wearable tech - trends for 2016

23
THE STATE OF WEARABLES Scott Eggertsen

Upload: scott-eggertsen

Post on 16-Apr-2017

9.088 views

Category:

Devices & Hardware


5 download

TRANSCRIPT

PowerPoint Presentation

THE STATE OF WEARABLESScott Eggertsen

1

WHY ARE YOU WEARING THAT?Its a complicated market.How can we learn from previous failures?How can marketers capitalise?

Im going to talk to you about Wearable tech its a big topic that Im going to cover in about 9 minutes.

Just starting with a few topics that Im going to cover:

It is a very complicated market, and it has really evolved from novelty accessories to products that have the potential to be integrated into our daily live. What can we learn from previous failures and look to the past for learnings. And finally from a marketing standpoint, what is needed in order to see successful returns in this emerging channel.

2

What is wearable tech

It is generally assumed to combine both something which is worn to element of technology.

Its a not a new topic, its been around and featured in films from Back to the Future.3

To Bond Youll see the uses that Bond makes use of with his watch from unzipping dresses, cutting rope and stealing spoons. 4

In 2019, 245 million wearable devices will be sold (CCS)The term fails to explain the complexity of the market

WHATS THE LATEST?

But forward, there are a number of stats floating around and most of it aligns with the growth of the internet of things and that is wearable's are set for massive growth. And anything which is going to see growth on that level of 245million, brands and marketers of course going to have a massive role to play, hopefully for good.

However, there is a level of complexity around the tech mainly owing to the up and downs its and in the past and the fact that it is so broad, covering so many facets.

5

TO THE ODD

FROM NOVELTY

With the Tweeting Bra a real concept from a couple of years. It did have an admirable goal of driving awareness to breast cancer but they dont have the mass market appeal.6

TO THE ODD

With the Tweeting Bra a real concept from a couple of years. It did have an admirable goal of driving awareness to breast cancer but they dont have the mass market appeal.7

TO THE ODD

TO PETS

With the Tweeting Bra a real concept from a couple of years. It did have an admirable goal of driving awareness to breast cancer but they dont have the mass market appeal.8

SO MUCH HYPE Yet to be deliveredWere still at the very early stages of developmentand adoption.Entry level prices remain high.

Theres a lot of hype yet to be truly delivered but were still in the early stages of adoption as the real big players have only entered the market and Ill come on to them shortly.

9

2014 THE YEAR OF THE WEARABLE

And there was no bigger hype that was undelivered then the mighty Google Glass.

On the surface an incredible piece of technology, a 5 megapixel camera capable of recording video at 720, the ability to integrate maps, voice control but so many faults but the main issue is that people didnt understand its use.

For those of you that were here last year we had demo set up for Google Glass and that involved creating an Origami Crane by following the steps on the Glass and that arguably highlights the main issue and that is that people didnt know what problem it solved.10

THE WORLD WASNT QUITE READYIt wasnt clear to the customer what problem it solved.The next cool thing is not enough to gain enough adoption.

or why they needed it. The next cool thing isnt always enough to gain adoption and top of that there were routine complaints about Google Glass wearers, including privacy concerns about secret video recordings.11

THE GENERIC PUBLIC WERENT ACCEPTING OF GLASSHOLES.

To the individuals themselves there were seen as techie hipsters, so much so that Google itself had to release a dos and donts for Glass wearers. 12

2015 THE YEAR OF THE WEARABLE

Shift to 2015 and the big players enter the market and the world really started to take notice, because you know when Apple get involved theyre going to destroy every small player in the market but here also comes the shift to the mass market.

13

OFFERING A BLEND OF FASHION AND TECHNOLOGY

People care about what they look like and it has become a blend of fashion and technology.

Offering something which arguably looks nice with the ability to offer contextual and valuable information to your wrist. 14

Fuel bands, health trackersResearchers estimate steep regression of fitness band market share

ADVANCEMENTS IN HEALTH AND FITNESS

Traditionally the sector which has had the most success in the market has been the tech geared at health and fitness. Examples include Fitbit, Jawbone.

Those that have the ability to track and record your workouts, heart rate, sleep, and other health data. Which can then be presented back to you in a way that can lead to self-improvement.

As they see their once-owned features now being fused together within Apples user-friendly interface, a more all encompassing offering.

15

THE YEAR OF THE WEARABLEAGAIN

Shift to 2016, what does the future hold?16

In what remains relatively untapped.Wearable adoption is greater than tablet adoption in its adolescence

Is the popularity set to grow exponentially?

Apple Watch in particular has been seen as a massive let down, they have released figures yet but Apple have stated the Apple have sold more units of the watch than the first editions of the iPad or even iPhone.

As estimated, there is likely going to be a tipping point which sees adoption grow and truly meet the mass market. 17

WHAT DOES THAT MEAN FOR BRANDS AND MARKETERS?

Its a job as marketers to help your consumers increase their strengths if we see it that way and shift their perceptions, because the potential for brands is great through an additional device.

That starts with providing an experience which is adding real value and thats achieved through.

18

Provide contextual information and location, location, location.Cater for multi device use

PROVIDE CONTEXT

Customisation

The ability to deliver targeted ads to customers based on contextual and their real-time location appears stronger than ever thanks to wearable tech. Marketers looking to leverage this channel need to capture customer attention at the right time with the right message at the right time, in the right format.

Methods such as geo-fencing and geo-targeting are not new concepts, but with wearables, they can be applied in much more effective ways.

Secondly the ability to offer an experience that compliments other devices but offers something more personal and contextual.

19

Beyond the marketing as interruption

PROVIDE UTILITY

The applications should be immediately useful for the consumer, and the hope is to create a long lasting link with the brand as a result.

The application or feature should be immediately useful for the consumer, and the hope is to create a long lasting link with the brand as a result.

And it is tricky but its about finding a topic that will add real value to the user and get one feature right.20

Glanceable content that allows users to get snapshots of infotainment

BE INFORMATIVE OR ENTERTAINING

If we cant provide utility, then theres always entertainment, and this must be glanceable information that can entertain users within a short time period.

The real opportunity with this one is VR and AR headsets but they are a few years off in terms of being made available to the wider public. 21

The consumer is in control.The minute their personal space has been threatened, theyre going to take off the device.The challenge is dealing with such a small screen.

DONT BE INTRUSIVE!

The key is to deliver relevant content in real timewithout intruding on your audiences everyday lives.

There is a further element with Wearables that must be considered and that is they are much more personal. By their very nature they are physically attached to the bodies so their guard is up. The minute they are threated, the more they will switch off.

Secondly, with such a small real estate on the screen, it requires advertisers to be more subtle in their approach and thats achieved through contextual information or brand partnerships.

22

The power of being at the forefrontA value-add experience is absolutely necessaryBe clever with your approachTAKEAWAYS

Point 1 You learn quicker and faster than your competitors to find what works. The early adopters of your tech will be the most powerful word of mouth prescribers to their friends and community.

Point 2 All information that we push to smaller wearable devices should be seen as recommendations rather than product pitches.

Point 3 There is going to be so much data out there around consumers through cross device targeting and especially the integration of apple pay, there so much information out there to be clever. 23