O antigo modelo de consumo físico de produtos -- compra, uso, percepção de
obsolescência e descarte final -- está sendo substituído por um novo
sistema, que é baseado em contínuas melhorias, aperfeiçoamentos e novas
versões.
A tendência de "UPGRADIA", identificada pelo
Trendwatching, é motivada pelo desejo dos consumidores por uma contínua evolução dos produtos que usam -- de modo mais barato, mais sustentável e mais participativo. As tecnologias emergentes facilitam as atualizações e novas versões dos produtos físicos, imitando os modelos já existentes no mundo digital.
Vejam os principais elementos da tendência e seus exemplos abaixo:
1. INFINITE NEWISM
The digital-inspired expectation of perpetual, instant upgrades meets new physical world technologies
In the digital space, endless consumer desire
for the new is served by a never-ending stream of updates. One example?
Twitter’s iOS app saw an upgrade on November 19 2013 (version 5.13), a
further tweak on November 21 2013, another upgrade on December 10 2013
(version 6) and another tweak on December 13 2013.
In this light, standard iteration cycles when it comes to physical products increasingly feel super-slow and uninspiring: “Six months, and all they’ve added is a slightly better camera?”.
At the heart of the UPGRADIA trend is the
shifting of expectations that have been cultivated online – of constant
upgrade, iteration and improvement – into the physical world.
Every Object Connected
Yes, we’re talking Internet of Things. The emerging
network of physical objects – which is fast blurring the boundaries
between ‘online’ and ‘physical’, and creating a combined
digital/physical space – is both fueling the expectation shift outlined above, and facilitating the arrival of ‘digital’-style constant iteration in the realm of physical objects.
In 2009, there were 2.5 billion connected devices, most of these were personal devices such as cell phones and PCs. In 2020, there will be up to 30 billion connected devices, most of which will be products.
(Gartner, October 2013)
No wonder so many examples of UPGRADIA are
variations on a single theme: dumb object turns smart (and so turns
perpetually UPGRADEABLE via software upgrades and new, digitally-enabled
functionality).
Relentless Product Evolution
But don’t think that means UPGRADIA applies only to digital devices and other consumer electronics.
New, more democratic manufacturing technologies and distribution platforms – which can be applied to almost any object – are also facilitating the constant and relentless upgrade and evolution of products. Two key dimensions here:
- INSTANT MAKERS: As the 3D printing
ecosystem spreads through retail spaces and homes, consumers will come
to expect that brands use this maker network to serve them new
‘bolt-ons’ to their existing products. Indeed, the same network will
allow consumers-turned-makers to push out their upgrades and hacks (see HACKER CHIC, below).
- PRETAIL: Our PRETAIL trend looked at how
the crowdfunding revolution is changing the consumer experience, by
enabling a near-limitless stream of new products to be offered to
consumers, at little cost or risk. Dive into the range of crowdfunded
examples below to see how almost any gap or ‘missing’ feature will be quickly filled by a clever hack or upgrade.
3 million funders pledged USD 480 million on crowdfunding site Kickstarter in 2013.
(Kickstarter, January 2014)
2. MORE FOR LESS
How upgrades satisfy consumers’ deepest desires: less money, less guilt
More For Less Money
Also pushing consumers towards UPGRADIA innovations? The thrill of getting a whole ‘new’ product for a fraction of the cost.
Multiple forms of access and peer-to-peer sharing are ways consumers have been satisfying this urge (see
TRANSUMERS written waaaay back in 2006, for our early take on that, or
OWNERLESS for our 2011 update).
But now, UPGRADIA promises something those
consumption models can’t deliver: the joy of endless ‘new’ products at a
fraction of the typical cost of purchase AND the autonomy of outright
ownership.
More For Less Guilt
For rising numbers of consumers, unthinkingly
getting more and more (functionality, design, status, etc) for as little
money as possible is no longer meaningful enough.
In
GUILT-FREE CONSUMPTION
we outlined how many consumers are seeking to escape the spiraling
guilt they feel over the impacts of their consumption on the planet,
society and self.
UPGRADIA offers a potent form of GUILT-FREE
CONSUMPTION, by delivering the new and improved while incurring fewer of
the negative impacts associated with discarding a product and buying a
replacement.
3. HACKER CHIC
The status and excitement of DIY upgrades
For some consumers, the UPGRADIA trend serves a
deep need for a more hands-on, participatory relationship with their own
consumption. Think the excitement and status that comes with opening,
improving, reshaping and/or hacking a product.
Of course, that’s only a minority. But the online
space and (increasingly) 3D printing will make it easy for these makers
and doers to push their upgrades and hacks into the arms of peers who
only want easy, seamless solutions. Meaning a few makers can have a
large effect on the development of the UPGRADIA trend.
EXAMPLES
Every Object Upgraded
The impulse towards UPGRADIA can be applied to any object, to make it more efficient, add entirely new functionality, improve design, and more.
