Project Ara: The DIY Smartphone.
Mass customization is apparent in all aspects of retail, even in the smartphone world. Google announced the introduction of the modular phone early this year calling it Project Ara. In the prototype stage so far, Ara looks like a basic rectangular frame (they call it the Endoskeleton) that's subdivided into smaller rectangular buckets. On the back are circuit boards and contacts. It's here that you snap in rectangular bricks for each module, say one block for an 8-megapixel camera, and another block for the processor (Dolcourt).
Project Ara is the ultimate form of customization. Customers can choose every module, pick where its placed, select the color and visual design. That brings tremendous flexibility to phone owners, both in terms of getting the specs they want, and in terms of cost. Customers that crave to constantly have the latest and greatest technology can now do it at a much lower price point. One struggle a large majority of smartphone users struggle with is cracked phone screen once the phone is dropped. Now instead of replacing every part, one can just simply order a new screen. Some customers may prefer to have a high quality camera, other customers may want a heart monitor, or quality speakers for music. Every customer can design their very own modular phone based on their individual needs.
It is still being redeveloped after testing in Puerto Rico was challenged with allegedly failing the “drop test.” Customer feedback found that when the phone was dropped, the magnetic blocks tended to loosen and fall out of the phone (Lee). Google responded to these challenges by stating they are developing a new technology better than magnets to hold blocks steadily in place.
Google will likely upset the smartphone industry and devastate market leaders with the introduction of the modular phone. While competitors develop ways to remain cunning, consumers will excitedly wait to design their very own customized smartphone.
Google will likely upset the smartphone industry and devastate market leaders with the introduction of the modular phone. While competitors develop ways to remain cunning, consumers will excitedly wait to design their very own customized smartphone.