Technological thinking starts with technology. The difference between A and B technology is clear, so if they are diffused then they would produce a whole new technology, C. If we compare them to an equation, it would be A + B = C.
However, if you take view of customers, in other words from UX’s viewpoint, it becomes a matter of the technology being able to carry out customer’s demands.
To carry out their demands, there will be many technologies. But customers don’t bother to notice them at all. Ultimately, the point is whether it works or not. It means the technological differences don’t matter too much. If you take monitor as an example, it has two major organic Light-Emitting Diode technologies: VA and IPS. But for customers, it’s matter of ability to view content in different positions.
For some time Smart TV rose as a new blue ocean market. But if you think about it, Smart TV is just a TV, and customers’ experience with TV has been built for such a long time. The certain expectation the customers have is so strong: if they turn on the TV, a show must be on. Smart TV has to succeed this role of traditional TV. Then will Chromecast do well as a Smart TV? In Korea, it’s trying to bring network contents from Hoppin and Tving, but the conversion isn’t seamless.
But Chromecast is the most inexpensive device to function as Smart TV. Many big companies invested labor force and capital to complete Smart TV, but the lack of content channel and appropriate road map for the hardware made it difficult for the companies to attract customers. However, Chromecast, less than $40, fulfills both contents and road map. Especially when you consider the frequency of purchasing TV, the Chromecast becomes very attractive ‘Be Smart Stick’. For content provider, it has YouTube, and Chrome browser makes Chromecast’s future brighter.
Chromecast wouldn’t be a TV, but if you take a look at customers’ content consumption pattern you can predict that Chromecast will be very useful.
Generally you can put customers’ content consumption pattern into three main categories.
1. Watch major network
2. Watch cable network to recap previous shows
3. Use content providers such as Hulu and Netflix.
But with smartphones, a new way of consuming content is rising. You can download any contents you want and watch them anywhere: home, office and outdoor.
People like to download important contents on their computer and smartphone, and search YouTube to watch other media. Zimly will be a great use for this new way of consuming contents. The storage space of smartphone is limited so people usually save contents on computer. Nowadays people turns on their computer for longtime, since lower power TTL came into practice. If you install Zimly’s server program, the barriers between devices will collapse and you will be able to watch your contents on any device. In addition, Zimly became the officially featured app of Chromecast. It means Zimly will function as media delivery system.
Chromecast won’t be the mainstream TV, but it will have fans in a particular area. Chroemcast’s challenge will bring many changes in content consumption pattern.