We're proud to congratulate Ross Rubin (@rossrubin) on five years of Switched On, a column about consumer technology. Check out the first-ever Switched On right here -- we're looking forward to five more years!
Good morning, students. My name is Dr. John Fleming and I welcome you all to MKTG 503: Fictional Technology Product Development. Hopefully, you've all fulfilled the prerequisites to this class, MTG 324: New Product Development and any accredited undergraduate Government class in plausible deniability. As your professor this semester, I'd like to provide a brief overview of the material we will be covering in the emerging field of developing and marketing products that generate incredible amounts of media attention and consumer interest but do not actually exist.

Phase 1: Customer Requirements. Disciplined product development requires acute attention to addressing both stated and unstated customer needs and creating products that fulfill the promise of expectations while maximizing profitability for the organization. In our class, we will learn how to ignore these goals and create figments that have incredible gee-whiz factors that safely ignore considerations such as marketplace pricing and target demographics. Students will generate buzz for a three-paneled OLED ereader that is powered by solar energy while acting as a tanning bed for the burgeoning tween market.

The ePUB standard, developed by Adobe, allows consumers to purchase books at a variety of digital stores and use them on a wide range of compatible devices without the manufacturer having to explicitly support them. That may sound a bit like the PlaysForSure initiative that Microsoft tried mounting to challenge the iPod but ultimately shifted away from (at least for MP3 players) in favor of the Zune, but ePUB has a better shot than PlaysForSure did.

First, unlike PlaysForSure, which was playing catch-up to the already dominant iPod, ePUB is appearing relatively early in the market; it need not break anyone's "stranglehold." Second, after attracting the support of Sony, the format achieved a significant coup with the support of Barnes & Noble, which noted last week that it was "excited" to be supporting the format in its forthcoming Nook e-reader.

Ross Rubin (@rossrubin) contributes Switched On, a column about consumer technology.
As CEO of Microsoft, Bill Gates would often talk about his dream of "information at your fingertips." The company he co-founded, though, is now taking literal steps toward that goal. By the end of the month, Microsoft will have released three new devices or platforms that embrace or extend touchscreen support -- but the impact touch will have on each varies significantly by their legacy, usage, and manufacturers.

Windows has long had touchscreen support. Such support, in fact, was the basis of the Tablet Edition of Windows XP, and Tablet PCs were proclaimed to be the future of notebooks. Early iterations were larger and thicker keyboard-lacking slates much like the new Archos 9pctablet. But this was before rampant Web browsing, streaming video, casual games and electronic books -- all of which now provide relevance for a new generation of touchscreen PCs as content-consumption devices.

To steal a line from Las Vegas' tourism board, what happens in the custom install channel has stayed in the custom install channel. While technologies routinely filter down from the enterprise to consumers, products and services that are the province of professional system integrators rarely become something the average consumer can manage, despite their perceived coolness, convenience and, in the case of some electrical and thermostat control, cost benefits. Examples include automated lighting, heating and air conditioning, multi-room video, and surveillance.

But this is starting to change. One capability that has somewhat filtered through recently has been multi-room audio, which had to go wireless with the Sonos music system. While a Sonos system is still a relatively expensive product, but it is a drop in the bucket when compared with systems such as those from Russound. And telepresence may be getting next in line. The recent release of the Avaak Vue lives up to its promise of being a relatively simple and affordable product that extends webcams to walls, allowing consumers to peek in at will at what is going on at their home. Access is from a simple Web site that allows you to view up to 50 cameras around the home by dragging and dropping them onto a Web page.

The original Asus Eee PC took on the challenging North American market for a small notebook PC and was so successful that it created a new wave of product that's turned the PC business upside down. And although Asus has since released over a dozen permutations of its original Eee PC notebook as well as several desktop models both with and without integrated monitors, its next big test will be a keyboard.

