According to thefreedictionary.com, “a cache< is a hidden storage space, usually for money, provisions or weapons. But nowadays caching means more especially since it became associated with life catching content. A new concept is now on the lips of communicators and trendsetters: “life caching<.
Everything started with the effectiveness of the “multimedia – web< combination, which today seems more efficient than the old-fashioned ATL (above the line) communication. Numerous studies have shown that ATL’s efficiency is uncertain and the greatness of the 30 second commercial TV/ radio has even been questioned. We all know that the commercial break is the ideal moment to change channels, go to the loo or have a kitchen break. People are using more and more several media at the same time: watching TV and browsing the web, while receiving a SMS advertisement or taking a photo with a camera phone.
Using the “multimedia – web< combination FoodPhones has developed diet services. They use “Life catching< content via multimedia and have even moved into “Life caching< on web. People can take pictures of everything they have eaten during the day with a camera phone, and then they send the pictures to their own Registered Dietician. Every week they will receive feedback from their dietician on their personalised web page who has analysed their nutritional habits and provides recommendations.
Nokia has also launched into the world of Life caching, through their recently created Life Blog. This software organises all messages, images, notes, videos and sound clips that consumers capture with their mobile phones. In other words, the Life Blog is a digital photo album created for multimedia user bloggers. Once a phone is connected to a PC, Life Blog will download all the content stored on the handset and populate chronologically a timeline with information.
What’s the next step in using the “multimedia – web< combination? Healthcare applications? Let’s take the example of treating people with epilepsy. The videos recorded by the patient’s relatives during an epilepstic seizure could be uploaded and cached on a web page. Afterwards the video content could be analysed by a healthcare specialist, who could send recommendations via e-mail or on a personalised page. All of this happens without the need of a face-to-face appointment with the patient.