The Virtual Force Awakens

It's a blockbuster year for Hollywood, so Star Wars Day seems an appropriate time to reveal the subject of my Bitspiration talk in Warsaw... The Virtual Force Awakens.

I'll be presenting Brandwidth's, Disney's and Lucasfilm's creative story behind the multi-million download Star Wars Scene Maker app and where leading-edge digital products go next. Virtual Reality, Augmented Reality and wearable technology all provide stunning platforms for digital storytelling, so it's time to push boundaries.

Feel the Force at the superb Bitspiration Festival in Warsaw Poland, June 22-23, then find out more here after then event.

UPDATE: My full presentation video (including the unfortunate #VaderPorn incident).

Fast Forward

On April 3rd 2010, the iPad was unleashed on the world and our first iPad app was ready to download on day one. Fast forward to April 24th 2015 and our first Apple Watch app is available on the day the Cupertino giant’s smartwatch hits the streets. Brandwidth’s bloody good at this stuff, but we don’t like to shout about it.

It’s easy to claim innovation and futurology are all about predicting trends and second-guessing the market. What’s more useful for clients is to take control of the path for their products, services and delivery based on facts. To achieve this, businesses need to get better at shaping their own futures. 

In 2010 the iPad-related headlines were for our incredible Guinness World Records app, now we’ve developed an extension to our existing Vodafone Porsche Car Connect app for Apple Watch. Neither of these apps were knee-jerk reactions to product announcements, they were carefully planned, developed and crafted titles, targeted to maximise user experience for new audiences.

We didn’t wait for an official announcement for either tablet or watch. I hinted at the possibility of Apple’s tablet back in 2009 (and referenced the ‘iPad’) and we’ve been planning for an Apple Watch for nearly three years. The Porsche Car Connect app wouldn’t have been possible without a visionary client, willing to take a few risks for a well-deserved halo effect. The same can be said for Guinness World Records and both clients shared in the roller-coaster ride towards launch day. It was worth every minute!

By creating bespoke products for new technology we’ve added value rather than noise. Unfortunately, for the next few months there will be a lot of white noise surrounding the Apple Watch. The temptation for existing app publishers will be to develop smartwatch extensions just for the sake of it. To make something just because they can and because their audience is demanding content for their new toys.

Stop. if you merely add clutter to what is already a small piece of digital real estate, you’ll run the risk of consumers wanting the app off their watch AND their smartphone.

We’re entering a challenging phase in UI design. Just when you thought screens were getting bigger, along comes a new era of tiny wrist-worn technology requiring effective and intelligent design, not merely smaller text and images.

Here’s the smartwatch rule to apply, as a designer, developer or client: “If there is value added by delivering information or functionality more conveniently on the wrist than any other screen, do it. It’s the future and your audience will expect it.”

We’re not afraid of firsts but they’re carefully researched, meticulously planned and expertly produced. They’re not punts based on guesswork, dressed up as analysis. We don’t bet it all on red unless we’ve been instrumental in designing a red thing.

Top L-R: Guinness World Records: At Your Fingertips, Early Apple Watch connected concept, Oculus Rift Light Saber battle. Bottom L-R: Toyota Auris 3D filming, Lexus Symphony Orchestra, Holiday Inn Green Room.

It’s not all about Apple and apps either, demonstrated by our award-winning Lexus Symphony Orchestra, 3D screens, gestural interaction and a gold medal won at the Hampton Court Flower Show for our Holiday Inn Green Room… and a bunch of things you haven’t seen yet.

The future’s bright, because we’re busy designing bright things.

CES 2015: And the Winner is… Social Media

Wearable Tech, Autonomous Cars, Connected Homes and Robots. CES 2015 was as big, loud and crazy as ever but what came out on top? All the above, but the winner was social media in all its shapes and forms.

Heading to Vegas last week, I already knew what would provide the main talking points for the industry. I’m not being cocky, but if I didn’t have a damned good idea I wouldn’t be doing my job at Brandwidth and beyond.

Whilst at CES, I wrote about Smartwatches, Wearable Tech and Robots. All three articles took off in a big way on my social channels but some of my other experiences were just as popular. Twitter, Instagram and Vine were the main stalwarts, covering my initial backchat at the ‘State of the Industry’ press conference (including Selfie Stick mockery), through my BMW i8 driving at the superbly organising automotive manufacturer’s experience (complete with Laser Light Show), to the incredible performance by Frankie Moreno in the Gibson tent.

