Angelica from the Adjust Media team tells us what she’d take on a desert island and why….
There are many things I’d take on a desert island with me. For pleasure, I’d take George Clooney, for intellectual stimulation, Freud or Alain de Boton, for sustenance I’d bring a smoothie machine and for everything in between, I’d take the apps on my iPad.
There is no doubt in my mind that the iPad is the best invention of our time; you’re about as likely to find one of the Adjust Media team out without one as Miley Cyrus in public without make-up on. But why? For me, app technology and the possibilities that have sprung from their creation, have completely changed our social landscape; how we interact with each other, with brands, with the world, is evolving. This tiny thing, wrought from metal and plastic, seemingly so innocuous, has the power to revolutionize how the whole world speaks; it’s made the world smaller, chattier and much, much more exciting.
The app world has opened up inconceivable possibilities; everything, from contactless payment to calorie counting, has been thought and processed into this tiny functionality. There are news apps to keep our dinner party conversation flowing as smoothly as the Pinot Grigio; one can flick between The Independent, The Guardian, Prospect, Grazia, Heat and, if you’re anything like me, pull out the right one for the right audience (Starbucks is a place for the latter, the Metropolitan Line in rush hour for the former). There are apps to make train journeys more enjoyable – pet horses we can nurture and feed on our phones, frogs with silly voices for gimmicky birthday messages, car racing games to allow us to live out our Lewis Hamilton fantasy. There are apps to make our lives more productive – to do lists, shopping lists, reminders, calendars. One of my favourite apps, Lemon, allows you to scan invoices and create spreadsheets about how much money you’re spending on what each month. I never even knew I had a penchant for buying exotic fruit.
And it’s not just time with ourselves that is improved. Apps brings companies and brands closer to their consumer; mobile banking, online shopping, train tickets, flight bookings – everything seems so much easier, so much more within reach. And if services aren’t better, it’s not like there aren’t places to shout about it – with 900m users on Facebook, 500m on Twitter and 150m on LinkedIn, the tablet computer has created a myriad of open spaces for public and consumer dialogue. So not only can companies speak to us through apps, but, we, the consumer, can speak right back at them.
And of course all this technology, I think, has imbued the modern city-dweller with a sense of adventure; it’s emboldened us as living, breathing humans, willing to seize new experiences and opportunities. Perhaps it’s consumer psychology, but thanks to social media, voucher websites, online reviews and listings, our lives are richer. We’re more willing to try that new restaurant in Soho, the pop-up in Shoreditch or the random art gallery in Bristol – call it safety in numbers, but, somehow, the public annunciation of culture has made us seize it. The emerging world is presented to us, on screen, in perfect LCD resolution and we seem to be saying yes, yes to seizing the day, yes to consuming life, yes to experience, enjoyment and excitement.
So what would I take on a desert island? Well, once the novelty of George Clooney’s perfectly-rounded derriere has faded, I’d want to stay in touch with the world – its stories, its trends, its tastes. And the only place you can get all of that, and a pet horse called Sparkles is on the iPad… Which is why Adjust love developing apps for clients, because we’re not just buying into a new product, we’re forging our way into a whole new world.