Remember the days when your computer router was an ugly old thing with unattractive antennas and a bland boxy shape? It’s an unfortunate computer staple that’s all to familiar to most of us. These days, one of those most important aspects of home technology is its attractiveness and ability to appear seamless with your home’s design.
Cisco Consumer Business Group that produces the Cisco by Linksys Group is changing the way we view the router, and it’s about time. I had the chance to talk to Linksys’ CBG’s Senior Executive Director of Worldwide Design & Experience, Chris Landry, about the sleek new design of home routers and why they took so darned long to get a makeover.
Tech Style: Chris, technology seems to be evolving at the speed of light. Why did it take so long for the home router to be redesigned?
Chris Landry: The thing is, when we started the redesign 2 years ago, we had 48% market share, so there wasn’t a huge push for us to change anything. We started to think, though, ‘Can you imagine what we could do with a good product like what we have, but with a better design?’. Essentially, it’s easy to get stuck if you’re doing well, but we realized that in today’s world, you can no longer present the same product for more than a few years.
TS: When you set out to redesign, what did you take into consideration?
CL: The biggest thing was eliminating the antennas. Some people actually liked them and perceived them as the only way a router could communicate wirelessly. There was a lot of resistance from our engineers about getting rid of them as well, but they eventually saw that the routers worked just as well, if not better, without them. Consumers also had a distaste for the clunky shape of the router, so we set out to make a product that was contemporary in shape and colour and also left a smaller footprint in your household.
TS: Why did you decide to stick with the standard black colour?
CL: We did a bunch of market research and results showed that most people associate high technology with dark colours. It was interesting to see that North American consumers prefer dark colours, whereas European consumers prefer lighter shades.
TS: So is this product mainly geared towards the North American consumer?
CL: No, not at all. We’re constantly creating demo products and trying new things for consumers worldwide. We’ve actually established design studios in California and Copenhagen, and we have international designers who can tap into what’s popular in the different markets.
TS: And finally, the price — does a sleeker model mean we have to shell out more hard-earned cash?
CL: Nope! The prices of our routers have stayed the same, and in some cases have gone down. They’re also easier to set up, so all in all, this is a better and more attractive product for the same price as before.
For more information on Linksys by Cisco routers, visit linksysbycisco.com
