He's gotta have it!
Gadgets can be wildly expensive and quickly
obsolete, but Steven Poole is still the first to buy
them.
Technological innovations are often quite stupid. The
idea that you might want to walk down the street
holding a mobile phone in front of your face, just to
experience the wonders of video calling, is clearly
ridiculous. Luckily for the tech companies, however,
there are some people who jump at the chance to buy
into new gadgets before they are fully ready and
cheap enough for the mass-market. They are called
early adopters, and their fate is a terrible one. I
should know, since I am one myself.
Early adopters have a Mecca: it's Tokyo's Akihabara
district, also known as "Electric City", a neon-soaked
warren of high-rise gadget emporia. There, in 1999, I
bought a digital camera, a new-fangled type of gizmo
that few people in Britain had heard of. Over the next
few years I watched in mounting dismay as digital
cameras became more popular, cheaper and more
powerful, until better models could be had for a
quarter of the price I had paid. Did I feel stupid?
What I actually did was this: I splashed out more
money last year for a new one, one that let me feel
pleasantly ahead of the curve once again. But I know
that cannot last, and I'll probably have to buy another
in a few years.
Thus early adopters are betting on other people
eventually feeling the same desires. And it's worse if
that future never arrives. Early adopters of the
Betamax home-video format in the 1970s could only
look on in dismay when their investment was
nullified by the triumph of VHS. All sorts of
apparently marvellous inventions, such as videogame
consoles like the Atari Jaguar have been consigned to
the dustbin of history right after a few early adopters
bought in. Those who invested thousands in a
Segway motorized scooter on the wave of absurd
hype that accompanied its launch a couple of years
ago can join the club.
You might think we should just stop being so silly,
save our money, and wait to see what really catches
on. But the logic of the industry is such that, if
everyone did that, no innovation would become
popular. Imagine the third person to buy an ordinary
telephone soon after Alexander Graham Bell had
invented it. Who was he going to call? Maybe he
simply bought two phones, one for a special friend.
But still, the utility and eventual ubiquity of the
device wasn't clear at the time. Indeed, the telephone
was originally marketed as a way to listen to music
concerts from the comfort of your own home.
Nobody dreamed of the possibility of being able to
speak to any one of millions of people. And yet if
Telephone Man, and the subsequent hundreds and
thousands of early adopters after him, had not bought
into the idea, the vast communication networks that
we all take for granted today would never have been
built.
The same goes, indeed, for all new technologies.
Those yuppies holding bricks to their ears that we
laughed at in the 1980s made the current mobile
phone possible. People who bought DVD players
when they still cost a fortune, instead of today's
cheap one at the local supermarket, made sure that
the new format succeeded. Early adopters' desire for
desires bankrolled the future. And what did they get
for their pains? They got a hole in their bank
accounts and inferior, unperfected technology. But
still, they got it first. And today they are still at work,
buying overpriced digital radios, DVD recorders and
LCD televisions, and even 3G phones, so that you
will be eventually be able to buy better and less
expensive ones.
So next time you see a gadget-festooned geek and
feel tempted to sneer, think for a minute. Without
early adopters, there would be no cheap mobile
phones or DVD players; there would be no telephone
or television either. We are the tragic, unsung footsoldiers
of the technology revolution. We're the
desire-addicted vanguard, pure in heart, dreaming of
a better future. We make expensive mistakes so you
don't have to. Really, we are heroes.
The Guardian Weekly 2004-12-10, page 20
Read the passage again and choose the correct answer.
1 What is an early adopter?
a. someone who likes to buy the latest gadgets
b. someone who invents new gadgets
c. someone who gets to the shops first
2 What can you buy in Tokyo's Akihabara district?
a. very cheap gadgets
b. poor quality gadgets
c. very new gadgets
3 Which of the following gadgets were successful?
a. the Atari Jaguar consule
b. the Segway motorized scooter
c. the VHS home video
4 How were telephones first marketed?
a. As a way of speaking to special friends
b. As a way of listening to music
c. As a way of communicating with millions
5 Why are early adopters ‘heroes’?
a. because they spend lots of money
b. because they try out new inventions for the rest of us
c. because they are funny
Read the passage again and choose the correct answer.
1 What is an early adopter?
a. someone who likes to buy the latest gadgets
b. someone who invents new gadgets
c. someone who gets to the shops first
2 What can you buy in Tokyo's Akihabara district?
a. very cheap gadgets
b. poor quality gadgets
c. very new gadgets
3 Which of the following gadgets were successful?
a. the Atari Jaguar consule
b. the Segway motorized scooter
c. the VHS home video
4 How were telephones first marketed?
a. As a way of speaking to special friends
b. As a way of listening to music
c. As a way of communicating with millions
5 Why are early adopters ‘heroes’?
a. because they spend lots of money
b. because they try out new inventions for the rest of us
c. because they are funny
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