The Oura Ring ( forget ) and the RingConn Smart RingAndy Boxall / Digital Trends
Companies that make smart rings have a problem on their hands . Or finger .
Despite smart rings being a fairly Modern set of products , most of them are already miss creativity when it come to names . They all seem happy to pick a say - what - it - is name and be done with it . I get why , but it ’s not good enough for a product that straddles both tech and way .
Bvlgari B.Zero1Bvlgari
Yes, it’s a smart ring
What do I think ? Every product name uses the Christian Bible “ ring ” or “ impudent ring ” in it . We ’ve have theOura Ring , theRingConn Smart Ring , theUltrahuman Ring Air , the Circular Ring Slim , and a host of smartish NFC payment ring like the Mclear RingPay . Samsung ’s forthcoming smart ring is called theGalaxy Ring , and even Movano ca n’t fully commit to itsEvie name , as the full name is the Evie Ring .
We ’ve promptly established all these products are smart rings , with RingConn doubling down by pose the word Ring in its fellowship name as well , just in case there was any dubiousness about what type of mathematical product it currently makes . I apprise that at this point , some multitude will be reading and think , “ I do n’t give care what it ’s call , only how it knead , ” and that ’s a reasonable argument , for the technology sports fan .
call something what it is happens throughout the tech manufacture , and for wearables , we only need to await at theApple Watchfor a clue as to why we get so many “ Watch ” products and why its influence may have spilled over into other wearables . The Apple Watch hasa 22 % share of the smartwatch marketplace , far more than any other society , and mightily from the origin , rival made sure everyone hump they also made a smartwatch , just like Apple . See the Huawei Watch , the Samsung Galaxy Watch , and the LG Watch for grounds .
Rolex SubmarinerRolex
Early days, but that’s no excuse
Smart rings are still in the fairly other stage of ontogeny as a category , where we ’re all being introduced to a comparatively new production and step by step being sold on its power . This essential education is being handled by marketing teams , but when the meeting where they have to nibble a name comes along , all seem to jibe the good ( and immediate ) thing to do is make it very obvious right there on the loge what we ’re buy .
It ’s all very ho-hum and predictable . So , what am I suggesting instead ? Any marketers in the audience will no doubt be saying it ’s of the essence to give a merchandise a light name , and that ’s why creativity sometimes take a back seat . I ’m no marketing guru , but I also know that calling a wise ring the “ Stratus Fox ” would n’t inform anyone of anything about it . That said , there really has to be a middle dry land between perfectly dull and whole abstractionist .
After all , we do n’t lust after a Ferrari Car , but a Ferrari Roma , a Ferrari Daytona , or a Ferrari Purosangue . Even those models without evocative name calling that employ letters and number instead do n’t have “ Car ” as a suffix . We ’re too far down the “ Watch ” route to change that deadening diagnose convention , but the time to do something about smart anchor ring nomenclature is now — before it gets too instill .
Tiffany 1837Tiffany
Take the lead from the luxury world
impertinent rings are as much about fashion as they are about technology , and we should have some chemical attraction for them before we put them on our fingerbreadth . Much of that starts with what we cite to them as , and companies should be taking the lead from how sumptuosity watchmakers and jewellery brand name approach name calling .
Bvlgari makes the B.Zero1 , one of the most recognizable rings in the existence , while Tiffany use the year of its formation , 1837 , in its product names or integrates fun reference work to its excogitation like with the Return to Tiffany collection . sure enough , the word “ ring ” is often admit in the description , but these memorable , interesting dead on target name give the product an identity .
It happens throughout the watch world too . The Rolex Submariner , the Tudor Black Bay , the Omega Seamaster , and the Zenith El Primero are just some of the directly recognizable figure that do n’t include the Good Book “ watch . ” It ’s not like these names have only just been introduced , either . Zenith first release its revolutionary El Primero in 1969 , and it was just as forward - thinking then as any smart band is today . Tag Heuer and Montblanc already know this , and that ’s why it ’s not the Montblanc Watch or Tag Heuer Watch , but theConnected Calibre E4and theSummit .
The names they deserve
Samsung look set to call its first smart ring the Galaxy Ring , but will Apple call its impudent halo theApple Ringshould such a product arrive ? It ’s very probably , as its mobile Cartesian product all partake in similar , rather obvious assignment systems — iPhone , Apple Watch , iPad — but that should n’t mean every other impudent ring maker must dramatise it ahead of time in some undefined attack to check it gets any gratifying search engine optimisation ( SEO ) benefits that may come with give birth a somewhat similar name to the industry giants .
A future where every sassy ringing is called a fresh ring , and every sequel is denoted simply by a figure , is n’t very likable or appropriate . Smart tintinnabulation are exciting new products , with their origins firmly rooted in jewellery , luxury , and mode . Not treating them as another tech trade good and instead creating inventive , yet representative names for them beseem just how much likely they have to go beyond the technical school world in a way that , lamentably , most smartwatches have not .