Copenhagen Wheel
Wheel turns any pedal bike into hybrid ebike
The
Copenhagen Wheel–first
announced by MIT’s SENSEable City Lab in 2009 – became available to the
public in November 2013. Cyclists replace their rear wheel with the
Copenhagen Wheel, which then automatically assists with pedaling via an
on-board motor. Battery power is generated from braking and cycling
downhill. Users can adjust the assistance rate via the Superpedestrian
cellphone app, which also collects information on congestion, air and
noise pollution and road conditions. The wheel is engineered by
Massachusetts-based firm Superpedestrian.
The Floyd Leg
Add-on turns any flat surface into table
Surpassing its goal on Kickstarter in January 2014,
The Floyd Leg
turns any flat surface into a table. Each leg has a clamp at the top,
which can be adjusted to fit a variety of surfaces, including doors and
reclaimed wood. Made from lightweight steel, The Floyd Leg was developed
by two Detroit-based designers and is available in two lengths: a
29-inch high table or 16-inch coffee table.
Pour Mason
Add-on turns Mason jar into coffee maker
Securing Kickstarter funding in September 2013,
Pour Mason
is a pour-over coffee attachment, designed for Mason jars. The
aluminium funnel, lined with disposable paper filers, fits into the lid
and filters coffee when it is poured through, allowing users to make the
beverage in the jar. Pour Mason was developed by Intelligent Design
Co., a New York-based design studio.
Renault Kangoo Camper: TravelPack
Modular kitchen unit converts vehicle into camper van
Developed by Spanish design studio Ovicuo in collaboration with Renault, the
Kangoo Camper TravelPack
converts the automaker’s Kangoo vehicle into a camper van. The
expandable pull-out unit fits into the trunk and includes a sink, a
small stove and storage, a collapsible table and foldable seats. A
foldout platform extends across the unit to create a sleeping area. The
prototype vehicle was unveiled in September 2013.
Every Object Connected
While any object can get the UPGRADIA treatment,
much innovation around this trend is being driven by the evolution of a
combined digital/physical space, with the smartphone as its control
center.
Right now, turning ‘dumb’ objects – think TVs, cars, and more – smart is the
key UPGRADIA innovation. And of course, once an object is connected, it
is forever amenable to the kind of constant upgrade and iteration
currently typical of ‘digital’ products.
Samsung: Evolution Kit
Add-on hardware upgrades smart TV
In May 2013, Samsung released a hardware kit upgrading its 2012
smart TVs to the same interface as the brand’s 2013 models. Costing USD
299, the
Evolution Kit
plugs into a proprietary port on the rear of compatible televisions. It
allows the viewer to access an updated interface including an improved
web browser, and a TV recommendation feature which ‘learns’ viewing
preferences, in order to make personalized suggestions.
Google Chromecast
Dongle turns ordinary TV into a smart TV
In July 2013, Google launched the
Chromecast:
a device that can be plugged into a television to connect it wirelessly
to a laptop, tablet or cellphone. Priced at USD 35, the dongle allows
users to launch videos on platforms such as Netflix, YouTube or Google
Play via their devices, and view them on TV.
Sony: BRAVIA Smart Stick
Dongle integrates TV with Google Chrome web browser
In September 2013, Sony launched the
BRAVIA Smart Stick,
a dongle that can be plugged into Sony BRAVIA TVs. The device enables
users to access Google’s Chrome browser and comes with pre-installed
entertainment apps including Netflix, YouTube and Google Play. Via the
Smart Stick, users can browse the internet and watch programs in two
independent windows on their TV screen. Priced at USD 149.99, the dongle
comes with a voice-activated TV remote.
Automatic
Dongle and app provide driving metrics
Launched in the US in May 2013,
Automatic
is a system which tracks driving habits via a smartphone app and
dongle. Priced at USD 99.95, users plug the dongle into their car’s data
port to wirelessly connect the vehicle with their cellphone. Automatic
gradually learns about individual driving style, alerts users when
they’re wasting gas via behavior such as rough braking or rapid
acceleration, and generates a weekly driving score. Other features of
the system include Crash Alert, which notifies emergency services of a
car’s location in the case of a crash, and a function that remembers
where users have parked their vehicle.
Fuse
App connects drivers to data from their car
Successfully reaching its target on crowdfunding platform Kickstarter in November 2013,
Fuse
helps drivers take advantage of the data from their car. After plugging
a small device into their vehicle, car owners can use the mobile app to
view information such as fuel consumption and maintenance issues. The
app can also track journeys for costs and other information. All data is
kept securely in the cloud. Fuse is slated for release in March 2014
with a price tag of USD 199.
