NTT Communications makes scents, not sense

Publisher's Note:
 
Two exciting developments here at FierceMarkets:
 
(1) I'm pleased to introduce the newest member of our editorial team. Doug Mohney, former Editor in Chief of VON Magazine, has joined us as Editor in Chief of our "Telecom & Digital Media" publications, overseeing FierceVoIP, FierceIPTV, FierceTelecom, and affiliated Webinars and events. He will be a counter-part to Sue Marek, Editor in Chief of our Wireless group of publications. Doug brings more than 10 years of telecom journalism experience to the FierceMarkets team. He can be reached directly at doug@fiercemarkets.com or 202-628-8778 x 12.
 
(2) I am also excited to announce the launch of FierceOnlineVideo. This weekly publication will give you the inside scoop on the latest technologies and trends in the online video market.
 
To subscribe, just click here (one click sign up). You can check out the first issue at www.fierceonlinevideo.com.
 
- Jeff

This week NTT Communications introduced a service that stinks. Literally. The Japanese operator announced it will begin trialing its Mobile Fragrance Communication service, which ties together mobile multimedia content with specific scents emitted via dedicated devices. According to NTT, fragrance data is transferred from the handset's infrared port to an on-device cartridge containing essences or base fragrances, mixing and matching scents for emission in conjunction with audiovisual content playback. Mobile Fragrance Communication applications are slated to include ringtones, music and horoscopes--apps for the housing, automotive, consumer electronics and videogame verticals are also on deck.

Let me see if I have this right: An entire industry of deodorants, breath mints and air fresheners exists for the purpose of eradicating foul odors--now NTT expects subscribers to pay for the privilege of breathing them in? Really? Are consumers truly clamoring for ringtones that smell like Britney Spears?

Believe it or not, there are historical precedents for the Mobile Fragrance Communication service. As early as 1916, a Pennsylvania movie theater placed a ball of cotton wool soaked in rose oil in front of an electric fan while screening a newsreel spotlighting that year's Rose Bowl game, and in 1929, a New York City theater sprayed perfume from the ceiling during viewings of the early sound musical The Broadway Melody. Most infamously, the 1960 Mike Todd, Jr.-produced feature The Scent of Mystery introduced Smell-O-Vision, a technique that released dozens of different smells into the audience when triggered by cues on the film's soundtrack. The system fared poorly, the movie flopped and Todd lost his entire investment, exiting the motion picture business for good. A generation later, schlockmeister John Waters' 1981 suburbia satire Polyester paid homage to Smell-O-Vision via Odorama, which employed scratch-and-sniff cards distributed to viewers--when a number appeared on-screen, audience members were instructed to scratch the corresponding area on their cards, and soak in scents ranging from flowers to pizza to glue.

What's next? Maybe NTT will release an edible handset, or a fruit-flavored, lollipop-style device, or something else in equally, um, bad taste. Just because there are five senses to exploit doesn't mean technology should do so--audio and video are more than enough. Sometimes haptics can improve the gaming experience, but it has to end there. Smellphones are an idea whose time will never come. Even without an NTT handset in range, the whiff of desperation is pungent. - Jason