andy rubin

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Andy Rubin announced his new start up today, by way of a full page ad in the NYT paper paper. Essential is its (rather boring) name. My first experience with Mr. Rubin was online, on stage during the introduction of Google’s phone the Nexus One. Clearly a smart guy, and credited with helping develop the Android OS, Mr. Rubin had a global coming out party that day.

Today is his second coming out party and though the returns won’t be in for a few years, this one looks to be more successful.

According to the website, Essential is a hardware and software company, with 7o+ employees. Quite a few for a startup. So there’s money there. Big money.

The mission of Essential is grand. Make technology easier. Completely open. More pervasive (into the home) and, one might intuit, more affordable down the road. On the site one can pre-order a phone. See the specs. Read about a new 360 camera. Bathe in promises of integration of home and intuitive systems. And feast on the company’s “festo a mano.”

It’s not my favorite launch approach. I like to have real stuff. Build your brand around stuff. Not talk. I’m sure genius will come from this company.  I wish them well — we all do. But coming out of the gate with “an ad and a promise” is not the best start.




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Not to be outdone by Amazon’s drone delivery announcement on 60 Minutes Sunday Night, Google hit the front page of The New York Times today with a story trotting out Android czar Andy Rubin as head of its new robot division.  Not to be confused with Google’s self-driving cars business (Just what we need, more cars.)

And it’s not only a future thing, robots are arriving in schools daily, as my friends at Teq will tell you.  The NOA robot is setting kids a-giggle across a number of Long Island schools.  And robots are even cleaning windows now. Take that! window washers union of NY.  Drones and robots deliver on Larry Page’s vision, “Technology should be deployed wherever possible to free humans from drudgery and repetitive tasks.” Como se breathing?

Have you seen a movie trailer lately?  Or prime time TV show? They are 50% fantasy. Dude, I love technology. I also love the future…and that we’re becoming smart enough to know when we’re effing up the planet and gene pool. I love all the “springs” that are blooming…but let’s remember to take time to watch the bears (see headline); those pesky animals rolling around in our urban sprawl dumpsters.  Nature is still the best part of humanity. The craft economy or roots economy is part of that and is picking up speed. It will not outpace the robots and drones, but it’s growing.

Good marketers and brand planners see ahead of what’s trending. Peace.

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