Google Glass: Wearable technology accelerates transformation of your consumers into brand advocates
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Google Glass: Wearable technology accelerates transformation of your consumers into brand advocates

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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......

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/

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  • 1. WILL THE GOOGLE GLASS ACCELERATE THE TRANSFORMATION OF CONSUMERS INTO ENTHUSIASTIC BRAND AMBASSADORS? Madeleine BOUGE, International Class samedi 22 juin 13
  • 2. 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
  • 3. IS GOOGLE GLASS THE NEXT BIG THING? «ok glass» samedi 22 juin 13
  • 4. ok glass, samedi 22 juin 13 how does it work
  • 5. 2012 #IfIHadGlass contest 8000 Google Explorers $1500 2000 Received it today Will be commercially available after 2014 samedi 22 juin 13
  • 6. Glass success will mainly depend on its apps ecosystem Glass success will mainly depend on its apps ecosystem samedi 22 juin 13
  • 7. HOW IS THE WEARABLE TECHNOLOGY MARKET? «ok glass» samedi 22 juin 13
  • 8. 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
  • 9. ok glass, wearable technology market forecast 2016 Exceed $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 research Wearable Computing, The Next Devices And Platforms That Matter To Your Product Strategy, Forrester Research samedi 22 juin 13
  • 10. 10 million Smart Glasses to ship from 2012 to 2016 (but only 1 million if the applications ecosystem doesn’t bloom) Google Glass will be an $11 billion market by 2018 samedi 22 juin 13
  • 11. 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
  • 12. HOW CAN WEARABLE TECHNOLOGY ACCELERATE THE TRANSFORMATION OF CONSUMERS INTO ENTHUSIASTIC BRAND AMBASSADORS? «ok glass» samedi 22 juin 13
  • 13. samedi 22 juin 13
  • 14. «WHAT IF WE BROUGHT TECHNOLOGY CLOSER TO OUR SENSES?» «ok glass» Steve lee, Product Director Google Glass samedi 22 juin 13
  • 15. ok glass, challenges • • Privacy and data safety • samedi 22 juin 13 Develop a strong apps ecosystem Price and cultural barriers
  • 16. ok glass, goal Introduce Google in the wearable technology market to strengthen Google ecosystem samedi 22 juin 13
  • 17. ok glass, objectives 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 samedi 22 juin 13
  • 18. ok glass, targets Technology savvy (developers, influencers, technology lovers) Innovation lovers Smartphone users samedi 22 juin 13
  • 19. ok glass, messages 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 samedi 22 juin 13
  • 20. ok glass, strategy ‣ 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 samedi 22 juin 13
  • 21. ok glass, strategy "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 samedi 22 juin 13
  • 22. ok glass, changing behavior Seldom use vs. historical US journalist Tim Pool in Istanbul streets (June, 11, 2013) samedi 22 juin 13
  • 23. ok glass, Google’s rules • • • • 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? samedi 22 juin 13
  • 24. WILL THE GOOGLE GLASS ACCELERATE THE TRANSFORMATION OF CONSUMERS INTO ENTHUSIASTIC BRAND AMBASSADORS? «ok glass» samedi 22 juin 13
  • 25. ok glass, first explorers feedback • • «How it is going to change my life?» Jason Hiner, TechRepublic • samedi 22 juin 13 “I’m never going to live another day without a wearable computer on my face” Robert Scoble, Blogger On the street: surprised, intrigued, jealous, amazed, annoyed, don’t care, not interested
  • 26. ok glass, Tim Cook’s opinion 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.” Tim Cook, May 2013, D11 symposium samedi 22 juin 13
  • 27. ok glass, professional’s opinion «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 samedi 22 juin 13
  • 28. ok glass, this is my opinion: Will Google Glass be a success? 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? samedi 22 juin 13
  • 29. ok glass, samedi 22 juin 13 this is my opinion: brand advocacy?
  • 30. 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
  • 31. ok glass, samedi 22 juin 13 this is my opinion: brand advocacy?
  • 32. OK GLASS, THANK YOU samedi 22 juin 13