A superb week that I could have gleaned tech industry news from afar via social channels, but being there made all the difference. From outside, the event looks like a barrel full of nerds, from the inside it shows that technology supports the world in which we live but requires the entertainment, engagement and most importantly ‘soul’ of the best innovators and creative minds.

Music, film, TV, publishing, automotive, retail, leisure, museums… and many more. All these industries need to work hand-in-hand with technology as a means to drive forward and make themselves relevant in the places their customers reside. They don’t need to build the hardware or construct the platforms but they damn well need to make great digital content and experiences.

Here are my CES social landmarks…

Scourge of the Selfie Stick

This guy just got bored and is taking selfies in the corner... #CES2015 pic.twitter.com/NR6h1xLKMp

— Dean Johnson (@activrightbrain) January 4, 2015

Numerous reposts and later featured on Mashable

The unsexy s(l)ide of Wearable Tech

How to make #WearableTech / #Wearables look unsexy with just one slide. All the good work undone folks #CES2015 pic.twitter.com/h0zy1XExE3

— Dean Johnson (@activrightbrain) January 4, 2015

Dawn of the DumbWatch

#CES2015: Dawn of the DumbWatch http://t.co/9wTpJ3WzKK #WearableTech #Wearables #Smartwatch pic.twitter.com/CF1FXY7V7D

— Dean Johnson (@activrightbrain) January 5, 2015

Taking the fight to Apple Watch – Sony SmartWatch 3

Taking the fight to #AppleWatch - #Sony #Smartwatch3 Steel & changeable strap available next month #wearabletech #CES2015 #SonyCES #tech #Vegas #Wearables #Smartwatch

A photo posted by Dean Johnson (@activrightbrain) on Jan 5, 2015 at 6:04pm PST

Driving the Future – the BMW i8

Just drove the future around #Vegas - a #BMWi8. Stunning, just stunning. #BMWCES2015 #CES2015 pic.twitter.com/grA50MQFni

— Dean Johnson (@activrightbrain) January 6, 2015

This shit got real! No, virtual…

Frankie Moreno and Gibson prove gadgets aren’t just for geeks

Brilliant high-energy performance from @frankiemoreno at @gibsonguitar. #CES2015 - not just geeks & gadgets! pic.twitter.com/GSJkjuuDr9

— Dean Johnson (@activrightbrain) January 7, 2015

BMW Laser Lights

Stunning #BMWM4 Concept Iconic laser lights (the lights are the stars of the show) #BMWCES2015 #CES2015 #innovation pic.twitter.com/avHTJxijpJ

— Dean Johnson (@activrightbrain) January 7, 2015

Wearables: The Whole Package

#VR & #AR #WearableTech at #CES2015 - #Wearables: The Whole Package http://t.co/mBcIYHnWsb - #Robots tomorrow! pic.twitter.com/qGgtqN9EcN

— Dean Johnson (@activrightbrain) January 8, 2015

Rise of The Machines

You thought #CES2015 was all about #Wearables? Think again... Rise of the Machines http://t.co/IkjUa4ouj9 #robots pic.twitter.com/D5tbcWAVUg

— Dean Johnson (@activrightbrain) January 9, 2015

CES 2015: Dawn of the DumbWatch

In many respects, 2014 was like 2009 for the tech industry. In 2009 we found ourselves bombarded with tablet concepts, 2014 pebble-dashed consumers with ill-conceived smartwatches.

Five years ago, all the talk was about Apple’s forthcoming tablet and CES 2010 was full of Android devices rushing to beat Apple to market. The iPad was officially revealed the week after the tech world left Vegas and launched the following April.

We didn’t witness an immediate stand-off between Apple and Android, the battle lines were drawn between the 80+ tablets revealed at CES, with a fight to the death.

So, here we are at the Consumer Electronics Show 2015, with wall-to-wall ‘Wearable Technology’ or ‘Wearables’ and the smartwatch is king. Or is it? Well, Apple isn’t here again. They’re not saving money, they just have a valid point to make – everyone’s talking about the the Apple Watch anyway.

