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The World’s Most Expensive Christmas Lights … or Something Else?

June 11, 2013

christmas_lightsI have to admit when I read about Holiday by MooresCloud, the first thought that went through my head was “the world’s most expensive Christmas lights”.

At the special introductory price of $129 (RRP $199), when you compare it to the lights available on www.christmaslightssydney.com.au, Holiday by MooresCloud (‘HMC’) is expensive.

I’ve since changed my mind.

For a start, it’s unfair of me to judge HMC up against your standard, dumb set of Christmas lights:

“Putting the brains of a smartphone into each string of lights, Holiday by MooresCloud has the capability to display countless patterns, drive animations, and run applications.” (http://moorescloud.com/#holiday)

However, what makes HMC so clever is not that you can choose to display the colours of your favourite football team, but how it enables people to better understand the complex message behind MooresCloud’s original product: Light by MooresCloud (‘LMC’).

I’ve been following LMC’s progress since it was originally launched in October last year on the crowdfunding site Kickstarter – with a target to reach $700,000 in funding to kick off production.

Unfortunately, MooresCloud didn’t reach its goal, which I think in part is due to the difficulty it had in communicating what makes LMC more than just a funky, multi-coloured lamp. The description of the Light is very cool …

“Fifty-two LEDs in two million colors add up to infinite possibilities of pattern and animation. With a powerful computer and Wifi connectivity, there’s no end to the ways MooresCloud Light can work for you. It’s the light you’ll live your life by.” (http://moorescloud.com/#light)

… but what does that really mean, and how does it apply to me?

It’s not that far removed from the marketing challenges the NBN has faced over the past couple of years. To make a complex message stick, people need to make a connection between your product/service and something tangible to which they can relate. I don’t think Light by MooresCloud had managed to make that connection – until now!

What makes Holiday by MooresCloud so clever is that the form factor of Christmas lights is universal, and everyone ‘gets’ what they do. The outcome is that we can start to make our own connections with the product, and use our imagination as to how that product might apply to our own life and experience.

HMC actually got me thinking about applications for Light by MooresCloud – one scenario I thought about was in a hospital ward – where the light might be connected to a patient’s monitors and display a pre-determined colour range that gives nursing staff a quick ‘at a glance’ condition status as they walk through the ward.

I’ve also had my own first-hand experience in creating this connection between a complex concept and something tangible. One of my clients, ShoreTel, recently launched a new product – the Dock – which in itself doesn’t seem so revolutionary. It’s essentially a docking station that turns an iPhone or an iPad into a deskphone – which just sounds a little retro.

However, what it has succeeded in doing is to make ShoreTel’s Mobility Client and its benefits more easily communicated, by making that connection to a ‘thing’ that people understand – the business desk phone. ShoreTel Mobility essentially enables full enterprise unified communications capabilities on smartphones and tablets, but until the release of the Dock that concept has not been one that is easily understood and appreciated by the market.

So, would I buy Holiday by MooresCloud? Probably not – it’s still a very expensive set of Christmas lights! But what I do have now is a greater appreciation for what MooresCloud can do, and to start making those connections that are meaningful to me.

(Pictured above: “Christmas Lights”, by colormewonderfulxx licensed for re-use by Creative Commons Attribution-ShareAlike 3.0 Unported (CC BY-SA 3.0))

3 Comments leave one →
  1. Paul wilkinson permalink
    June 13, 2013 5:02 pm

    I am actually tempted to buy some of these, even at $129. They need more information on how to interface with them though – I don’t want to use their app – I want it to work with my apps. Also they should mention cloud. Cloud will help them sell them.

    • June 13, 2013 6:46 pm

      I think it is designed to work with your own apps – I think that’s the way they are trying to sell the Light … I’m not sure about mentioning cloud though – cloudy lights don’t really sound that appealing …

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