Posts Tagged ‘BigScreenLive’

Too much marketing and not enough meat

May 8, 2008

A message to the SeniorServ list from Allan Kleiman alerted me to BigScreenLive. Since I’m always interested in what’s available for older adults, especially the ones with limited computer experience, I had to instantly check it out. Now, the upfront disclaimer here is that I haven’t actually tried it out yet, but I do see a few problems right off the bat.

The first problem, which instantly affects their credibility with me, is when they state, right on the front page:

Our goal is to make computing effortless and enjoyable. While our software runs on any PC, we also recommend hardware to make it easier.

but on the Software and Hardware page, they state,

To get started, you will need:

  • Access to a computer with Microsoft Windows XP or Vista. [emphasis mine]
  • A monitor resolution of at least 1280 x 800. The experience is optimized for a resolution of 1280 x 1024, which is most 17 inch or larger monitors.
  • A high-speed internet connection.

People are aware today (yes, even the Seniors) that PC does not necessarily mean a Windows machine. Let’s have a little truth in advertising here, please.

But even larger problems loom. Who, exactly, is the site for? Children of older adults? Retirement communities? Older adults themselves? Older adults themselves range from very computer savvy to totally clueless (and generally content to stay that way). The computer savvy ones, of course, wouldn’t even look at the site; neither would the totally clueless. That still leaves a wide range of computer users, some who are already doing the things BigScreenLive wants to introduce them to, some that are struggling to learn even the basics just to be able to do the things on BigScreenLive, and some who are frustrated by the very things BigScreenLive offers to help with.

I suspect the target audience is children of older adults: the ones who call me about signing up their parent(s) for computer classes. For this group, the site looks the most inviting and promising, because this is a group that is already fairly comfortable on computers, and that wants their parents online also, but without the frustrating computer problems older novices face. The marketing makes it look like the perfect solution. Will its marketing be successful? Probably so, with enough money. I keep thinking of how many people continue to use AOL.

Whether it is a good product is another question, however. From looking through the site, and watching its tutorial, it is evident that older novices would need training just to use the program (for example, they have to know how to enlarge the text themselves). The e-mail program, while fairly basic, will definitely be confusing to novices. It boasts “Easily upload digital photos to the Family Album” (emphasis theirs). Easy, maybe, for the adult children, but not for the older novice, without some training (which is the whole problem to begin with). I think the product would be really useful for about 2% of Seniors wanting to use the computer. But I think far more will be “given” a subscription, with little hope of actually using it.