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Philips Shows Light Emitting Clothing
Paul Cobbaut writes "From Physorg: Philips Research intends to impress the visitors at this year's IFA (Internationale Funkausstellung) with a world-first demonstration of promotional jackets and furniture featuring its innovative Lumalive technology. Lumalive textiles make it possible to create fabrics that carry dynamic advertisements, graphics and constantly changing color surfaces. Here is the Philips Press Release." Obviously, all Devo videos will need to be reshot using this valuabe new technology advance.
As a bicycle commuter (somewhat rare in this Midwestern, Rust Belt, automotive driven state), I can see where Lumalive would be useful for safety gear. Instead of hanging a handful of 'blinkies' off the back of my bike, my whole back could be one big flashing signal. Perhaps a glowing 'slow moving vehicle' triangle of a square foot or so would be more attention-getting than what doesn't work now (lights, high-contrast clothing, evne high-viz yellow jackets don't help half the time).
You could have windbreakers with the name of a gang on them that turn black on command. Or suits that dazzle everyone letting you escape. Active camaflauge. There are so many uses of this technology.
Inventions have long since reached their limit, and I see no hope for further development.-- Frontinus, 1st cent. AD
Times Square's glitzy neon lights were revolutionary in its day, but information overloads like that are quickly tuned out to the point where I would guess the percentage of people who work or live nearby who could actually name more than three or four Times Square ads from memory to be very low. As is all I can pull off the top of my head are Coca-cola and the big steamy Cup-O-Noodles, even though I've taken regular walks through the area for roughly 12 years. Because nothing positively enhances my mood like tons of stupid blinking flashing crap made to distract me and sell me things.
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As a marketeer, I disagree.
Advertising sells to advertisers, but it is questionable wether you want to position your hi tech invention as a marketing gimmick. It degrades the value of your product and also the Philips brand value. advertising is big business, but advertising media are usually under enormous strain to lower prices
Safety was mentioned often. It is a great market. Safety related product are in a high price range and people are willing to pay. Also, they reflect in a positive way on a company.
Another, more basic problem: they try to sell the technology, but they may want to sell produts instead or develop products together with strategic A-brands. With selling only the technology, they risk cross contamination between two markets. F.i., the press release mentions ads as well as a couch. Different products, I hope. I for one do not want my couch to display ads, even if I don't mind if some of my clothes do. You do not want to create the impression that you sell blinkin' ad-couches!
One word in defence of Philips: Their last marketing campaign was classic and inspired: the Senseo(r) coffee maker has changed coffee making in the Netherlands profoundly and seems to be catching on in other european countries as well. Not sure wether it was the Philips marketeers or those of Sara Lee/DE in this case though.
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People tend to drive the direction they're looking.
http://en.wikipedia.org/wiki/Target_fixation
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A complete color change capacity would be great, though. No more shopping for the perfect tie to match each suit. Just think about it matching hard enough and ....voila!
Pandering to the lowest common denominator would be less frequent if more people were prime numbers.