A top-slice reincarnation of the pioneering Commodore 64, the Eee Keyboard has a full complement of ports and can run Windows, but its two standout features are a 5" LCD that replaces the numeric keyboard and wireless high-definition output to a television. Much like the original Eee PC, it is unlikely that the Eee Keyboard would be anyone's primary PC. In fact, Asus's keyboard-footprint computer will have to overcome a number the same problems PCs and other information products like WebTV have had in the living room. But Asus may be hitting the market at a critical inflection point -- for a few reasons.

Ross Rubin (@rossrubin) contributes Switched On, a column about consumer technology.

It was the best of ideas. It was the worst of ideas. It was the age of innovation. It was the age of stagnation. It was the epoch of developing a bold new computing platform. It was the epoch of churning out another piece of converged electronics nobody needs.

Rumors have been swirling that PC operating system heavyweights Apple and Microsoft are developing forays into the world of tablet computing. Such devices will face strong competition from netbooks featuring low prices and a large library of applications remains to be seen. Two new entrants to the hardware world, the CrunchPad and Always Innovating's Touch Book, have already begun panning for gold with their Linux-based tablets. However, the waters are now attracting larger rivals designing tablets powered by Microsoft operating systems, albeit different ones.

Entering one of the few new categories at IFA earlier this month, Toshiba announced the JournE Touch, a 7" touch-enabled tablet running Windows CE designed for addressing the usual range of converged device chores, including accessing social networks and content playback, but there are a few tricks up its slender sleeve.

Ross Rubin (@rossrubin) contributes Switched On, a column about consumer technology.

All smartphones must decide where they want to integrate and where they want to provide a platform for innovation. RIM, for example, has integrated what is still the best e-mail management application into the BlackBerry (although its lack of HTML email and IMAP support are real drawbacks these days) and Apple has integrated both its own Safari browser as well as services such as Google Maps. But now companies such as Palm and Motorola are integrating social networks, and that could have some downsides.

Ross Rubin (@rossrubin) contributes Switched On, a column about consumer technology.
In a New York Times interview of Steve Jobs conducted by Engadget columnist aspirant David Pogue, Apple's CEO suggested that the company did not include a camera on the iPod touch because the company was now marketing the iPod touch as a game machine and that a camera was not germane to such a device. "We don't need to add new stuff," said Jobs.

But why is adding a digital camera any less germane to the portable game device of the iPod touch than it is to adding it to the media player of the iPod nano? Or, if price is an issue, why not exclude it only on the entry-level model? The iPod touch market will soon be large enough to support such diversity. And if the iPod touch is indeed being marketed as a gaming console and a low-cost point of entry to the app store, excluding a camera disrupts the continuity of the touch/iPhone platform, while the iPod imaging message is now more muddled: If you're buying the iPhone 3G, you can capture stills but not video, while the "lower-end" iPod nano offers video capture but not stills, the iPod touch offers neither, and only the iPhone 3GS offers both.

Ross Rubin (@rossrubin) contributes Switched On, a column about consumer technology.
Few tech giants have circled each other as intently over the past decade as Microsoft and Nokia -- Big PC vs. Big Handset, not quite direct competitors but hardly partners, and only occasionally backing common initiatives such as DLNA.

But this year there have been signs that relations between the two companies have been thawing -- the Finnish tundra's warmed to the Seattle rain. In March, Nokia announced that it would support Microsoft's Silverlight on its S60 handsets. And earlier this month, the two companies announced a "global alliance" that will begin with Microsoft porting Mobile Office to Symbian in order to compete more effectively against fast-growing Research in Motion.

Just weeks after that announcement, however, both companies have made moves in each other's space that show they're willing to break with longstanding positions in order to capture a share of the other's opportunity.

Ross Rubin (@rossrubin) contributes Switched On, a column about consumer technology.
The Blu-ray Disc Association has positioned Toshiba joining its membership as the epilogue in the company's once pitched battle for high-definition disc domination. It could, however, merely be a new chapter in the broader story of home entertainment as it uses the players not only to fill some product-line gaps but takes advantage of their connectivity to move to a future beyond any disc standard.

