google glass: wearable technology accelerates transformation of your consumers into brand advocates
DESCRIPTION
Following my master's thesis about "HOW CAN THE SPECIFIC FEATURES OF WEARABLE TECHNOLOGIES ACCELERATE THE TRANSFORMATION OF THE CONSUMERS INTO ENTHUSIASTIC BRAND ADVOCATES?" in the sector of infotainment, fitness and wellness, I've decided to adapt this question to the Google Glass product. Legitimate brands should forecast the wearable technology market growth in their long-term business plan and use this major opportunity to benefit from this trend in terms of marketing. By the fact that the wearable technology is following wearers in their intimacy, the link between both could be stronger than for the other products but it also raises more ethical questions. How is the today wearable technology global market? What can brands learn from early case studies that hit the mainstream market? What is the strategy to be profitable when launching a wearable technology? And so, how can the specific features of wearable technologies accelerate the transformation of consumers into enthusiastic brand advocates? Find my master's thesis here: http://madeleinebouge.wordpress.com/TRANSCRIPT
WILL THE GOOGLE GLASS ACCELERATE THE
TRANSFORMATION OF CONSUMERS INTO
ENTHUSIASTIC BRAND AMBASSADORS?
Madeleine BOUGE, International Class
samedi 22 juin 13
AGENDA
IS GOOGLE GLASS THE NEXT BIG THING?
HOW IS THE WEARABLE TECHNOLOGY MARKET?
HOW CAN WEARABLE TECHNOLOGY ACCELERATE THE TRANSFORMATION OF CONSUMERS INTO ENTHUSIASTIC BRAND AMBASSADORS?
«WHAT IF WE BROUGHT TECHNOLOGY CLOSER TO OUR SENSES?»
WILL THE GOOGLE GLASS ACCELERATE THE TRANSFORMATION OF CONSUMERS INTO ENTHUSIASTIC BRAND AMBASSADORS?
samedi 22 juin 13
«ok glass»
IS GOOGLE GLASS THE NEXT BIG
THING?
samedi 22 juin 13
ok glass,how does it work
samedi 22 juin 13
2012#IfIHadGlass contest
8000Google Explorers
$1500
2000Received it today
Will be commercially available after 2014samedi 22 juin 13
Glass success will mainly depend on its apps ecosystem
Glass success will mainly depend on its apps ecosystem
samedi 22 juin 13
«ok glass»
HOW IS THE WEARABLE
TECHNOLOGY MARKET?
samedi 22 juin 13
ok glass,wearable technology
Products that must be worn on the user’s body for an extended period of time, significantly enhancing the user’s experience as a result of the product being worn. Furthermore, its must contain advanced circuitry, wireless connectivity and at least a minimal level of independent processing capability.
Wearable Technology – A Global Market Overview, IMS research
samedi 22 juin 13
ok glass,wearable technology market forecast
2016Exceed $6 billion 170 million wearable devices forecast to be shipped
According to forecast, Google may win the platforms war
Wearable Technology – A Global Market Overview, IMS researchWearable Computing, The Next Devices And Platforms That Matter To Your Product Strategy, Forrester Research
samedi 22 juin 13
Google Glass will be an $11 billion market by 2018
10 million Smart Glasses to ship from 2012 to 2016 (but only 1 million if the applications ecosystem doesn’t bloom)
samedi 22 juin 13
ok glass,wearable technology main added value
DATA“We record a change in the business model of a company: it isn’t anymore the company which pays to have the consumers data, but thanks to wearable technologies it is the consumers who are paying to give their personal and really intimate data!”
Chris McCarthy, Strategy Director at CLM BBDO.
samedi 22 juin 13
«ok glass»
HOW CAN WEARABLE TECHNOLOGY ACCELERATE THE TRANSFORMATION OF
CONSUMERS INTO ENTHUSIASTIC BRAND
AMBASSADORS?
samedi 22 juin 13
samedi 22 juin 13
«ok glass»
«WHAT IF WE BROUGHT
TECHNOLOGY CLOSER TO OUR
SENSES?»
