Life at the touch of a button

Life at the touch of a button

First, the old news: we’re living in the digital age. No product is complete without a supporting app, our consumption habits have become increasingly digital, and seeing people on the street who aren’t totally immersed in their smartphones has become a rare sight indeed. Our phones are smarter, the screens are bigger, and there’s nothing remarkable about the words “smart home”. Shai Falay, Digital Assets Manager at Strauss Water, talks about the shift to life at the touch of a button.

Bill Gates once said that he would “choose a lazy person to do a hard job, because a lazy person will find an easy way to do it”. These words capture the essence of what is happening in the digital world we live in: everything has become faster, more immediate and easier.

Tech companies are competing over the right to make our lives easier, not to say lazier, so that we can do almost anything without having to even bother to move.

More and more people, including technophobes, are switching to shopping online, and according to all forecasts, in 2016 e-commerce will reach almost 2 trillion dollars (!), with half the amount being generated by mobile. If once the goal of e-commerce sites was to provide another sales channel and access to products from around the globe, today these sites are focusing on making the shopping experience accessible, fast, easy, and personalized.

More and more startups are launched every day, seeking to make our lives even simpler.

The point of no return  

On the eve of April 1st, 2015, Amazon launched a new product, Amazon Dash, which at the time indeed seemed like an April Fools’ Day prank. You’re about to run out of laundry detergent? The dog ate a little too much this week and you need more dog food? No problem. All you need to do is press the button – and the product’s on the way.



More and more people, including technophobes, are switching to shopping online, and according to all forecasts, in 2016 e-commerce will reach almost 2 trillion dollars


Even filling in a form or two and more than a single click have become just too much trouble.   Many eyebrows were raised and skepticism ran rife, but Amazon had in fact identified the need, or rather the appetite, for immediacy in the digital age. In America today you can order dozens of products by pressing the Amazon Dash button, from laundry detergent, dishwasher tablets or diapers through to chewing gum and razor blades.

Although Amazon Dash is not available in Israel, the local startup Kwik was quick to identify the Israeli consumer's "distress", and today, a pioneer group is already able to order a number of products by pressing a button, as forerunners such as Domino's Pizza and Huggies initiated a pilot among a limited number of customers who are already ordering pizza or diapers at the touch of a button.

Strauss Water too has identified people's need to order what they need the moment they realize they need it by pressing a button, and next month will be kicking off a pilot of its own so that customers with a Tami4 Bubble Bar can order CO2 canisters at a touch of a button, and even contact Customer Service by holding down the button for just a little longer.

How does it work?  

Actually, it's quite simple. The button connects to the home Wi-Fi network and a dedicated app is used to create a one-time definition of the regular order, payment and delivery details are entered… and that's it. The button is attached to the fridge by magnet (or to any other surface with a sticker). Simple, easy and quick. Life at the touch of a button, right?