With most new year’s resolutions including words like “weight” and “fit”, ARTHUR GOLDSTUCK looks at a few sites, devices and apps that go beyond activity bands to boost our self-image.
Activity bands like the Fitbit and Garmin fitness trackers have become standard tools on the wrists of people with aspirations to more well-being, greater fitness, and lesser bulk.
The problem with these devices, however, is that the motivation quickly vanishes and, by February 1, New Year’s resolutions have come home to die.
One suggestion is to overhaul not only one’s fitness routine, but one’s entire consciousness routine. This is not a suggestion to ignore diets and treadmills, but to take a different approach.
For example, by investing in a new kind of scale that measures more than just weight, and having it in a location where it can never be ignored, it makes one that much more conscious of monitoring the body.
By investing in a fitness app that can be adapted into a fine-tuned coach that guides you in the activities you enjoy, you move away from the current smartphone fitness focus on what happens only on the activity band.
Finally, to make change more personal, one needs an overhaul that goes beyond the physical. Getting involved in a cause is a natural route, but not one that comes naturally. This guide concludes, then, on a website that takes you by the hand and connects you or your company to a cause.
We start with those smart scales:
Salter MiBody Bluetooth Analyser Scale
Salter has been making scales for more than 250 years, and keeps pushing the boundaries. The first bathroom scale dates back to the 1820s, and its taken less than two centuries for Salter to evolve it into the Smart Scale. Or, more specifically, the MiBody scale.
It uses something called Bio Impedence Analysis technology to measure not only weight, but also the body mass index (BMI). It does this by sending a tiny (and safe) electrical impulse through the body to determine fat from lean tissue. This, in turn, provides an accurate measure of body fat, body water, and muscle mass, along with BMI and weight.
The MiBody operates as a conventional scale as well, but comes into its own when connected to a smartphone using the MiBody app. Up to four separate profiles can be stored on the scale, allowing family members to track themselves individually.
Two MiBody models encapsulate the options beautifully: The smaller MiBody 9159 is a sleek, black pad that enhances the décor of any modern bathroom; and the larger MiBody 9154, a large white gadget that comes with adjustable carpet feet for use in any room or on uneven surfaces. The former costs R849 and the latter R999.
* The scales can be purchased online from Accessory Lab here.
Aaptiv fitness coaching app
Most activity bands and sports earphones pair up with apps that include coaching features. However, the best bands are not always paired with the best apps. In many cases, users opt for a third party app that combines expert coaching with the monitoring features of an existing device.
One of the best of these apps, Aaptiv, charges a subscription fee, but in return provides audio-based fitness classes and challenges by expert trainers. Workouts range from elliptical, cardio and strength to stretching and meditation – and are paired with music playlists for taking the experience further.
Aaptiv is a little more than two years old, but already has more than 2 500 classes available, with15 active trainers creating up to 50 new classes every week. Workout classes are geared to beginner, intermediate, or advanced users, who can interact with trainers through an Aaptiv Facebook community.
It’s like having a personal trainer at gym, but at a fraction of the cost. The dollar pricing is $9.99 a month or $99.99 for a year, but specials keep popping up. The one-month free trial is recommended before paying over those dollars.
* Download Aaptiv from the Google Play or the Apple App Store.
Rekindle your soul at Forgood, a home-grown online platform “that connects passionate people with needy organisations”. It is described as “a social market place where skills, goods, services and information can easily be offered and asked for”, with the site acting as the matchmaker for good causes.
Says CEO Andy Hadfield: “We believe that you can change your community and world for good. No longer do you have to wonder where to start or how to begin. By connecting online at forgood you can find ways to make a difference in your area and in line with your interests.”
Forgood is also geared towards companies’ employee volunteer programmes, allowing businesses of any size to get a CSI initiatove off the ground. A companies are then able to track, incentivise and report on their community engagement. Forgood also provides support to train, motivate and keep staff engaged.
According to Hadfield, 9 000 corporate employees registered on client volunteering programmes through the site last year, completing 13 000 actions – either in the form of volunteer work or donations.
As the organisation puts it, “Take the action offline and see your real world impact.”
* Rekindle your soul here.
Millennials turning 40: NOW will you stop targeting them?
