#InfoComm14: Have I Outgrown InfoComm?

Equipment, equipment, equipment.equipment

That’s what we’ve mostly been talking about all week here at InfoComm 2014. New technology products pique my interest and excite me but my next question is always, “Well, how will that product benefit anyone? What will make it work in different settings?” I do so because, well, I’m a technology consultant and I’m always identifying different angles to prepare myself for any questions a client could ask me.

I get it. InfoComm is about the introduction of new equipment and  live demonstrations . 

The conversation about all the new products and trends in A/V is a bit stunted when we stop only to marvel at new gadgets without identifying value they potentially have for our end users. Someone commented on my previous post we don’t and shouldn’t focus on evaluation and training because our real goal is creating über-functional products for everyone. That sounds good in theory but not so much in practice, because the easiest gadgets can and do confuse people. As I’ve previously stated, the hubris founding the idea that since we tried to develop an easy product automatically means we did is digressive to customer service development. Even with the easiest products, an end user could have difficulties with figuring out how to best integrate it into their personal and professional lives. Also, guess what?

We have real, live technophobes, people!

For high-horse-sitting professionals, a technophobe is one who is extremely afraid of (usually new) technology. The type of end user being forced to use technology for employment reasons will require start-up assistance, at least. Being so consumed with the equipment while dissolving consideration of the end user’s need for human interaction isn’t sustainable.

We cannot allow the technology purchasing process to become like shopping for basic clothes or fast food. The entire ‘service’ industry will be lost–a detriment to the outed professionals and end users alike. We can’t assume the end user never wants training or any human interaction at all. In fact, if we do that, we’ll create a new wave of technophobes–as they’ll see no tangible way or reason to become more accustomed to technology. They won’t want any parts of this “new stuff”.

Additionally, if we become an environment where technology or equipment is so intuitive that the only human connection to it is the product development, then that’s millions of jobs sent to the guillotine . I’m talking consultants, newly emerging CIOs and people hired to evaluate usability. We’ve got to be more involved than that and creative in our ways of showing end users why they should want [insert whatever you're selling] and how it can help them.

Simple ‘equipment’ talk isn’t going to cut it.

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