April 1, 2016 Last Updated 12:30 pm

Time Inc. UK’s Innovation Lab launches smart tech website, Live-Smart

London, UK – April 1, 2016 — Time Inc. UK’s Innovation Lab has today launched Live-Smart, the UK’s first lifestyle site dedicated to smart tech. Aiming to demystify smart tech and bring to life its benefits, the launch follows YouGov research identifying that while 84% of UK adults have heard of smart technology, 39% don’t understand what it is. The site launched with an April Fools video filmed in association with launch partner AO.com.

Live-Smart will occupy a gap in the market for a dedicated smart tech site that targets not only those who already have an interest in this technology, but the large audience of consumers who do not understand it. Tech jargon is replaced with straightforward product descriptions, with real life situations used to demonstrate how it can benefit users’ lives. Aiding consumers in confidently making purchase decisions, the best products in the market are championed, along with easy to understand information about how to get started.

Keith Walker, digital director, Time Inc. UK’s Innovation Group, says: “The smart tech industry is in rapid growth and our mission is to own this space in the media. Live-Smart is the result of our agile product development strategy that uses insight to identify opportunities and quick testing in the real world to gain key learnings. We know that a large proportion of the UK adult population do not understand what smart tech is and Live-Smart provides a solution to this.”

Experienced tech editor and publisher Nick Merritt will be heading up the site as editor.

Nick adds: “Experts are forecasting an explosion in consumer spend on smart tech so we are tapping into this market. Live-Smart approaches smart tech from a lifestyle perspective with a focus on how it can improve people’s lives and ease the pain points of everyday life. Our agenda is to create content that is accessible to everyone smart tech could benefit, not just tech aficionados, so the content is very personable.”

The site opens up new opportunities for commercial partners through native editorial and video, as well as category sponsorship.

Live-Smart went live with an April Fools video featuring fashion and tech experts talking on the benefits of Y-Fi pants, a spoof product. During the 6 hour campaign the video was watched by over 105,000 people.

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