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Where Thin is Not In

This small, simple and relatively elegant Sony Ericsson phone belonging to a tea-house owner in South Delhi. The product design team will have spent countless hours massaging the components into the smallest possible form factor, selecting materials for the optimal tactile experience, and making the detailing just right. The overall elegance and perceived thickness of the device may have been a factor in its purchasing decision but ultimately this consumer bought a thick plastic cover to protect it from dust and scratches (photo below).

The need and consequent practices of covering and protecting consumer products varies according to cultural practices, individual tastes, climate and contexts. Whether it's a plastic coated car seat in New Orleans, individually wrapped sweets in Japan (in part to cope with intense summer humidity), plastic sheets on a hospice bed, or covered calculators and phones in India. The advertisement for dust free switches in South Delhi (photo, below) is only enhanced by the extremely dusty shop backdrop.

Of these products mobile phones are somewhat unique in that they have to cope with conditions in a wide range of contexts - from when the owner gets up to when s/he goes to sleep and everything in between. Whilst women are most likely to be carrying phones in hand bags the desire to be contactable and to communicate often leads them to be carried in the hand for short periods of time. For men the situation is compounded by the extent to which the phone is carried in pockets - close to the skin and consequently exposed to more human moisture & sweat.

There is currently a lot of noise about who has the thinnest phone, and the thickness of the RAZR was undoubtedly a factor in its worldwide success. But as the adoption of mobile phones spread the reality for many of the world's population is that protection is paramount. My personal take on device thickness is that thin devices have their pros e.g. perceived elegance and cons e.g. an tendency to break more easily, but that things will only become genuinely interesting in this space as and when true flexibility is introduced.

The after market for protective phone covers in India is well developed and is quickly able to cater for new phone form factors, even down to coping with sliding mechanisms. How can mass market products be re-designed to cope with the need for greater protection? (the dust free keypad on the 1101 is a good example). And given that the two factors are often mutually exclusive, is it possible to design products that are able to offer increased protection when needed, but can shed their protective cladding when the need for elegance is paramount? Finally, when new materials and manufacturing techniques enable forms of protection that are not visible to the human eye how important will the design be to the perception of protection?

Writing from Tokyo | April 23, 2006 | Permalink