Thanks to the spread of fibre networks and reductions in data costs, South Africa is set to start benefiting from true smart home innovations and ship new smart home appliances to local shores in 2017.
“2017 will be the beginning of an exciting new phase in SA’s evolution to smart living. Now that the high speed connectivity infrastructure is in place and data costs are dropping, the foundations are ready for highly advanced, connected digital appliances to take their place in South African homes,” says Michael McKechnie, Director: Digital Appliances at Samsung South Africa.
While South Africans have enjoyed the benefits of Samsung smart TVs for several years, the smart home revolution is now moving beyond the TV. Early in 2017, Samsung Electronics will change the South African smart home game when it starts shipping its Family Hub fridges to South Africa.
Family Hub fridges are the next generation core for the connected family. These appliances, with built-in screens on the doors, Smart Things sensors and Smart Power Outlets, serve as the centre for all devices. Families are able to centrally monitor, control and secure the smart home, all from the fridge. They can share diaries and schedules on the screen, enjoy video and music while in the kitchen and even check what’s inside the fridge from wherever they are, all just by connecting to the fridge with their smartphones.
The arrival of the Samsung Family Hub fridges is just the beginning, says McKechnie. Over the next 18 to 24 months, Samsung South Africa will distribute more of its smart appliances, including washing machines, additional smart fridges and even smart cooking appliances. These will add to new levels of convenience which Samsung is already bringing to market through product solutions such as its AddWash washing machine, allowing people to add forgotten laundry items during mid-cycle and the new top mounted freezer with independent ‘twin’ cooling technology.
Appliances and smart hubs will set the scene for smarter lifestyles for South Africans, mentions McKechnie. “A key driver for Samsung in 2017 will be enabling a happier home. By providing a range of intelligent, linked home appliances to South Africa, we are opening the door to new lifestyle possibilities, giving people more ways to connect and reducing the time they must spend on household chores – all of which contributes to a happier home.”
Samsung expects South African premium customers to be the first to buy into the smart home concept, with mid-to-entry-level markets to quickly follow. Since Samsung’s smart appliances will be available in a range of models suited to all budgets.
“Consumers might see smart home appliances as a gimmick at first, but as soon as they experience the convenience of living within that smart and connected environment, they will look to build on their smart home ecosystems. South African consumers are more value-focused than ever before, they depend on brands such as Samsung, with a trusted history in the country, a solid warranty and service offering and a well-deserved reputation for innovation, to take them into the smart home future,” concludes McKechnie.
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