ALKHOBAR, 15 July 2003 — I was explaining the intricacies of the Kingdom’s Internet proxy to a marketing manager at a Dubai-based IT firm when he started making lots of “umm and aha” noises and I knew I’d lost him. Last month I did a demo of my digital camera to a group of engineers during the process of covering an event. While they were impressed with the technology, they certainly weren’t familiar with it. Then, yesterday, I went into an electronics shop and asked for a Bluetooth Adapter for my mobile phone. The salesman looked at me like I was a creature from another planet.
Recently, it has become increasingly clear that technologies I take for granted simply haven’t been embraced by most of the population. New research may explain why. At its bi-annual meeting in Stockholm, Sweden, AMD’s Global Consumer Advisory Board (GCAB) — released the results of a study, “Roadblock on the Information Highway,” that casts light on the reasons why so many people around the world are delaying purchases of new technologies. According to the study, too many potential buyers don’t understand the language of the technology industry and are delaying their purchases because products and terminology are too complex.
The report, which surveyed more than 1,500 consumers in the US, UK, China and Japan, revealed that only three percent of respondents got a perfect score on a technology terms quiz, which included terms such as “MP3,” “megahertz” and “Bluetooth.” And, only slightly more than half (65 percent) of respondents correctly identified the definition of “megahertz” from a line-up of three possible definitions. Even of the most knowledgeable (those who identified more than seven of 11 technology terms correctly), only slightly more than a third chose the correct definition of digital video recorder (DVR). The study also showed that those who were least knowledgeable (those identifying six or fewer technology terms correctly) are the most likely to delay technology purchases. For example, 47 percent of those who scored the lowest state they will delay their purchases of digital cameras due to complexity.
Moreover, the study confirmed that people are delaying purchases of new technologies because the technologies are perceived as too complex. For instance, 40 percent of the most proficient consumers state they will delay purchases of personal digital assistants (PDAs) because the PDAs are viewed as too complicated. Setting up complicated technology products is also a key area of concern. Nearly half of all respondents (46 percent) strongly agree they don’t buy anything that is complicated to set up, and nearly two-thirds (62 percent) strongly agree with the statement that they “wish to have things work and not spend time setting up.”
“The high-tech industry is spending more than $10 billion a year in the US alone advertising the speeds and feeds of the products. But the industry is not getting the full value of their advertising dollars when, for example, only slightly more than half of the PC users we spoke with don’t understand the term ‘megahertz’ — which is used in a vast majority of personal computer (PC) advertisements,” said Patrick Moorhead, chairman, GCAB and vice president, corporate marketing, AMD. “The technology industry must simplify its vocabulary so that consumers around the world can better understand the benefits technology can bring to their lives.”
While the study did not include consumers in the Middle East, I strongly suspect that the results would be similar here if not worse. To take the Technology Terminology and Complexity Test and see how you’d rate, please click to www.amdgcab.org. You may also download the complete study results from the same location. And gentlemen, get your wives to try the test. In the informal survey I’ve done over the past few days, I discovered that children scored highest on the test when their mothers scored well — no matter what their fathers did for a living.
According to GCAB, putting aside all specific causes, the Technology Gap slows the benefits available to people from technology and also diminishes potential revenue for developers and manufacturers of technology. Globally, GCAB has found that there is definitely a gap between technology innovation and consumer or small business adoption and that the gap is increasing.
While the GCAB study is depressing and requires a serious response, it still must be acknowledged that there are some who are more gifted than others at mastering modern technologies. Word has just come from Pakistan that on July 9, Afsah Shafquat passed IBM Exam #484 — Enterprise Connectivity with J2EE V1.3, to become the world’s youngest J2EE Developer at the age of 14 years, 4 months and 13 days. The passing percentage required was 63 percent and Afsah scored 73 percent.
Afsah is helping out as a teaching assistant at Sir Syed University of Engineering and Technology under the banner of Operation Badar when she isn’t working on her studies at the White House Grammar School in Karachi. She recently completed Grade 9. This has been a particularly successful year for Afsah. Back on March 15, she passed IBM’s Exam #141 — XML and Related Technologies. This made her the world’s youngest IBM Certified XML Developer at the age of 14 years and 17 days. Afsah is also a Sun certified Java Programmer, a Sun certified Web Component Developer and an IBM certified Object-Oriented Analyst and Designer.
Afsah’s younger sister, Afrah, is the world’s youngest Sun Certified Java Programmer, passing the exam at the age of 11 years five months and 19 days. The oldest Shafquat sister, Isbah, became the world’s youngest Microsoft certified C# Programmer, passing Microsoft’s Exam #70-316 on February 26, 2003 at the age of 16 years, one month and 26 days. As always, Arab News congratulates Isbah, Afsah and Afrah on their current accomplishments and we hope to hear of further achievements in the future.
There should never be any hesitation in encouraging children to take an early interest in technology. That is why I was delighted with the effort put forth by Qatar Telecom (Q-TEL) as their contribution to the Qatar Summer Wonders Festival of Fun. Through Aug. 8, Q-Tel is sponsoring the Q-Tel Internet City at the Bshara Fun City located in the City Center Mall, Doha. According to Mustafa Al-Qatami, chairman of the organizing committee for the facility, Q-TEL Internet City was created as part of Q-TEL’s commitment to Qatari society, especially the children.
“We hope that the Q-TEL Internet City will raise awareness of the importance of computers and the Internet to the future success of Qatar,” said Al-Qatami. “The activities at the Internet City are free so all families in Qatar are able to participate. We feel that all the children in Qatar are very curious about the Internet and this is a chance for them to enhance their knowledge of what the Internet has to offer, under appropriate guidance. As a large communications company it is up to us to build awareness of the Internet in Qatar so its use spreads throughout society.”
Al-Qatami went on to say that he believes the Internet is now a basic tool in homes, schools and businesses. Q-TEL is working hard to gain broad acceptance of the Internet throughout Qatar. The company has even provided Internet service free to many schools. “Already, my own children know all the basics of computing and the Internet, so I want the same advantages for all children in Qatar,” emphasized Al-Qatami.
Nadeem Mansour, business development manager, New Horizons, is leading the team assisting Q-TEL in carrying out its mission at the Bshara Fun City. Under the auspices of Q-TEL, New Horizons will be running classes teaching children the basics of Microsoft Office applications. The classes are targeting children 9-15 years old. The students will be given handouts and printed exercises that they can take home and practice after the sessions.
“The sessions are one hour long and will be taught in Arabic or English so children of all nationalities will have an opportunity to learn,” said Mansour. “We are expecting to offer classes for 2,400 children during the Summer Wonders Festival.”
New Horizons will also be operating a hardware center at the Q-TEL Internet City where children can learn about the workings of PCs. Engineers will show the children how to install PC components and become familiar with the assembly and functionality of PCs so the youngsters will feel confident owning a computer of their own.
The Q-TEL effort is to be commended. I truly wish that the Kingdom’s own beloved telecom would have been generous enough to offer a similar experience this summer to children in Saudi Arabia.
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