LOCK8
Smart bike lock enables location tracking
Successfully reaching its target on Kickstarter in November 2013, the USD 179
LOCK8
is a keyless, smartphone-enabled bike lock and tracking device. Once
the lock is in place, users can use their smartphone to engage the lock,
or set the lock to engage automatically when they move away from their
bicycle. Integrated GPS allows owners to check on their bike’s location,
while a smart cable automatically activates an alarm if cut. Users can
also give others access to their bike by sending an ‘e-Key’ via
Facebook.
digitalSTROM
Smartphone-enabled blocks turn any appliance smart
digitalSTROM
connector blocks attach to the power source of home appliances to turn
them into intelligent devices, which can be controlled by a smartphone
app. The block acts as a switch that allows users to switch appliances
on and off via their smartphone, and control other factors, such as the
brightness of their lighting for example. digitalSTROM blocks were
exhibited at Swissbau, a construction and real-estate trade show in
January 2014.
auris skye
Device adds AirPlay or wifi connection to older music docks
Surpassing its initial goal on Kickstarter in October 2013, the
auris skye
plugs into music docks and allows users to stream music from iOS,
Android and Windows devices, via a wifi connection. Music can be
controlled via an app, and also be streamed using AirPlay or DLNA. The
auris skye retails at USD 79.99.
Connected Objects Upgraded
Already connected objects can get the UPGRADIA treatment too. Think bolt-ons that add an entirely new dimension to the device.
Structure Sensor
Clip-on sensor turns iOS device into 3D scanner
Surpassing its crowdfunding target in November 2013,
Structure Sensor
is a 3D sensor that clips onto iOS devices. The battery-powered sensor
allows users to create accurate 3D scans of interior spaces, play
augmented reality games, and create apps that interact with real-world
objects. Structure Sensor was developed by Occipital, a US-based
software company.
Lumu
Plug-in turns smartphone into digital light meter
Reaching its funding target on Kickstarter during July 2013,
Lumu
is a digital light meter that plugs into a cellphone's headphone jack.
The Slovenia-created device allows photographers to obtain a light
reading using their cellphone, before inputting appropriate light
settings into their camera. Lumu functions in conjunction with a mobile
app, which also allows users to make notes and save light or location
information. The device is priced at USD 149.
Michron
Device enables time-lapse photography
Surpassing its initial goal on Kickstarter in December 2013,
Michron
plugs into DSLR and point-and-shoot cameras to allow users to shoot
time-lapse photos. Once plugged into the camera’s trigger port, Michron
takes photos at intervals previously set via a smartphone app. Photos
can then be turned into a time-lapse using photography programs such as
Timelapse or Lightroom. Priced at USD 50, Michron was developed by San
Diego-based Vivo Labs.
Shaka Weather Station
Device converts smartphone into weather station
Available for pre-order from November 2013, the
Shaka Weather Station
plugs into a smartphone’s headphone socket to provide real-time, local
weather readings. The results, including wind speed, temperature,
humidity and pressure data, can be shared with friends, family or
community members using Google Maps. The Weather Station is priced at
USD 103 and is compatible with iOS and Android devices.
Open UPGRADIA
Another powerful form of UPGRADIA: open products
that allow consumers to devise and implement their
upgrades/improvements/iterations. Sure, only a few will roll up their
sleeves up and create. But many will benefit!
Phonebloks
Open source, modular smartphone
Unveiled in September 2013,
Phonebloks
is a fully customizable smartphone made up of interchangeable ‘bloks’
that slot into a base, with replaceable modules including the camera,
processor, battery and screen. An open-source development model means
anyone can create and sell new bloks. Following a successful social
media campaign to encourage large mobile manufacturers to develop the
product, Motorola announced that it was working with the Phoneblok
community on Project Ara, a similar open-source, modular cellphone.
BleepBleeps
Open source digital devices for parents
September 2013 saw parenting brand
BleepBleeps
launch Tony Tempa, a digital ear thermometer for children with
integrated Bluetooth. The device sends information to a companion app,
which offers guidance based on the readings. BleepBleeps shared the
thermometer’s design and technical specifications on their website to
encourage users to redesign and 3D print new individual components. Tony
Tempa is the first of a range of connected products for parents; others
include Ultra Stan (an ultrasound scanner) and David Camera (a baby
monitor).
Neo900
Open source, upgradeable phone
Securing its initial pre-order goal of 200 devices in December 2013, the
Neo900
is an open-source phone with a customizable motherboard that is built
to fit inside the Nokia N900 handset. Consumers can purchase complete
devices, or buy a motherboard separately. The phone, which was created
by German-based Golden Delicious Computers, features GPS, an
accelerometer and a LTE modem.
Kano
Open source coding kit for children
Reaching its target on Kickstarter in November 2013,
Kano
is a computer and coding kit for children. The UK-designed toolkit,
which is powered by Raspberry Pi, lets kids build their own computer
before teaching them how to make games and write code. Kano surpassed
its Kickstarter target of USD 100,000 in just 18 hours and went on to
raise USD 1.5 million. The toolkit was available to any backer pledging
USD 119 or more.
Fonte:
Trendwatching
