Design to Focus

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When we look at the world and how we use technology and media to interpret its happenings, we only see opportunities. Opportunities that come in the form of concepts and formats for technologies and media. it's our dream to create a company that specializes in breaking open new use cases in existing markets by introducing new concepts. Those concepts should all should have one thing in common: they should help us to become more part of the event, the actual happening, of life. Primarily we want to change the way smartphones are assisting us to ‘prepare’, ‘experience’ and ‘evaluate’ the events we set out to do. 

We want to change the role smartphones play at our events.  We go outdoors to experience these events and the one thing we bring for sure is our smartphone.  We don’t even think twice about it. They became life companions that guide us through life, claiming they make our life richer, easier and better. In reality, smartphones mostly distract us from the event. Simply because the unlimited options a smartphone offers us. It’s burning a hole in our pocket and asks for attention while we should consider the actual happening. 

That’s why we aim for a different kind of concept- and software design. Our designs emphasize focus instead of distraction.  We think our smartphones should support our actions in real life where it's now supporting our receptiveness for distraction. Right now it’s about the availability of possibilities. It should be about the availability of information. We should make software for personal devices that can help us process the available information better.  To be more specific: our personal devices should work in favor of our events (and it’s available information). Not operate as a primary source of distraction from that available information. 

For example: when you go to a network day your smartphone should not be connected to the world wide web but to the Secure Local Intranet where other visitors are logged in as well. Focused information will be available. But only for those who are logged in to the Secure Local Intranet. 

“What you do defines who I am”

We envision smartphones will evolve into devices that recognize our events and behaves accordingly.  Events will become more important coming decennia. Our need for the real, social, collective experience will only grow stronger as we are being overwhelmed by all the technologies that operate as windows between the real and the digital.  We suspect this need for the real will be one of our evolutionary reactions to the proportional expanding information technologies. Coming at us in thousands of different alignments, giving us access to all information we want, all the time, everywhere. The big question is: how are we going to process all that available information in such a way, we will be more resistant against the natural and digital challenges that await us in the near future. 

Our ultimate goal is to create a new operating system for our personal devices that will enable us to process the right information depended on the event you are experiencing right now. Our personal events play a central role in the realization of this new operating system. If we are at work our smartphone should perform a different function than when we enjoy some well-deserved leisure time. When we are in a meeting (or class), our smartphone should make it easier for us to follow the discussion, rather than an instrument to play with while not paying attention or participating. When we are at a concert our smartphone should work for us to capture the experience better instead of being distracted from the live performances just to let your friends know you were at the concert. 

Ultimately we want to create an operating system that truly can say to its user: “What YOU do defines who I am. This is my design.” IOS, Android, and Windows are operating our information flows right now and in our opinion, they all lack one great characteristic: they can not make us focus. Their design is to distract (to have as much potential information possible every time, all the time). Our design is to focus. Our software should speak to its user: “I help you process the experience better by narrowing your options. I make you experience your events better. I’ll make you live the moment better, longer, more intense. I’ll be where you are, know what you need to do and I’ll help you. This is my design.”