Top 3 Barriers to AV Technology Uptake
David – So, Adrian it can be so disheartening, let me paint this picture for you. You’ve gone into trouble of investing hundreds of thousands, if not, millions of dollars in new technology for your organisation. Okay. You’ve spoken to the expert; you’ve looked at all the great technology options. You’re convinced on what your implementing is the right choice. But for some reason, the people just aren’t using the technology. Why is that?
Adrian – So, we’ve boiled it down to three simple steps. The first one is that sometimes the technology is too hard to use. I used to have these big headphones and to play music, I would have to pair with my phone and do all the stuff on my phone to make sure it synced up. But if you look at Apple Air Pods, all you have to do is open the case. It syncs automatically and you can play music straight away.
David – Oh okay! So, eliminating the steps is probably the key there, isn’t it? You’ve got to be asking those “How” questions. “How are you going to be using the technology? “How many steps are there to use that system? Is it two, three, four, or five?” And the more it is, the worse it is. People aren’t going to adopt that technology. It’s too hard. You need to reduce those steps right down to one, maximum two, which requires minimum training and all of a sudden people are just going to get right into using that technology.
Adrian – Absolutely, Dave. The second one is, mismatch of technology. Sometimes, people want something when, really, they need something else. I get a lot of questions. People are like “I’m going to go travelling, I want to buy a camera” or “I’ve just had a baby; I want a camera” and they ask me what camera to get and I keep telling them “You don’t need a camera. You already have a really great camera on your phone”.
David – Oh, I see. So, this is, sort of, the case of doing the proper “Needs Analysis and Discovery”, isn’t it? Yeah, absolutely. If you don’t do that, if you don’t ask those “Why” questions, “Why do you need this?”, “What do you need that technology for?” If you don’t ask the right people those “Why” questions, you could be making some mistakes. That simple example, if you kept asking “Why do you need that camera?”, “Why do you need that?” “What are you going to use it for?”, you would’ve found that they don’t actually need it. It would’ve been a wasted investment.
Adrian – Yeah, absolutely. And so, the last one, the third one is actually, quite a hard one to explain, it’s that adaption is a bit of an emotional decision. You can do everything right, like you’ve said, hire the right experts, involve the right people in the design process, but they still won’t adapt the technology. An analogy I would like to use is that, people paying with their phone, we thought it was going to take over the world but in reality, only 1% of people use their phone to pay for things.
David – Yeah, Adrian, this is a classic. We, as people, we need to like something, and we need to trust it. They’re two big barriers and if you can’t overcome those barriers, it’s difficult for people to uptake the technology. I’ll give you a tip of what we find really works well in commercial projects is a Proof of Concept. That’s taking the time a little bit early to get some new technology in, put it in a part of the building and invite people to come and work with it, test it out, get comfortable with it, give some feedback. Then, they’ll, sort of, overcome that trust barrier and if you listen to what they’re saying, you’ll get the technology to a point where they’d like it and you’ll overcome the like barrier. So, your adaption is going to go through the roof.
Adrian – Thank you so much for watching. We’re confident that when you use these three steps, people will be more willing to take the technology that you’ve put in your office space. Thanks again.