Feature fatigue exhausts digital marketers

Gary Arlen

Gary Yarlin, in his occasional comment column, muses on the increasing number of (unnecessary) digital capabilities that are being built into today's technical products - from mobile phones to cars - and asks whether they are jeopardising usability and consumer's confidence in a brand's basic values.

Feature fatigue exhausts digital marketers

Gary Arlen

When I showed a new report that analyses the feature glut on new high-tech gizmos to a media chum, her response was wise and simple. She described her new mobile phone, with its over-abundance of digital capabilities (such as camera, music storage, voice-activation, games, web access). Then she declared that she bought it because of one fundamental factor. It was pink.

The avalanche of attributes on digital products and services leaves most of us cold, either because we don't want them or cannot figure out how to use them (if we can even...

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