Innovation Case: Google

Google launches Paper Phone

As part of its Digital Wellbeing Experiments, Google released Paper Phone this month. When users download the relevant app on Android they can select information and content they’d like access to offline, ranging from screenshots to contacts, maps, Sudoku games and more. Users can then print out this content, fold it into a small rectangle, and carry it with them, thus creating a Paper Phone ‘that does most things your real phone can do, but doesn’t distract you so much’. Users are encouraged to try carrying their Paper Phone, rather than their real phone, for one day. With Digital Wellbeing Experiments, Google is aiming to create healthier relationships between consumers and their technology.

Very droll, Google! Here are two takeaways (no need to print them):

Unplugged. Yes, Paper Phone is inherently ridiculous. But behind the deadpan joke there’s a serious point: you won’t die if you spend a day (okay, can you do an hour?) without your phone. Given the spotlight that’s been thrown on screen addiction recently, it’s a timely point. In our recent report on the Future of Wellbeing, we looked at how consumers will look to all kinds of brands to help them alleviate the unique stresses of 21st-century living — check out THE BURNOUT in that report for more. Ask yourself: what new tool, platform, or message can we share that will help?

Mirror, mirror. It’s noteworthy that a tech company, which makes phones, is acknowledging that unhappiness and stress can be linked to phones. But Google isn’t the only company taking a look in the mirror. Apple also addressed screen time in a more…dare we say, practical way with its screen time notifications. Dutch airline KLM acknowledged how the airline industry is contributing to climate change with its Fly Responsibly campaign. Can you acknowledge how your brand or industry is contributing to a serious, shared issue — and take action to improve matters? It’s the right thing to do, and you’ll win kudos along the way.