Back when it was tending to its fresh format war wounds, Toshiba did not always see this potential. After it exited-- and effectively ended-- the HD DVD market, the March 3, 2008 edition of The Wall Street Journal ran an interview with Toshiba chief executive Atsutoshi Nishida that detailed ambitious plans for avoiding Blu-ray. On the low end, Toshiba would improve DVD playback to seek near-parity with Blu-ray quality at lower cost. That idea was productized in Toshiba's XDE DVD players and televisions. XDE was met with mixed reviews, however, and the plummeting prices of Blu-ray hardware last holiday season cut its viability short.

Flirting with connectivity on the high-end, Nishida noted that it was now possible to bridge PCs and televisions better, and that he wanted to put "even more energy" into video downloading. He may have been considering Toshiba's Qosmio multimedia powerhouse notebooks as an engine for driving high-definition content to the television. However, the long-lingering idea of bridging the PC and television, while indeed becoming easier technologically, still simply isn't worth the effort for most consumers. At CES 2009 as Sony, Sharp, Panasonic, Samsung, LG and Vizio showed off connected televisions, Toshiba didn't announce any broadband content partnerships for its premium Regza line of TVs.

Ross Rubin (@rossrubin) contributes Switched On, a column about consumer technology.
One of the challenges for companies trying to build across the "three screens" of the television, PC and cell phone is adapting their distinctive technologies to those platforms. Apple showed strong early momentum on the Mac with its widget architecture, but is falling behind some rivals in bringing glanceable utility to other platforms.

Introduced with Mac OS X Tiger, Dashboard widgets (or "gadgets" as Google and Microsoft call them) are small, simple applets intended to convey quick bits of information or provide a quick change of settings. Veteran Mac users recognized them as the reincarnation of desk accessories, which provided functions such as an alarm clock and note pad when the Mac could run only one program at a time. Apple aggregates thousands of widgets on a special web page, and Leopard brought a new feature called Web Clips to provide an easy way for consumers to create their own widgets from part of a Web page in addition to the more traditional Dashcode development tool.

Dashboard earned its own button on the Mac keyboard. It drew some criticism due to its modal nature, but its ability to quickly display or hide a screenful of widgets without having to mess with window arrangements made it more convenient than the gadget implementation in Windows Vista and even Windows 7, which has freed gadgets from the Sidebar and now displays them on the desktop -- a throwback to the Active Desktop feature of Windows 95.

Ross Rubin (@rossrubin) contributes Switched On, a column about consumer technology.

Much of the speculation around an "iPad" -- a rumored 10" Apple tablet -- has portrayed it as an Amazon Kindle-killer or a large-screen iPod touch, but there's a strong case that such a product could effectively serve as a replacement for – or a compelling complement to -- Apple's non-platform sleeper Apple TV.

Apple faces a dilemma in moving iPhone apps to a larger screen size or higher resolution. It must either scale them (ugly), ask developers to create a large-screen version (cumbersome), or run them in a window (which would beg some level of multitasking at least beyond what the iPhone OS does today). Not only that, but a 10" device is simply inconvenient for some of the iPhone's apps. Just try focusing on the road with a 10" navigation screen suctioned to your windshield.

The base version of Apple TV is 40 GB, just a bit over the 32 GB that has been offered on the iPod touch and iPhone. By the end of the year, a 64 GB flash product could be well within reach for a flash–based iPad. That would easily store many consumers' photo libraries and a Netflix queue's worth of movies. Rumors about the "Cocktail" music experience notwithstanding, the tablet would make an excellent platform for watching and displaying video and photos. a 10" screen would be a fine fit for 720p video and the small size would mask artifacts that could show up on the 50" television. But the iPad would be even more versatile than Apple TV.

Ross Rubin (@rossrubin) contributes Switched On, a column about consumer technology.
If the PC marketplace were an ocean, you'd see a strange sight -- small fish (netbooks) eating medium-sized fish (notebooks) eating large fish (desktops). But PC vendors are only partially pleased with this inversion of the natural order. While they embrace the replacement of desktops with higher-margin notebooks, they fear the cannibalization of notebooks with low-margin netbooks. Fast-growing and inexpensive netbooks have become such a threat to the notebook business that Intel and Microsoft have been wrestling with how they can adjust pricing in order to persuade PC makers not to market budget Atom-based laptops that have screens larger than 10" such as the sleek 11.6" Acer Aspire One A075 or 12.1" Lenovo IdeaPad S12.