Steve lee, Product Director Google Glass
samedi 22 juin 13
• Develop a strong apps ecosystem
• Privacy and data safety
• Price and cultural barriers
ok glass,challenges
samedi 22 juin 13
Introduce Google in the wearable technology market to strengthen Google ecosystem
ok glass,goal
samedi 22 juin 13
Be mainstream while creating a community
Keep as many as possible consumers within the Google ecosystem
Develop wearable technology and augmented reality expertise within Google
ok glass,objectives
samedi 22 juin 13
Technology savvy (developers, influencers, technology lovers)
Innovation lovers
Smartphone users
ok glass,targets
samedi 22 juin 13
Glass brings the technology closer to you in a «natural/intuitive» manner
Technology can fit to your needs and environment
Technology is easy not scary
ok glass,messages
samedi 22 juin 13
‣Support exclusive customers to ensure the best user’s experience as possible
‣Get the world’s attention (demand before supply) and integrate Glass to our environment
‣Get the support from opinion leaders or avant-gardistes influencers and record an organic growth
‣Get first feedback to have the best commercial version
‣Have the strongest ecosystem as possible to ensure success
ok glass,strategy
samedi 22 juin 13
"what we’re trying to do is expand the community that we have for Glass users. We want to learn from people how it’s going to fit into their lifestyle. It’s a very intimate device.
We’d like to better understand how other people are going to use it. We think they’ll have a great opportunity to influence and shape the opportunity of Glass by not only giving us feedback on the product, but by helping us develop social norms as well."
Steve Lee, Product Director Google Glass
ok glass,strategy
samedi 22 juin 13
Seldom use vs. historical
ok glass,changing behavior
US journalist Tim Pool in Istanbul streets (June, 11, 2013)
samedi 22 juin 13
• Not being intrusive with information (e.g. notifications)• Not monetizing the data collected from Glass, • Not gathering data of any kind for advertising purposes• Not charging fees or collecting payments for downloaded apps
Because only Google can!
Is the user experience protection at the expense of developers participation?
ok glass,Google’s rules
samedi 22 juin 13
«ok glass»
WILL THE GOOGLE GLASS ACCELERATE THE
TRANSFORMATION OF CONSUMERS INTO
ENTHUSIASTIC BRAND AMBASSADORS?
samedi 22 juin 13
• “I’m never going to live another day without a wearable computer on my face” Robert Scoble, Blogger
• «How it is going to change my life?» Jason Hiner, TechRepublic
• On the street: surprised, intrigued, jealous, amazed, annoyed, don’t care, not interested
ok glass,first explorers feedback
samedi 22 juin 13
Wearable is the future
But not good yet
And glasses technology wouldn’t be mainstream
“There’s nothing that’ll convince a kid that has never worn glasses or a band to wear one.”
ok glass,Tim Cook’s opinion
Tim Cook, May 2013, D11 symposium
samedi 22 juin 13
«Google Glass will literally make us all «made of glass», some of us sooner, and some of us later.»
Joseph Reynolds, ADAM Mobile Services
«It's an interesting approach on the next step of ubiquitous computing.»
Adrian Rodriguez, Specialist Innovation Development, adidas Group
ok glass,professional’s opinion
samedi 22 juin 13
Has to take into account feedbacks
privacy and surveillance should be ensured
price, developer interest and cultural barriers variables
How are the ads being integrated to the user experience?
ok glass,this is my opinion: Will Google Glass be a success?
samedi 22 juin 13
ok glass,this is my opinion: brand advocacy?
samedi 22 juin 13
ok glass,this is my opinion: brand advocacy?
« I started to get emotional about which one was more "me." It’s not like how you feel about a favorite pair of sunglasses, but it evokes a similar response. They’re supposed to feel like yours. [...]
Honestly, I started to like Glass a lot when I was wearing it. It wasn’t uncomfortable and it brought something new into view (both literally and figuratively) that has tremendous value and potential. I don’t think my face looks quite right without my glasses on, and I didn’t think it looked quite right while wearing Google Glass, but after a while it started to feel less and less not-right. And that’s something, right?»
Feedback of Joshua Topolsky on February 22, 2013
samedi 22 juin 13
ok glass,this is my opinion: brand advocacy?
samedi 22 juin 13
OK GLASS, THANK YOU
samedi 22 juin 13