Speed ​​as a marketing term that has become obsolete for electronics


Accidentally stumbled upon a discussion that claims that smartphones should become even faster,

to work better. Sighed, shrugged.Speed ​​has become a marketing term that has become obsolete thanks to electronics manufacturers. Speed ​​is what they sell us under any sauce, making us forget about rationality. My smartphone is faster than the supercomputers of the past that calculated space flights or sent people to the moon. I don't design spaceships, but I spend my free time playing marbles.

There was a period when productivity gains wereimportant for smartphones, each subsequent model worked a little faster, there were no friezes and microscopic lags. Even the exorbitant appetites of Google, which did not optimize Android too much, were quickly offset by the increased capabilities of devices - more RAM, more powerful processors. We have become sloppy. I looked into Chrome to see that I have 86 tabs of different pages. It is clear that I do not need them, I looked at them and forgot - but the smartphone allows you to keep them open, consumes resources, which are so many that I do not care.

People have a delayed stereotypePerceptually, speed seems to be a clear and simple differentiator that says exactly that a fast device is better than a slow one. The question here is the relativity of this speed, how to evaluate this parameter. Over the past five years, all platform manufacturers have faced a serious problem, they have to slow down the interface, processors have become so fast that they render graphics instantly, our eyes and brains cannot keep up with this speed. Somehow they showed me Android, which has no restrictions, the menus opened at the speed of light, I pressed it, and under my finger there was another interface window. Unpleasant impression, even a slight dizziness. They say that if you work at such speeds for a long time, then the brain gets tired, nausea begins. Plus, the problem of how to combine such speed with the relatively slow launch of applications when resources need to be loaded, including from the network.

Agree that all this sounds absurd -manufacturers advertise their new devices as having the fastest processors, but immediately slow them down, since this speed has long been excessive in the interface. Much like buying a sports car in a mountainous area with no roads, the car is beautiful, but you won’t be able to drive it fast on gravel and sand. The performance margin in flagships today is enough for five years, nothing appears that would put them on both blades, you can ignore individual exceptions.

Choosing an example of a productive application,which lacks the capabilities of a mobile device, remembered how PUBG Mobile was distributed. The game appeared in 2018, and then even the flagships did not allow you to play it comfortably, but every year there were two parallel processes - the developer adapted the game for mobile devices, smartphone manufacturers did exactly the same. An illustration of the fact that PUBG is now easy to play on different hardware is the fact that even POCO smartphones, which were created as inexpensive models, have everything you need for this. In 2022, Genshin becomes the game that eats up smartphone resources, but it will take a couple of years, and this issue will be resolved by itself. For most people, the performance of smartphones is prohibitively high, they do not need such capabilities in principle. But people continue to buy "the fastest smartphone."

The concept of chipset manufacturers is clear, theyit's hard to explain anything besides speed, for many years they've been betting that more transistors inside the processor, higher clock speed, more speed. As if speed itself is an end in itself.


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It touches me endlessly when buyers of newiPhones are starting to say that the interface has become smoother, it's noticeable to the naked eye. Appear in the iPhone, for example, a frequency of 120 Hz for the screen, and one could believe it, but the same iOS, slightly different effects, and now a miracle is ready when a person synthesizes a new reality. The fastest processor on the planet plus other effects is equal to the acceleration of the device. In fact, the interface still slows down, which is a sad reality, just few people think about it.

It’s clear with processors, but what to do withmobile internet speed? After all, the more speed, the better, right? Formally, this is so, especially for those who transfer large amounts of data. But speed is one of the measurements of network quality, responsiveness is equally important, when the minimum time passes from the moment you request a web page to its loading on the device. In such a coordinate system, not only the operator is responsible for the quality of your network, but also the resource you are accessing. Do you remember the news of operators that they are expanding connections with Telegram, increasing their bandwidth? This is exactly what we are talking about - speed suspended in the air does not play a decisive role, you need a lot more to get a quality product. But for marketers, it is easier and safer to highlight the main thing - speed.

Conscious simplification of the world gives a feeling of completeunderstanding of what is happening, speed has become a product that is sold on the forehead or in a tricky way around. For example, in realme they clearly read the moods of the masses and try to fit into them. Models with the prefix GT should be associated with racing cars.

Before us is a classic example when the speedis demonstrated through the images of those very fast cars known to us. If taken to the point of absurdity, then we can recall the advertisement of quartz watches, which appeared at the time of their heyday. One manufacturer claimed that his watch counted time faster than any other watch on the planet! Do you feel how strange this situation looks? Watches tell time, any watch does - but those watches processed time faster. Is there something important in this for the consumer? I think no. Parallels with smartphones suggest themselves. What does it matter how fast the processor is if you care about the result, which today is no longer linear in relation to performance?

Perhaps here you can give an example from anotherthe area that is close to me is winemaking. I often hear a question from people who are far from wine, their consumer experience suggests that the more expensive the product, the better it is. Therefore, wine for a conditional one hundred euros is clearly worse than wine for a thousand. Some go further and say that the difference is exactly an order of magnitude.

I definitely can't tell the taste of wine for a thousandor ten thousand euros, I can describe how much I like it or not, and this wine can be in a completely different style. I will reveal a terrible secret, wines from one hundred euros are already of such quality that it is impossible to say something bad about them. They are excellent in all respects, and then marketing, promotion and other matters begin to play a role. "Chateau Petrus" is widely advertised, has a history, and it has no analogues, according to sellers and winemakers. But for most people, the difference between this wine and a number of neighbors will be very conditional. Moreover, many in Russia drank fakes of this wine and did not wince! But that's a completely different story.

Speed ​​ran into the physical limitations of ourbodies, however, as in many other parameters. It makes no sense to make smartphone screens with a resolution higher than QHD, we will not see much difference, and the difference in price will be huge. It makes no sense to make the speakers even louder than in a number of flagships, they are already yelling. Everything rests on the necessity and reality of what we can do within reasonable limits. The problem is that our devices are already faster than we ever imagined.

Of course, this reduces the qualityoptimizing software, launching monstrous products on the market that consume resources and are completely inefficient. Excessive performance compensates for the shortcomings of programmers. But I am sure of one thing - speed, like what marketers are trying to sell us, ceases to play a role, it is important to look at all the components of the product. Understand how speed compares to other characteristics.

As a final example of selling speedI want to remember Chinese smartphones costing about 200-250 dollars, which were equipped with top-end Qualcomm chipsets, they sold the “best”. But they did not provide enough RAM, saved on cooling and much more - it turned out to be a strange solution, potentially fast, in practice it works worse than mid-range chipsets from the same Qualcomm. But people were warm that they were able to snatch the fastest processor for ridiculous money, the rest did not bother them.

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