therefore that the car buyers u.A. Must first of all be provided with a legal right, Information about the data collection facilities present in the purchased new car. Quite a few car drivers were and are not even aware of this refinement of their mobile undercarriage, let alone of any right that could be used to obtain information. The steady conversion of the recent past of formerly analog devices into digitized, transmitting and receiving commodities thus always creates new circumstances and thus always raises new questions up to whole fields of new legal quibbles. However, the legislative and legal battles could also be avoided in advance or. At least be significantly reduced so that they don't get out of hand in the first place – and legislators might then have less to do. State and judiciary would only have to reasonable framework stance, if the European economy could decide to do something that would be Company as well as uses, namely to simply let the market decide: Of course, one could, in the face of overflowing data collections, also a separate code of law for each individual technical innovation and that would probably have to be done, but it would be much easier and cheaper to use the possibilities of manufacturers and technology and let the market, and thus the demanders, decide, how transparent, reachable, verifiable and controllable want to be themselves. Enough legislation is needed for this, and some foundations, such as the right to informational self-determination, are already in place.
The return of purism
Some time ago, the former Federal Minister of Labor, von der Leyen, still had the 24-hour accessibility denounced by employees, the former Federal Minister of Consumer Affairs Aigner had an Eraser for the Internet demanded, like Eric Schmidt of Google before her, especially for young people, so that adults can decide for themselves which of their youthful misdeeds on the Internet be deleted or remain in place for all eternity.
All three proposals were not taken very seriously, which is astonishing for a Western industrial society that, on the other hand, is constantly lamenting that allegedly exclusively their children too much in front of screens and slowly went crazy because they couldn't do anything else. At the same time, there is a consensus that people who are Always online and accessible are less and less offline and inaccessible, and participate less in real life, although it's debatable what that means real life at all is still. But this much is certain: The forest. The meadows have not yet been digitized. Maybe that will still come. Until then, balance, finding a balance between digital necessities or pleasures and analog real life remains a simple necessity, just as it is necessary to be able to switch between accessibility and inaccessibility, between surveillance and non-surveillance, between professional and private life, as well. But more and more devices can be no longer shut down at all, which not only leads to exorbitant, and in addition unnecessary power consumption in stand-by mode but also serves the perpetual collection of data, the perpetual surveillance and thus also the perpetual accessibility of consumers and companies.
In the meantime, there are a myriad of proposals to put a stop to this, but the best answer would be that the European economy finally gets around to it industry of user-friendly products for business and private customers, which can not only be switched on but also switched off as required. Anyone who can also switch off can at the same time simply avoid, at least temporarily, any kind of sprawling monitoring methods, including sprawling power consumption, without any customer benefit. The fact that saving electricity works is shown by u.. The annual, just again held "Earth-Day" – lights out for one hour a year in all time zones – something like this would also be possible once a month. Which products are really in demand by private and corporate customers should already be decided by the demand market, but this can only be done if there is any demand at all corresponding offers costs – and these are missing so far. On the manufacturer's side, however, it should also be. Will not be without technical appeal, may be challenging, but certainly will not be impossible, new switch-off functions and new switch-off programs to develop products that enable the respective user to create an, temporarily undesirable functions in telephones, cars and household appliances as well as entire machine parks and company networks. A medium-sized machine park that, in the event of a hacker attack, would be "internal emergency network can be converted, is certainly always only as good as its adversaries, but it would be a possibility for a whole range of products and applications, which the respective user again more self-determined action that is indispensable for any well-functioning economy to be enabled. Surely not only some night service employees wish for a functioning cell phone just as others a long time a off button for the front door bell and the landline telephone. The demand for disconnectable applications has already taken completely different ranges and extents, which go far beyond a merely annoying permanent accessibility. The attraction of this year's Retro car shows, of the Paris Salon "Retro Mobile" and the "Techno Classica in Essen has long since ceased to lie solely in the aesthetics of shapely old automobiles, but now also at least as much in the literally undisturbed driving pleasure. None other than VW-Although CEO Martin Winterkorn recently spoke out in favor of security technology, he was just as vehement in his opposition to a permanent monitoring of the car – and thus of the driver.
