Why Anthropology is More Important Than Technology
A great read on The Economist website shows that service providers and manufacturers are becoming more aware that in the smartphone and PDA industry, it isn't about the technology driving these gadgets itself, but how it's relevant to users:
Such is the social significance of mobile phones that when it comes to evaluating their use and planning new products and services, mobile operators and handset-makers cannot rely on the technology-driven, engineering mindset that has traditionally dominated the telecoms industry. Most famously, industry leaders expected people to embrace videotelephony, which flopped, but failed to anticipate the success of text-messaging. So they are turning to social scientists, and in particular to anthropologists, the better to understand how telephones are used.
Even a PDA phone with every feature under the sun won't take off if it has a hard time connecting with the users' daily lives. Admittedly, predicting the market's likes and dislikes is sometimes a hit-and-miss affair, but by hiring experts in Human behavior and society–anthropologists–companies can better focus their research on the user side of the equation. Meaning they'll have a greater chance of suiting their customers' needs to a T.
Hopefully, this increased focus on the human aspect of mobile gadgets will lead to better and more intuitive smartphones, PDAs, and features. Thanks to Jed for the heads-up via email.