I’ve been testing a selection of so-called smartwatches to destruction for the past 18 months and the conclusion is that they’re actually pretty dumb.

I’m not going to review each one in depth – I’ve done that enough either here or on the BBC but none of them tick all the boxes they should. They even have an issue with branding: From the cheekily named ‘i’m Watch’, to the ridiculous ‘LG G Watch R’ and ‘HP MB Chronowing’, to the rather more obvious ‘Sony Smartwatch’ and Will.i.am’s anti-watch, the ‘Puls’. It’s easy to see why Apple went with ‘Apple Watch’. Who knows if we’ll ever discover the truth about why they didn’t run with ‘iWatch’.

Here’s a quick personal checklist for each watch:

i’m Watch

+ Early to market brownie points – and the cheek of a name so close to ‘iWatch’

– Naive product and interactive design, it just doesn’t work (first two died within weeks) and wasn’t waterproof

Sony Smartwatch 2

+ Sony have been dabbling with smartwatches for years, there’s a Smartwatch 3 now, using generic Android Wear UI, but I don’t think the product design is as attractive as this steel model. Good battery life thanks to the low power screen with time-only sleep mode and single screen tap to illuminate. Waterproof

– The on-screen experience is a mess and feels old.

UPDATE: Smartwatch 3 Steel Edition tested at CES – a really nice looking quality watch that goes to the top of my Android Wear list. Also, a new range of strap and face combinations to launch next month.

Cogito Classic

+ Extra marks for making an attractive watch in a range if colours, with analogue hands and an illuminated circular screen. Breaks from the smartwatch mainstream and works with both Android and iOS smartphones

– My latest model has died, leaving working analogue hands but no screen. A new software update is expected to add connected home functionality.

UPDATE: A replacement watch is on the way but a stylish new model launched at CES looks interesting. More when I get my hands on one...

LG G Watch R

+ LG also have a smartwatch track record. This latest circular model improves on past attempts, with 2+ days battery life from an always-on time display. Measures biometric data (heart rate, steps taken + personal goals). Waterproof

– The overall product design is poor and feels cheap – especially when faced with the superior visual appeal of the Moto 360

HP Michael Bastian Chronowing

+ Finally, a smartwatch that genuinely focuses on quality design and materials, that works with Android AND iOS. The partnership between fashion designer Michael Bastian and tech giant HP should have been a perfect match. No, wait…

– …despite a beautiful presentation box holding three different straps (brown leather, olive mesh and black rubber) they are very difficult to change – unlike the fast-swap system on the Apple Watch, designed to improve the experience AND encourage additional strap purchase.

Also, the Chronowing is blighted by a poor on-screen user experience: No biometric data or motion detection, the text is too small, screen illumination requires a 3 second press and hold of one physical button, Bluetooth has a habit of disconnecting (although this has improved) and the magnet in my charging cradle isn't strong enough to stay attached to the watch. HP is on the case and a new charger is on its way to my hotel in Vegas, with better instructions for strap changing. I'll reserve final judgement.

UPDATE: The new re-designed charger has arrived. It now contains a stronger magnet and attaches without issue. Bluetooth is now stable and stays connected to my iPhone 6.

Will.i.am’s Puls Smart Cuff

It hasn’t arrived yet. I’ll tell you what it’s like to live with very soon…

A watch must deliver the time for at least 24 hours, look good, feel comfortable and not require compromise or extra effort. It must also offer information at-a-glance. These are the basics, like a book offering words or a film moving images and sound. Don’t attempt to enhance something if you can’t get the basics right. Which one am I wearing today? The Chronowing (despite all its faults) as it’s still a conversation starter.

Apple has a chance to tick boxes where others have failed, but they first need to convince an audience that abandoned watches for smartphones with clocks that they actually need one now.

In 2010 99% of iPad owners didn’t think they needed a tablet, but Steve Jobs made a compelling case and developers stepped up to create amazing content (including Brandwidth on day 1). The Apple Watch won’t be such an easy sell, Steve’s no longer around and success is measured on shifting more units than the last ‘big thing’.

Stop viewing smartwatches as standalone items and think of them as the small screen for the bigger screens and they have a future, just not the ones I’ve been wearing.