Even the drivers, who in their everyday working lives appreciate the technical refinements of a digitized equipment of their vehicle, will certainly be interested in using their highly-equipped cars at times other than working hours at least temporarily on analog and at most leave the anti-theft device and the airbag switched on in case of emergency. And for some contemporaries it would also be simply reassuring to know, that this still works at all. Every well-managed marketing department knows that precisely such fine details can be decisive for the success or failure of a product. In this case, the proof of the pudding is in the eating, switching off is as feasible as switching on – and should be implemented accordingly. If it's not made in Europe, it's invented elsewhere. For Europe, the opening of a new Competition for more user-friendly products and also the most elegant answer to the Anglo-Saxon surveillance orgy, which after all has its hands full with getting a grip on the data it collects, while "the others" are in data pauses can do just as well.And the fact that there is not yet a significant market for corresponding offerings says nothing about the constantly growing, latent demand from. Because the demand of purists is chronically underestimated, they are currently not or only very poorly served. The market for purists is just asking to be opened up. European industry should not miss the opportunity to accommodate them worldwide and thus provide a response that is as innovative as it is appropriate and in line with the market's needs Surveillance industries of unimaginative economies to give. In one industry, the concept of purism recently prevailed: Of all things in permanent crisis The print magazine industry led the way and in 2009 produced a veritable purism pioneer, namely the Landlust" magazine, which is now the market leader in its segment. A magazine concept that is consistently dedicated to simplicity and aesthetics away from any digitalization The smartphone, which was prescribed by the manufacturer, did not exist before. Take a look at the magazine shelves now, they are now bursting with similarly designed magazines, so well has this concept caught on in the meantime. Incidentally, this success came as a great surprise to industry experts at the time. Why should this not also work for other products? And who in addition still switch on and off can, when and how he wants, also does not have to say goodbye completely to the analog retro-life. But for those who cannot or do not want to afford switch-off technology, cheaper products without any frippery and technical frills would still be more attractive than the existing nothing. It may even be possible to Car abstinent youth of Europe thus also again on driving a car. They don't need a mobile smartphone anyway, they all already have one. The wishes for simply applicable products can be heard everywhere: The telephone, with which one only phone calls the camera that is only supposed to take pictures, the washing machine that is only supposed to wash, the television that is only supposed to watch only send and not to receive any data about the viewers' viewing habits, the car, which merely drive from A to B there are billions of customers in the world who prefer pure, easy-to-use products that do exactly what they are supposed to do and about which the customer has a decides alone and independently, when the product does what or when it does not. Purism and/or switch-off functions do not make products more unmanageable for the customers, but on the contrary, only manageable. Modern products and concepts adapt to the needs of their users on – and not vice versa. And that includes switching off – without having to call the help desk first to do so. A growing group of customers, not only private ones, has no interest in being constantly reachable and traceable. The production and "maintenance of privacy and undisturbed development is becoming a scarce commodity – and thus became a tradable group of products and services. There is of course to some extent also already today, yes, yes, but who has time and desire first of all to read fifteen pages manual to all to turn off functions, which one does not need in the everyday life now yet or foreseeably never will need?.How many billions of turnover could be made with such lazy customers with a single click??
Not every family man wants to send his youngest to the rear seats with internet enabled screens and has no interest in being inundated with completely superfluous additional information while driving and, last but not least, in seeing the distracted from the traffic to become. One day, customers will not only be able to buy a "purely telephone" but also to blare out to a stunned car salesman that they would like to only a plain car, and indeed pure, without an Internet connection, without parking aid (they can do it themselves), without any bells and whistles, without any superfluity. They wanted with their car finally only drive. The salesman market still existing in the production gives for it unfortunately still much too few purism models here.
Shortly before the editorial deadline for this article Citroen at Geneva Motor Show his small SUV "C4 Cactus" The car was advertised as a fuel-efficient vehicle suitable for everyday use, which, according to its own, superfluous frippery consistently to avoid searches. Pure, without online services, parking and driving aids as well as touchscreen monitor, however, one also wanted the Cactus not bring to market. Hope dies last. Maybe there will soon be one without all these bells and whistles, or you can simply switch it all off as needed – with a single "click…