2. What is Smart Eyewear?
Wearable Computer
Electronic technologies or computers that are incorporated into
items of clothing and accessories
Creates constant, convenient, seamless, portable, and mostly
hands-free access to electronics and computers
Smart Eyewear
Wearable Computer that is worn over the eyes
Usually perform tasks similar to a smartphone
3. Brief History of Smart Eyewear
1980s - Steve Mann built a backpack-mounted
computer with a camera viewfinder mounted to a
helmet in 1981.
1990s - Used in industrial and military applications
like US Army’s Land Warrior program - included a
heads-up display that offered maps, thermal vision,
improved targeting systems etc.
2012 - Google officially unveiled Project Glass with its “One Day”
video
Today
Goolge, Vuzix, Olympus and a few other technology companies are
developing or have already released smart eyewear
Still mainly used in the military and medical industries
4. Digital Marketing Potential
Most likely will influence the fields medicine, fitness, education,
transportation, photography, gaming, etc.
The goal of smart eyewear technology in these fields would be to
smoothly incorporate it into individuals’ daily lives to create an
augmented realty that enhances real world experiences
Huge potential impact on Digital Marketing
Triggered events based on looking at signs & logos
Pay-per-gaze advertisements
Social Media
5. Case 1: Google Glass
Come equipped with
HD display that is equivalent 25”
HDTV from eight feet away
5MP camera and video in 720p
Wi-Fi & Bluetooth enabled
Bone conduction transducer audio
Google Glass Explorer Program
Patent for “Pay-per-gaze” technology
Boost for Google+
6. Case 2:VUZIX M100 Smart Glasses
Come equipped with
Screen displays an image to one
eye equivalent to a 4-inch mobile
screen viewed at 14”
5MP camera and videos in 1080p
Links to Android enabled device
Claim to be the world’s first commercially available smart
glasses
Intended for enterprise, medical and commercial use
7. PotentialApplications
Office productivity
Photo, video and audio capabilities can be used to capture
important data and record memos
Troubleshooting
Augmented Console Gaming
Could be used as second screens to supplement gaming
Could be become part of the a game itself
8. Interview Results
Chad Miller – Technical Architect at AutoZone and a member of
the Google Glass Explorer Program
When asked about the program Chad responded:
“The beta program is referred to as Explorer for a reason. The
software development kit and platform stability still are not 100%.
My experience with the device itself has been great from a
hardware perspective, but the battery life is less than optimal and
the system can get very warm. The explorer program itself has
been a very supportive community, which allows for both beta-
users and Google employees to communicate with one another on
technical and usability issues.”
9. Interview Results
Chad Miller – Technical Architect at AutoZone and a member of
the Google Glass Explorer Program
How do does smart eyewear impact the marketing landscape?
Current impact is minimal, but this technology will present a lot
of opportunities for contextual/targeted advertising
There may be backlash from society once people are aware of the
amount of tracking and loss of privacy that is required for
contextual/targeted advertising to occur
10. Interview Results
What consumer segments and specific industries are impacted?
The younger generation sees this technology as fun. The older
generation sees it as a novelty
Just like smartphone apps, there will be apps for smart glasses for just
about anyone
How will the trend change in the future?
Depends heavily on advancements in the technology and user
acceptance
Heavy use in professional markets (i.e. mechanics and cable technicians)
How can businesses maintain a competitive advantage?
Pay close attention to Google Glass and how people use it
