Ever get the feeling this whole digital hoopla is just being made up as we go along? Starting to suspect 'boffins' are just slinging out new widgets for a hungry world to scoop up and guzzle down, like mongrel hounds being thrown scotch eggs? Welcome aboard.
The Independent has just launched a "fully integrated augmented reality feature" in its print edition. 'Sorry ... a what?', you're asking (and I know I am). Well, apparently, very soon, while browsing your Indie over a macchiato, you can use the Blippar app (huh?), to turn the paper's content multimedia via the camera on your phone. And so can I.
Now, I actually detest idiots like T. Blair and J. Kyle who brandish their inability to use technology as some badge of honour, but this stuff is genuinely running away from me. So, let me investigate a bit further ...
Right. It seems some articles in the paper will be accompanied by an Independent+ symbol. This indicates that magic is available. Point your phone at the paper, launch the app, take a photo (or something) and audio and video gubbins will appear to further thrill you.
In a statement, Head of Media at Blippar, Stephen Shaw (no relation), says: "The Independent is leading the way in being the first paper worldwide to fully integrate Blippar into their news editorial workflow." *
Well, he would.
For their part, The Independent have let it be known this platform will offer exciting new outlets for advertisers and sponsors. Meaning they hope it'll be a money spinner. Which is fair enough - and goodness knows they need the revenue. But I have my doubts.
If I've understood this correctly, The Independent has just re-invented the QR code. Y'know, that massively popular checkerboard currently vanishing from posters and ads at a media outlet near you. I don't mean to be cynical and sneery, but I can't resist the notion that this is technology deployed in the most haphazard and clumsy way.
Reading a newspaper may be a dying art, but it has a charming simplicity. There's you and the paper and the words. The digital world is a tremendous place, but when one settles down with some pages of physical print, surely one just wishes to read quietly. However enticing the prospect of a tiny screen, filled with footage of a riot in South America, I can never imagine fumbling for my iPhone and aiming it at the page mid-article. The gadgetry might be incredibly impressive, but the user experience is crazy.
Besides, isn't it the job of journalists to bring a story to life using nothing more than some splendid photography and a few hundred brilliantly honed words? Surely a beautifully crafted piece has no need for additional video, audio, graphs and graphics? And, should I require all that extra hoo-hah, I'm more than happy to access it on The Independent's website when I'm in online mode.
From mobile phones built into gloves, to interactive goggles - the history of electronic devices tells us that novelty is nothing and dignified convenience wins the day. The iPhone, iPod, laptop and pocket camcorder are successful because they deliver powerful performance with the minimum of fuss. The genius lies in the fact they can be operated instantly, with one thumb and then stowed in a jacket pocket. The Independent's new venture on the other hand, seems to involve a ridiculous palaver to produce a limited result which is probably unneeded and unwanted by the reader.
I'd be very interested to see where the project sits in a year, because I have an inkling it will be in the same cupboard as WAP enabled devices, Bluetooth headsets and yes, all those QR codes.
In the meantime the app is set to be rolled out across iPhone, iPad and Android operating systems, if you fancy a go.
*(source: The Drum)
Magnus Shaw is a blogger, copywriter and consultant.