It’s one of the most overused terms in youth marketing, and probably the most inaccurate, writes ARTHUR GOLDSTUCK
One of the most irritating buzzwords embraced by marketers in recent years is the term “millennial”. Most are clueless about its true meaning, and use it as a supposedly cool synonym for “young adults”. The flaw in this targeting – and the word “flaw” here is like calling the Grand Canyon a trench – is that it utterly ignores the meaning of the term. “Millennials” are formally defined as anyone born from 1980 to 2000, meaning they have typically come of age after the dawn of the millennium, or during the 21st century.
Think about that for a moment. Next year, the millennial will be formally defined as anyone aged from 20 to 40. So here you have an entire advertising, marketing and public relations industry hanging onto a cool definition, while in effect arguing that 40-year-olds are youths who want the same thing as newly-minted university graduates or job entrants.
When the communications industry discovers just how embarrassing its glib use of the term really is, it will no doubt pivot – millennial-speak for “changing your business model when it proves to be a disaster, but you still appear to be cool” – to the next big thing in generational theory.
That next big thing is currently Generation Z, or people born after the turn of the century. It’s very convenient to lump them all together and claim they have a different set of values and expectations to those who went before. Allegedly, they are engaged in a quest for experience, compared to millennials – the 19-year-olds and 39-olds alike – supposedly all on a quest for relevance.
In reality, all are part of Generation #, latching onto the latest hashtag trend that sweeps social media, desperate to go viral if they are producers of social content, desperate to have caught onto the trend before their peers.
The irony is that marketers’ quest for cutting edge target markets is, in reality, a hangover from the days when there was no such thing as generational theory, and marketing was all about clearly defined target markets. In the era of big data and mass personalization, that idea seems rather quaint.
Indeed, according to Grant Lapping, managing director of DataCore Media, it no longer matters who brands think their target market is.
“The reason for this is simple: with the technology and data digital marketers have access to today, we no longer need to limit our potential target audience to a set of personas or segments derived through customer research. While this type of customer segmentation was – and remains – important for engagements across traditional above-the-line engagements in mass media, digital marketing gives us the tools we need to target customers on a far more granular and personalised level.
“Where customer research gives us an indication of who the audience is, data can tell us exactly what they want and how they may behave.”
Netflix, he points out, is an example of a company that is changing its industry by avoiding audience segmentation, once the holy grail of entertainment.
In other words, it understands that 20-year-olds and 40-year-olds are very different – but so is everyone in between.
* Arthur Goldstuck is founder of World Wide Worx and editor-in-chief of Gadget.co.za. Follow him on Twitter and Instagram on @art2gee
Robots coming to IFA
Robotics is no longer about mechanical humanoids, but rather becoming an interface between man and machine. That is a key message being delivered at next month’s IFA consumer electronics expo in Berlin. An entire hall will be devoted to IFA Next, which will not only offer a look into the future, but also show what form it will take.
The concepts are as varied as the exhibitors themselves. However, there are similarities in the various products, some more human than others, in the fascinating ways in which they establish a link between fun, learning and programming. In many cases, they are aimed at children and young people.
The following will be among the exhibitors making Hall 26 a must-visit:
Leju Robotics (Stand 115) from China is featuring what we all imagine a robot to be. The bipedal Aelos 1s can walk, dance and play football. And in carrying out all these actions it responds to spoken commands. But it also challenges young researchers to apply their creativity in programming it and teaching it new actions. And conversely, it also imparts scholastic knowledge.
Cubroid (Stand 231, KIRIA) from Korea starts off by promoting an independent approach to the way it deals with tasks. Multi-functional cubes, glowing as they play music, or equipped with a tiny rotating motor, join together like Lego pieces. Configuration and programming are thus combined, providing a basic idea of what constitutes artificial intelligence.
Spain is represented by Ebotics (Stand 218). This company is presenting an entire portfolio of building components, including the “Mint” educational program. The modular system explains about modern construction, programming and the entire field of robotics.
Elematec Corporation (Stand 208) from Japan is presenting the two-armed SCARA, which is not intended to deal with any tasks, but in particular to assist people with their work.
Everybot (Stand 231, KIRIA) from Japan approaches the concept of robotics by introducing an autonomous floor-cleaning machine, similar to a robot vacuum cleaner.
And Segway (Stand 222) is using a number of products to explain the modern approach to battery-powered locomotion.
IFA will take place at the Berlin Exhibition Grounds (ExpoCenter City) from 6 to 11 September 2019. For more information, visit www.ifa-berlin.com