The smartphone is one of the most empowering and intimate objects in our lives. Yet most of us have little say in how the device is made, what it does, and how it looks. And 5 billion of us don’t have one. What if you could make thoughtful choices about exactly what your phone does, and use it as a creative canvas to tell your own story?
Google is doing something brilliant with Project Ara. It is taking the mobile phone, something most of us can’t live without, and attempting to disrupt an entire industry, while at the same time laying groundwork to convert as many people as it can into makers.
The “maker movement” has been persisting now for a handful of years. It’s largely dominated by hobbies that include 3D printing, soldering, sawing, and sewing. When you think about it, the idea of customizing your phone didn’t really exist until the launch of the Moto X, which lets you pick the color, texture, and even wallpaper of your device via Moto Maker.
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Now, Google wants to take the concept of customization to an entirely new level with Project Ara, which in layman terms is a functional LEGO phone. Admittedly, that’s a crude description, because Ara is one of the coolest ideas I’ve seen in a long time. It has the potential to completely transform the mobile industry. That said it’s just as likely that Project Ara will fail, or at the least become another element of the maker niche.
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I’m guessing Google doesn’t want that to happen, but it will be interesting to see where a modular phone fits into Google’s long-term mobile strategy. My hope is that when next January comes and the first Ara phone is released, Google invests a lot of resources into making Ara accessible to everyone, including kids.
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To achieve that, Google finally needs to establish a brick-and-mortar strategy. If not a full-service retail store, then at least temporary pop-up stores that invite people of all ages to come in and sit around a table covered in Phoneblocks. I can’t think of a better way to redefine the mobile phone industry and teach product design than to involve the consumer in the actual construction of the device, which based on the evidence so far, will be as easy as snapping LEGO blocks into place.
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