As more features are built into modern smartphones and apps add functionality, single purpose devices are no longer necessary or are being driven into niches.

1. THE SUNSETof
Single-Purpose Devices
Dr. Augustine Fou
Marketing Science Consulting Group, Inc.
http://www.linkedin.com/in/augustinefou

2. Executive Summary
• As more features are built into modern smartphones
and apps add functionality, single purpose devices are
no longer necessary or are being driven into niches.
• This is evidenced by the rise and then decline in
search volume of customers looking for these single
purpose devices.
• In some cases, like scanners, hardware is being
replaced by software – app that takes picture instead
of scanning via scanner device
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3. Flip Video Camera
Recording video is now built into every smartphone
June 12, 2012

4. GPS (global positioning)
GPS and maps are now built into every smartphone
June 12, 2012

5. MP3 player
Personal music players are now built into every smartphone
June 12, 2012

6. Digital camera
Digital cameras are now built into every smartphone
June 12, 2012

7. eReader
closeup of kindle
Kindle and e-reader apps are now available for smartphones
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8. CD/DVD player
Users consume music and DVD videos differently now
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9. Radios
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10. Calculators
Every phone and smartphone has calculator built in
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11. Scanners
Smartphone apps take pictures instead of scanning
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12. Printers
People are emailing more and printing on paper less
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13. Fax Machine
Every phone and smartphone has calculator built in
June 12, 2012

14. Dr. Augustine Fou – Chief Digital Strategist
Dr. Augustine Fou is an industry-recognized
thought leader in digital strategy, search and
social media marketing and former Group Chief
Digital Officer of Omnicom's Healthcare
Consultancy Group. Dr. Fou has over 16 years of
management consulting and digital strategy
consulting experience, advising CMOs, marketing
executives, and global brands.
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://www.slideshare.net/augustinefou
LinkedIn: http://www.linkedin.com/in/augustinefou
June 12, 2012
acfou@mktsci.com 14