Products ‘need to be easier to use’

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Consumer electronics companies are missing out on a $3.8bn opportunity because buyers are not able to use their devices properly, according to a report.

Forrester Research says that while the industry is selling digital products at a record rate, it is failing to sell the additional products, services and content that bring the devices to life.

The report highlights a key concern at this year’s Consumer Electronics Show opening on Thursday in Las Vegas – how to enable consumers to access content and services easily on interconnected machines.

Forrester says that until the industry simplifies the way multimedia is distributed, it will fail to cash in on the digital home revolution where flat-screen TVs are being networked with computers, games consoles and entertainment centres.

Companies are leaving $3.8bn in lost revenues on the table but they could be earning an extra $13bn in sales in 2010 with a different strategy, the report says.

This would mean products, services and content being offered that the consumer would find easy to buy, install and use.

“Consumer technology sales are broken,” said Ted Schadler, a Forrester Research vice-president. “Consumers are being forced to assemble the different components of their digital lifestyle themselves, and they’re not equipped to do it.

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