Our April Roller Round-Up 2018

April has been a busy month in the digital world. From the new GDPR law forcing businesses and companies to update their terms and conditions, to this year’s London Marathon being the hottest on record, our latest round-up features some our favourite news highlights that have happened throughout the month.

To read our latest Round-Up, on Aprils digital news, click the link below:

Roller Round Up April 2018

This months category highlights:

Social Media

‘WhatsApp raises minimum age to 16 in Europe ahead of GDPR’

WhatsApp are set to raise the minimum age from 13 to 16 in Europe in order to comply with the new data privacy protection rules. European users will be asked to confirm they are at least 16 years of age as well as being prompted to agree with new terms and conditions and a privacy policy. This move to increase the age is in line with the new European General Data Protection Regulation (GDPR) which comes into force on 25th May. The app, which is owned by Facebook, currently does not ask users for their age when they join, nor does it cross reference to Instagram and Facebook accounts to check. As stated in the 2017 Media Regulator Ofcom report, about one third of all UK-based 12 to 15 year olds active on social media are using Whatsapp, making it the fifth most popular social network after Facebook, Snapchat, Instagram and Youtube, so this move of increasing the age limit will lock out all of these younger users. The new GDPR rule is the biggest overhaul since the birth of the internet back in 1983. Although the new law is being put in place to protect EU citizens from their data being used irresponsibly and puts them in charge of what information can be shared, where and how it’s shared, for platforms like WhatsApp, this will undoubtedly have a knock on effect on their user numbers.

Brand Activation and Pop-Ups

‘Snapchat launches Spectacles V2; camera classes you can actually wear’

During April, Snapchat launched their new camera glasses, ones that you can actually use and wear; Spectacles V2. Although the release of the first model back in 2016 was to get people comfortable with the idea of a wearable camera and being filmed, by what is essentially a face computer, the idea didn't really take off, with Snapchat making a $40 million loss in the process. Snapchat, however, are hoping the release of this new generation of high-tech specs will grab people’s attention in a more positive way. Along with removing the yellow ring from around the camera, the glasses can also take photos (not just videos), are water-resistant, available with prescription lenses and different coloured frames and are overall more stylish. However, little changes to the design, such as removing the yellow ring from around the camera in an effort to make the frame-mounted electronics stand out less, drawing the focus away from this could leave consumers unnerved with wearing them around other people. Although, the the circle of white lights that indicate when you are recording might give the game away! Despite the Spectacles V2 being more stylish, whether or not the purchase and use of the product will become a one hit wonder or a tech product here to stay, we’ll have to wait and see.

Technology

‘Amazon’s Alexa can now be updated to encourage kids to say ‘Please’ and ‘Thank you’

Since the release of the Amazon Echo in 2014 and the Amazon Dot during 2016, the use of home assistances has taken off; becoming an imperative part of daily life in a number of homes. The integral voice inside of all Amazon devices, known as Alexa, allows consumers to address the device directly, from asking what the weather is going to be, to playing songs and asking to set reminders. The most recent update to the virtual home devices can now offer positive feedback to children who speak politely. Due to the mere nature of these digital and virtual assistances, there have been concerns raised by some parents that the use of these products encourages children to express themselves in a rude and impolite way. Research has shown that the continual use of these products are teaching children to become more demanding and with continued use of gadgets that respond to verbal commands, we may see these forms of communication being translated in real-life interactions. The new ‘Magic Word’ feature can be enabled via parental controls, to offer positive reinforcement to children when they use the word ‘please’. Along with this, when asked a question with polite cues, Alexa will respond with the phrases such as ‘thanks for asking nicely’. Similarly, Alexa will respond with ‘no worries’ and ‘you’re welcome’ when thanked for answering a question. As interaction with electrical devices becomes increasingly ingrained into the ways in which we live, this new update may prove to be highly beneficial for the development of children due to be constantly surrounded by such technology.

Campaigns

‘Ikea encourage shoppers to be a ‘Maverick with Fabric’ in new TV ad’

Ikea is known for its creative and quirky TV adverts, and this new release was no different. The new digital marketing campaign was released to encourage customers to express their own personality and style through their home interiors using Ikea textiles. The campaign plays on the notion that whilst most homes look the same, there is still aspiration to express our own individuality through home interiors and become a ‘maverick with fabric’. The advert, which is set in a plain and somewhat boring semi-detached house, sees a gang of brightly coloured ghosts, created using Ikea fabrics, gatecrash a dull and monotonous party hosted by ghosts made from white sheets. The arrival of the multicoloured newcomers amongst the sea of white sheets sees the party transformed from a ‘snooze-fest’ to a ‘fiesta of fun’, demonstrating to the consumer that if you dare to think outside of the box, home interiors can be a lot more interesting. The advert comes to a close when the home owners return and the quick thinking multicoloured ghosts transform into an array of Ikea home furnishings, leaving the once dull and tedious home filled with items that reflect the personality of the home owners.

Statistics and Surveys

‘Scientists accidentally create mutant enzyme that eats plastic bottles’

Plastic waste pollution is a hot topic when it comes to the news, hitting the digital headlines more frequently than we have seen before. With the increase in plastic pollution, especially in oceans, we have found ourselves in a global plastic pollution crisis. However, this month, scientists accidentally created a mutant enzyme that eats plastic bottles. This accidental breakthrough could help solve the plastic pollution crisis by enabling plastic bottles to be fully recycled for the first time. The research was first prompted by the discovery of a bacterium that had naturally evolved to eat plastic at a waste dump in Japan during 2016. Presently, this enzyme takes a few days to break down the plastic which is a lot faster than it takes in the ocean. However, scientists working with the enzyme are highly optimistic that the process can be sped up even further so that it can be viable to be used in a large scale process. Although we currently recycle plastic bottles, these can only be turned into opaque fibres for carpets and clothing. This new plastic eating enzyme has revealed a way of recycling clear plastic bottles back into clear plastic bottles, and hence reducing the need to produce brand new plastic. Whether or not this will help solve the global plastic pollution crisis long term; we’ll have to wait and see.

Thanks for reading this month’s Roller Round-Up. Catch up with us next month for more recaps and headlines on the world of digital technologies!

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Posted from my blog with SteemPress : http://rolleragency.co.uk/blog/april-roller-round-2018/

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