Making smart holistic
Over 80% of consumers have problems when they use new tech such as wearable fitness monitors, smartwatches and in-vehicle entertainment systems, with the biggest smart device issues revolving around kit being too complicated to use, difficult set-up and goods not working as advertised, according to Accenture’s Engaging the Digital Consumer in the New Connected World report. Across all age groups and geographies one third of consumers cite ease of use as the most important criterion when deciding which product to buy, while 29% look for good product features and functionalities and 22% want a trusted brand.
Accenture thinks tech firms are getting it wrong on looking to make their hardware stand out. “[They] need to go back to the drawing board and rethink their product development approaches to focus on the entire customer experience,” says Sami Luukkonen, md for Accenture’s electronics and high tech group. “They should make fundamental strategic changes that no longer focus on product feature differentiation but rather holistic, digital experience differentiation.”