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Surviving the Age of Technology - Part 1 of a Series

If you are like millions of other Americans, you probably received or bought yourself an electronic or battery-driven device this past holiday. You made the purchase because: (a) a friend or relative had one and you were blown away, (b) you saw it on television, (c) the old one was obsolete, (d) you thought it would make life easier, (e) it looked like fun, or (f) you had some bonus money available and thought, what the heck. Regardless of the reason, you made the investment and faced the future. Some of the more popular choices are: plasma, LCD or HD televisions, PDA s, WiFi and camera cell phones, personal media players, MP3 s, GPS systems, laptops, LCD monitors, flash drives,

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anything blue-tooth enabled, anything wireless, and anything with Firewire or USB.



Now, if you don t know some of the techno-lingo I just mentioned, have no fear. I didn t either until more recently. I m in my fifties, but my kids in their twenties all do. Of course they also text message at the speed of light and can program a cell phone in mere seconds, without reading the manual no less. I, on the other hand, needed six hours to hook up a HD cable box and two more just to attach a DVD player/recorder. It makes one wonder what s next. Nearly everything I have purchased had some type of USB or computer connection and a DVD or

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CD software disc. Multiple cables were also fairly common.


The other scary trend is regarding the manual. Either it s: (a) the size of a typical Bible, (b) a map-like foldout sheet, or (c) non-existent. That s right, there is no manual. I bought a digital product and the four by four inch packing slip explained that the manual was only available on the internet. They assumed that I had (a) a computer, and (b) internet access at my house. While I will grant you that 70% of us do, that leaves many millions that do not have one or both. But it saves the manufacturer millions so, who cares? A recent book I bought that normally comes with a CD,

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now has an empty space in back that explains how it saved ME five bucks by not including it and that I can do downloads off their site instead. How so very thoughtful of them!


Which brings up a whole other subject. Downloads off the net. Most computer-based devices require drivers or firmware to be current. These are sent by email reminders to constantly update your systems so that the product will run efficiently. Therefore I must register online to receive the latest product news. Of course they are always trying to sell me things as well. And who knows where they sold my email address to as well? But it s the price you pay to be connected to the

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latest and greatest.


So, have you also noticed that nearly everything now has a computer chip inside? My refrigerator will tell me when it s time to change the filter. Ditto the air purifier and the vacuum cleaner. My computer printer alerts me to low ink. I wonder when my clothes will eventually tell me when they need washing? Don t laugh, that day is just around the corner.


The problem with technology is that it breeds obsolescence. My two-year old computer is almost a relic. It doesn t run as fast or have as much memory as the one made this morning. The software is old and the operating system is pass . Whatever I buy this afternoon, by next month

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will be: (a) out-of-date, (b) lack the newer features, and (c) somewhat cheaper. That s right, it will cost less. Look at plasma TV s and computers, as one example. Check the price just two years ago. The same is true for cell phones, digital cameras, and most new gadgets. As more companies compete for your dollar and are forced to improve the product, in addition they find ways to add features while cutting the cost. We benefit but pay the price in poor quality. Which leads me to my final thought. Warranties. More specifically, extended warranties.


We used to get warranties on things like cars, washing machines, and television sets because they were expensive to fix and the type of

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product we couldn t work on ourselves. Nowadays, even the smallest of devices can be bought with extended warranties. I bought a $99 inkjet printer and was offered an extended warranty for $25 a year. Now that s ridiculous. Does it really break down that often? And read the contract. My son brought in a computer that was under warranty and they said it would be $180 to fix it because of other circumstances. It was six months old. What kind of circumstance allows them to charge for something covered by an extended warranty they forced upon him in the first place?


This is not a knock against technology in general. I, for one, embrace it and love the time-saving devices

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that entertain and make life interesting. I look forward to the GPS I ordered to guide my way around vacation destinations while telling me where to find an Italian restaurant, all while using an Australian accent. It sounds like fun. I m enjoy HDTV, LCD monitors, and MP3 s. It s just so much to learn and absorb in such a short time. But I ve afraid I have to wrap this up because my new cell phone is beeping at me to tell me I have a new email to answer. So bye for now and read Part 2, about my email message.


Jeffrey Hauser was a sales consultant for the Bell System Yellow Pages for nearly 25 years.

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He graduated from Pratt Institute with a BFA in Advertising and has a Master’s Degree in teaching. He had his own advertising agency in Scottsdale, Arizona and ran a consulting and design firm, ABC Advertising. He has authored 6 books and a novel, “Pursuit of the Phoenix.” His latest book is, “Inside the Yellow Pages” which can be seen at his website, http://www.poweradbook.com Currently, he is the Marketing Director for http://www.thenurseschoice.com, a Health Information and Doctor Referral site.







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