Certain technologies have an enduring appeal, and T9 text input, reminiscent of the classic Nokia phones of the 1990s, is one such example. Direction 9, a budding startup, is keen on reviving T9 for modern televisions, allowing users to input text using their remote’s directional pad. This concept was showcased at CES, but its potential success in the market seems doubtful.
Leon Chang, the founder of Direction 9, points out the challenges of text entry on televisions. The need to constantly shift focus between a close phone and a distant TV screen, he argues, hinders efficient typing. The company has developed a prototype for an Android set-top box and aims to license this technology to major players in the TV and streaming industry, such as Roku, Netflix, Apple, or Samsung.
Initially, I snapped a photo of their booth at CES to share with my TechCrunch colleagues, humorously noting T9’s comeback. However, I wondered if there was more to this technology than meets the eye. Unfortunately, the founder’s arguments didn’t convincingly justify the need for their innovation.
Chang asserts that their technology simplifies search and input tasks, claiming it to be the fastest and easiest method available with no real competition. He emphasizes the complete package they offer, including APIs and source code for user interface and machine learning.
However, there are indeed more convenient alternatives already in use. Many streaming services now employ methods like logging in via a laptop and entering a code on the TV, using QR codes, or other quick login mechanisms. Apple devices allow password entry via the phone’s keyboard, and voice commands are becoming an increasingly popular search method on modern set-top boxes.
Moreover, implementing T9 on a set-top box is hardly a complex task for any competent engineer; it’s neither a novel nor a highly technical challenge. It seems improbable that industry giants like Apple or Samsung would seek to license this technology, particularly at the cost proposed by Direction 9.
Chang mentions a flexible pricing model for their business, ranging from $3 to $0.50 per remote. However, in a market where a Roku Express is priced below $40 and the production cost of a remote is likely under $5, it’s hard to imagine manufacturers willing to increase their costs by 20-50% just to incorporate this text input feature.