Smelling a rat
Many people spend more time on the internet than they do in face to face or even telephone conversations. But despite the rise of video, we’re not really using all our senses on the internet, missing out on touch and smell. Replicating touch is a difficult one, though I’m sure the porn industry is working on technologies like electronic skin suits that help there.
Smell is (in practice) a bit easier. Everyone understands the power of scents to change our moods – from the multibillion pound perfume industry to supermarkets pumping round the smell of hot bread to get our taste buds salivating. I’m probably not alone in being disappointed that the Bank of Canada has categorically denied that its new plastic bank notes smell of maple syrup. Hundreds of Canadians wrote to the bank, claiming they could smell maple syrup on the maple leaf note – with many asking for the scent to be strengthened.
But experiments in delivering smell via the internet have all, so far, failed to catch on – in fact Google made it the basis of its last April Fool’s joke, with the Google Nose. In the same way that Smell-O-Vision flopped at the cinema, pioneers have vanished into obscurity. All shared a similar approach – a plug in device to your computer that mixed different components to deliver the right smell to match the page you were on or the situation you were in. The key issue is that while you can create any colour from the basic Red, Green, Blue combination, the palette for smell is much wider, meaning the device would have to have an enormous number of odour components inside it.
Latest internet smell technologies are trying to make things simpler. The Mint Digital Foundry launched Olly, essentially a plug in atomiser that you fill with a scent source. You can then set it to spray when a particular internet event occurs (such as receiving an email or a tweet). In Japan, the Chaku Perfume Company has created Chat Perf, an add on scent tank for your iPhone. You can then use the app to ‘send’ the scent to a friend with a tank of their own.
Smell on the internet may be in its infancy, but get it right and the benefits for marketers and internet companies are potentially huge. The scent of lavender on a page encouraging us to buy flowers, the background smell of the sea on a holiday site, the aromas of food on a cookery or restaurant page. The possibilities are endless – as they are for online gaming (smell the fear!), incorporating into mainstream TV or films or identifying your friends on social networks. So, rather than trying to build the next Facebook, entrepreneurs should be looking closer to home for the next big thing. After all, it is as plain as the nose on your face…………
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