By Unveiling an Old Innovation
In the realm of technology, some concepts possess an enduring quality that defies obsolescence. T9, the familiar text input method from vintage Nokia phones of the 1990s, is one such relic. Enter Direction 9, a startup endeavoring to resurrect this intuitive input system for television usage, leveraging the directional pad on remote controls for text entry. While showcased at CES, its potential for widespread adoption seems dubious at best.
Leon Chang, the founder of Direction 9, elucidates the rationale behind their endeavor, citing the inherent challenges of text input on televisions. He points out the inconvenience of toggling between a nearby phone and a distant television screen, highlighting the absence of blind typing capabilities in this scenario. Despite the company’s efforts to integrate the technology into an Android set-top box prototype, the proposition’s viability remains in question.
Licensing Aspirations and Value Proposition
Chang envisions Direction 9’s role as a technology licenser to prominent players in the TV streaming landscape, including Roku, Netflix, Apple, and Samsung. He posits the solution as an optimal text input method for searching movies, TV shows, or entering passwords, asserting its superiority over existing alternatives. However, skeptics argue that contemporary solutions, such as QR code-based logins and voice commands, offer more streamlined and user-friendly experiences, rendering Direction 9’s proposition redundant.
Feasibility and Business Model
Despite Chang’s confidence in the technology’s value proposition, critics remain unconvinced of its practicality. The implementation of a T9-like system on set-top boxes is deemed feasible by many, with some asserting its simplicity akin to basic engineering tasks. Moreover, the proposed pricing model, entailing a per-remote fee ranging from $0.50 to $3, raises eyebrows within the industry. Considering the competitive landscape and the minimal cost associated with remote production, manufacturers are unlikely to embrace such an additional expense.
Final Verdict
While acknowledging the efforts of the Direction 9 team, skepticism looms over the venture’s prospects amidst a crowded and discerning market. Despite Chang’s optimism, the startup’s value proposition fails to resonate convincingly with industry observers, casting doubts on its ability to secure customers or investors. While innovation is commendable, the pragmatic realities of market demand and competitive dynamics may pose significant hurdles for Direction 9’s ambitious endeavors.
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