It began modestly: printers with scanning capabilities, cell phones with embedded cameras, or cameras with MP3 players. Then, at the Consumer Electronics Show this past January, the full-scale invasion of new “hybrid” products arrived: a combination mouse and digital phone. DVD recorders with hard disks and PC interfaces. Broadband home routers with both Ethernet and Wi-Fi interfaces. MP3 players mated with FM radios, CD players, satellite radios, cell phones – or anything else that would stand still. Luggage with solar panels to recharge gadgets. Printers that output to your TV (as well as paper).
Hybrid consumer-electronics products have arrived in full force – not unlike the flood of new combo foods that appeared in supermarkets in the 1990s, like kiwi-strawberry juice and salsa-lime-flavored chips. But whether or not most of these products will survive – and whether, in general, consumers want hybrid devices that can do many things fairly well or single-function devices that do one thing very well, remains an open question.
“You get to certain inflection points in technology, [with] manufacturers essentially trying to guess where the consumers want them to go, so they start throwing various combinations against the wall to see what sticks,” says Stan Schatt, vice president at Current Analysis, a market research firm in San Diego.
Even today’s most popular hybrid devices are still mutating each year. The latest digital cameras, for example, can double as credible video recorders. And, after years of denying that it had an interest in bringing out a video iPod, Apple did just that last fall. Meanwhile, for its Treo smartphones, Palm is ditching its much-loved Palm operating system in favor of Microsoft’s Windows Mobile.
So how soon will comfort and familiarity replace chaos? “It will be an ongoing battle for the next few years,” predicts Tom Dair, president of Smart Design, a product development firm headquartered in San Francisco. “There will be successes in both camps. There will be those who roll things together into a handheld and get the formula right. And there will be those who offer a good product stripped of confusing extras – and those will shine, too, since it will be obvious what they’re for and how to use them.”
Adds Dair: “I can’t confirm it, but I suspect that people would probably like to carry one device rather than five. If you could roll them into one device you might have a compelling offer for the consumer. But I don’t think that anyone has done it right yet.”
So what is the formula for success? “That’s our secret,” says Dair, “but it has to be part of a system rather than just a standalone thing. There has to be a product, a network, a service, and content.” Dair’s favorite example of a product-within-a-system is the iPod – which would be useless without a PC, the Internet, and the iTunes music and video download service. His favorite example of a hybrid standalone is the HP PhotoSmart Photo Printer, a portable unit that can process output directly from a camera. He happened to design that one. “No, we didn’t add an MP3 player to it – but that’s why it works so well,” he says.