Mobile the hero device still says TBWA\Worldwide global director of innovation



TBWA\Worldwide global director of innovation Luke Eid expects the Google Glass to remain a largely niche product.

Speaking at Spikes Asia on the topic of the age of connected devices, he said on the wearable tech product: “This is obviously going to stay as a niche product or for more commercial purposes, but we’ll see how that goes.”

Eid was speaking before a panel which discussed the topic and introduced the subject matter saying “Mobile is still the hero device at this stage, we’ll see what happens with the smart watches.

“Mobile devices are becoming the hub of your connected life and more importantly they’re the remote to all these other devices around you.”

The number of devices are a “huge global network” all connected to the same “internet protocol that us as creative industry who are built on connecting brands and people can tap into”, Eid said.

“The internet is becoming less about this virtual thing you access through a web browser and more something that’s becoming integrated into your daily life,” he added.

This is seen through a number of wearable devices, such as smart watches, including the recently announced Apple Watch and fitness monitors such as Fitbits or Jawbones. These devices offer brands, and agencies, new possibilities in how consumers can interact with mobile and digital campaigns.

Juuso Myllyrinne, global strategy director for TBWA\Worldwide and TBWA’s Digital Arts Network, who joined Eid on the panel as a moderator, and provided the list of talking points for the panel discussion, said new smart devices have marked the end of the keyboard and mouse as the primary input device.

“The input devices are changing as well. The keyboard and mouse are no longer your primary devices. We were just jazzing around with what we could do with the Apple Watch when it comes out and one idea that we had was maybe the heart rate is actually the input. How excited you get about something actually interacts with the campaign and I think that could be a pretty interesting idea,” he said.

 Miranda Ward at Spikes Asia 


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.