ROK CRITICS

There is a time and place for most human activity. But one activity seems to be losing both its time and place: daydreaming. The disappearing art of enjoying a moment of peace and quiet has evaporated in a boiled-over cauldron of tiny technology that pounds music into our heads with a volume and clarity so addictive that we have given up reflection in favor of good vibrations.

There is also a time and place for new technology. And it appears that making time-to-market one's top priority is not always the best strategy. The folks at Motorola and Apple may have picked the right place but the wrong time to introduce their iPod ROKR mobile handset.

It seemed like the right time. After all, since the Walkman first turned a walk in the park into a “Walk on the Wild Side,” people have sought smaller, better ways of taking their music with them wherever they went. The time also seemed particularly ripe because in parallel, people also were seeking smaller, better ways to talk wherever they went and take pictures wherever they went and to send text messages wherever they went. As hips and pockets bulged with lumpy gadgets, the time also seemed perfect to combine all those functions into a single device.

But based on the early reaction to the ROKR phone, perhaps the design engineers should have taken the plugs out of their ears and shut off their Visa Roster and Ladytron (music for geeks) when designing the new phone. In other words, they should have left a little time for daydreaming and dreamed up a better design.

Critics say the phone's design is uninspired. It has limited storage, no over-the-air downloading capability and is based on an old platform. Motorola and Apple may also have been shortsighted in their branding. Calling the device a ROKR assumes that all potential users are rock ‘n’ roll fans. Perhaps they should have had several designs to attract users from other musical categories. In addition to the ROKR, they could also have launched a JAZZ and a BLUZ or maybe even a HPHP (hip-hop) or GSPL phone. Hallelujah.

There was no real rush to get to market. It's not like there will ever come a day, as Don McLean sang, that the music dies — unless we all die with it.

Cingular, on the other hand, won't really take a hit for joining in the launch of this new gadget. People aren't going to spend $250 for a phone and throw it away because their iTunes are out of tune. They'll still talk and talk. They'll do anything not to have to endure the peace and quiet.