Slower, less expensive processors running an older, lower-priced version of Windows have put pressure on Microsoft's Windows revenue. But rather than bemoaning consumer demand for less powerful PCs, Microsoft would do well to create more incentive to purchasing more powerful ones. Apple has partially addressed this issue by including, enhancing and promoting iMovie and GarageBand in its bundled iLife suite. These are two applications that can become quite processor-intensive when used for sophisticated tasks, like stabilizing a jumpy video.

But even more significantly, Apple has made the issue moot by creating an effective floor in the Mac product line of an Intel Core 2 Duo. Clearly that's not an option for Microsoft, nor for many of its PC vendor partners catering to more value-minded shoppers. Indeed, Microsoft has optimized the Windows 7 kernel to run more efficiently on the lower-end netbooks that are the source for growth in the PC market. And that's the right move.

Ross Rubin (@rossrubin) contributes Switched On, a column about consumer technology.

Palm's webOS certainly faces strong competition as it vies for attention from manufacturers, carriers, developers and consumers. But Palm was able to knock out at least one ailing offering by making webOS the replacement for the old Palm OS. For others it may not be so easy. In fact, with the barriers to entry now so high and the commitment to existing operating systems so great, webOS may be the last major smartphone operating system launched for the foreseeable future.

With webOS taking the baton from Palm OS, the number of major smartphone operating systems has stayed fixed at six. Three of them -- Symbian S60, Windows Mobile and Android -- are intended to be used by handset makers from multiple manufacturers, whereas iPhone OS, BlackBerry OS and webOS are used only on the handsets offered by their developer. Of course, even these "purebred" operating systems owe much to older platform technologies, with Android and webOS being built atop a Linux kernel, iPhone OS having its distant roots in FreeBSD, and BlackBerry and Android building on Java. The race to attract software to these platforms has ignited an arms race of development funds to both prime the supply pump and the promotion of app stores to lead the horses to he touch-sensitive virtual koi ponds..

Developing and maintaining a smartphone operating system is a serious and expensive undertaking that can consume a company. Producing the original iPhone caused Apple to miss the self-imposed ship date of Leopard, and third-party app support did not come until much later. Whatever Microsoft is planning in a major overhaul for Windows Mobile 7 has taken long enough to warrant the release of the interim 6.5 release that still leaves the company far behind the state of the art. WebOS development clearly took up a significant portion of the $425 million investment from Elevation Partners in Palm. And finishing a 1.0 release is just the beginning.

Ross Rubin (@rossrubin) contributes Switched On, a column about consumer technology.

Google's incursions into software -- particularly in strategic markets for Microsoft, are like an Earth-bound asteroid. Observers see it coming for a long time, and fear its impact will be devastating when it finally arrives. So far, though, Google's major software forays have been anything but cataclysmic, and Microsoft hasn't even had to send Bruce Willis into space to stop them.

On one hand -- as I discussed in a recent Switched On column that argued why Android was not the right choice for netbooks -- the mobile operating system continues to have a lot of potential to reshape the smartphone OS competitive landscape. On the other hand, while Chrome is a fine browser, Microsoft, Apple and Mozilla all have their counterparts, and certainly Firefox and Safari at least give Google's browser a run for its money in terms of speed, privacy and user interface. Chrome's impact has been blunted because the PC is already an open platform.

Enter Chrome OS, which will be available on ARM and Intel processors. For the high-volume Intel PC market, Chrome OS will have to take on Windows, but Chrome OS is very different than other Windows competitors such as the Mac OS, Ubuntu or the OS/2 of yore, in that Google does not seem focused on creating platform-exclusive applications. In some ways, Chrome is more of a competitor to Silverlight than to Windows, as Silverlight is Microsoft's cross-platform application foundation. Of course, Windows is Microsoft's home field, and Chrome OS will be Google's.