Technology

The paper summarizes the article about Google. The article discusses the role of personalization and humane features in technical devices. The article shows the importance of making Googles products more personal and thus more attractive to consumers.

It is no longer a secret that for a company to become successful, profitable, and recognizable, its products should be available, convenient, usable, and more importantly, pleasant. In the current business environment and under the influence of globalization trends, technical features gradually give place to what is called the human face of technology  and this is exactly what Joe Wilcox (2010) discusses in his article. Wilcox (2010) uses Google Nexus One as the example of what it means for technology to be human and how this humanity may turn into Googles strategic advantage. The author shows that, despite its beneficial features, there is something missing in Nexus One, something that makes it less attractive to consumers and thus, potentially less profitable. For Wilcox (2010), a good technical device should have something personal in it the author compares Nexus One to iPhone which, as Wilcox (2010) says, has everything to become the consumers closest friend. The device knew when not to get in the way and cause unwanted touchscreen actions or phone calls. Nexus One has many of the same features, but theres something human missing behind them (Wilcox, 2010).

In many aspects, Wilcox (2010) reveals one of the most important business secrets, which Google should use to promote its products and inventions. Wilcox (2010) writes that people naturally assign human attributes to inanimate objects, and this is particularly so with cell phones people even ask to bury them with their phones. As a result, people want to feel good when they use their cell phones, and this goodness is impossible without technology being humane. In its current state, Google should be increasingly attentive to how its products interact with consumers. Humaneness is the source of Googles strategic advantage and its key to international markets, successful market expansion, and successful internationalization of Googles inventions. And when customers, choosing between Nexus One and N900 still get back to their Nokia or make a choice in favor of Apples iPhone, there is an urgent need for Google to reconsider the real and potential benefits of Googles technologies, and to add humanity and personal features which Google, despite its technical and technological sophistication, is still lacking.