I purchased an Amazon Dash button recently. It’s a clever product concept and an example of a headless device that will be a major theme in the emerging Internet of Things movement.
The Internet of Things represents a massive shift in how we will consume services. I would assert that we will reorganize the existing Internet around three functional Internets:
- The Web: This is what we know today. Constantly evolving, the complexity of services delivered to HTTP endpoint will increase, and as more web consumption moves to mobile, the interoperability of smartphone apps with web services will be transparent.
- The Dark/Deep Web: This web already exists, it is beyond the reach of search or obscured behind secure and untraceable browser and domain technologies. Most often associated with illegal activity, the Dark/Deep Web will evolve to meet the needs of security and privacy, as well as conduct criminal activities. The Deep internet, that which is not obscured behind technology, it is simply not discoverable via search.
- The Device Web: The proliferation of connected devices will overwhelm the traditional namespace. The devices that connect to the Device Web will be, predominately, headless. Lacking displays and traditional input modes, these devices will have speech interfaces, simple activation modes, and be tethered to a smartphone via a dedicated app.
My interest in the Device Web is what led me to spring the $5 for a Dash button. A Tide Dash button, we like Tide so what could be better than a simple push button replenishment mode? As it turns out, quite a bit.
The Dash arrived in a simple package and activating the button was a simple process. I pressed the button and held it until the blue light blinked rapidly. Simple enough, just like a Bluetooth device.
With the blue light blinking, I went to the Amazon app that was already installed on my phone and found the “device” menu in the account menu. It was not immediately apparent because I was expecting a dedicated app, but when in retrospect it makes perfect sense the way they built this into their mobile app. I probably should have read the one-pager that came with the device first.
The process of configuring the button is two parts, first adding the button to the network and then attaching it to a product option to purchase. The first part is interesting, the Amazon app forces my phone to drop the WIFI connection and form a direct connection to the Dash button. At this point, the app prompts you to select the network to connect the Dash button to. Dash then stores the WIFI password in the device, or in their cloud; it wasn’t clear where the password is being stored.
I wasn’t particularly excited about Amazon having my WIFI password in their network. To me, this represents a new front in privacy strategy because having access to my WIFI network opens up a lot of possibilities for Amazon that I would not endorse.
With the button configured I then needed to attach my product options to the buy button. At this point, my enthusiasm for this device went to zero. The number of products eligible for the Dash button are limited, and our preferred Tide option was not available. I detached the button from my account and put it back in the package. It will be a conversation piece now rather than a method for procuring laundry detergent.
When my six-year-old son saw the Dash button, the first thing he did was press the button, repeatedly. Had it been configured, I would be getting a truckload of Tide. Amazon has designed around this with the purchasing workflow, giving you the opportunity to cancel a transaction before fulfillment, but the problem I have with this is that I have to do it. The button itself does not discriminate between those in my household authorized to buy Tide and those that are not.
The Dash buttons would be significantly improved with a voice verification technology that responds only to an authorized and enrolled user. This authentication could be enabled with a fingerprint sensor but with current technology the cost of the sensor is an obstacle while adding a mic is trivial. Taking this to the next level, redesign the button to remove the button itself to enable Dash with a trigger phrase and voice verification to authenticate a transaction.
I love where Amazon is going with this, pushing the buying transaction out to the natural endpoint. I can envision this being evolved and improved with new technologies and improved backend integration, but I can also see this package being integrated into appliances. Not everyone wants to purchase exclusively through Amazon, so much like smart TVs now come preloaded with multiple streaming services, appliance makers could embed multiple retail options for the consumer.
(Cross-posted @ Venture Chronicles)