About a month ago Benedict Evans shared his ideas about where the Apple TV could go from a hardware standpoint:

“Now, consider a new ‘Apple TV’ that’s an HDMI dongle, powered by HDMI so you can just plug it in. … And to get the cost down, all it does is Airplay“

Fast forward to today where Google has announced Airplay 2.0 Chromecast:

“Google is making another foray into the living room with the Chromecast, a small $35 dongle that allows users to stream videos from a phone or tablet to their TV using Chrome.“

On the surface, it looks like Chromecast hits the mark:
– $35 price tag
– Plugs into HDMI
– Multiplatform (iOS, Android, Chrome browser)
– Quiet development with release shortly after announcement

But look closer, and some obvious pain points become clear:
– First and foremost, it needs to be plugged in via micro USB cable for power. This ups the complexity and ugliness while reducing the simplicity and portability.
– A router is required for use. Again this reduces the simplicity and portability. Setup remains a question that will have to be answered once it starts shipping.
– Requires third-party developer buy in to implement a new API via the also released Google Cast SDK
– The video stream appears to be an improvised use of a video chat (WebRTC) instead of Miracast, Wireless HDMI or DLNA.

This looks like a solid debut with plenty of excitement from the press. Even though it will launch with limited app support (Youtube & Netflix mostly) you have to start somewhere (Apple with iTunes, Roku with Netflix). I like the idea that once you send something to Chromecast, it takes over the stream leaving the device free to operate or continue browsing for the next video to play. The difficulty in improving a 2.0 product lies in partnerships though; getting developers to implement the API, and getting TV manufacturers to properly support next generation standards such as CEC and MHL, along with deploying WiFi Direct across many products.

My biggest fear for Google is that while they “nailed” the basics in 1.0, the visual of a dangling cord and power adapter the size of the device itself will make Chromecast to easily laugh off with a picture and the sarcastic phrase “Nailed It!”

Overall a big pivot in the livingroom strategy of Google that looks to be in the right direction. As is always the case though, time will tell if Chromecast will overcome the hurdles to success. Early praise and interest is easy for Google hardware, long-term success is more elusive.