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CUSTOMER ENGAGEMENT WORLD 2014 
EQUIPPING 
ENGAGEMENT 
WITH 
WEARABLE TECH 
@TheMattDoh
MODIFY 
CONSUMER 
BEHAVIOR
WEARABLE TECH 
TODAY
WEARABLE DEVICE SALES 
WORLDWIDE, BY SEGMENT, IN 2018 
BILLIONS OF DOLLARS 
IT’S 
GROWING… 
$7.6 
$22.1 
$35.8 
eMarketer,...
FITNESS VERSUS LIFESTYLE 
CATEGORY PRICE POINTS, 2014 
IN U.S. DOLLARS 
*TechCrunch, SEPT. 2014: “THE GOLD APPLE WATCH COU...
WELL, 
LET’S 
HOPE SO
BUT IT’S 
TRICKY 
DRAWBACKS: PERCENTAGE OF 
CONSUMERS WHO SAY 
WEARABLES WILL… 
…MAKE US VULNERABLE TO SECURITY BREACHES 8...
WE HAVE TO 
GO BACK
WHO WORE IT 
FIRST?
WHO BODY 
WORE IT 
ARMOR 
FIRST?
INCREASED 
STRENGTHS
THE 
WATCH
SHIFTED 
PERCEPTION
EYE-GLASSES
ADDED 
ABILITIES
ASSIST WEARABLES 
BY MODIFYING 
CONSUMER BEHAVIORS 
INCREASE CONSUMER STRENGTHS 
SHIFT THEIR PERCEPTION 
ADD NEW ABILITIES
WHERE CAN 
BRANDS PLAY?
TODAY’S 
WEARABLE TECH 
ECOSYSTEM
PERSONAL 
FACTORS
BLOOD PRESSURE 
BODY ENERGY EXERTED 
BODY TEMPERATURE 
FACIAL FEATURES 
HEART RATE 
MUSCULATURE 
PRESSURE/FORCE 
SIGHT 
SK...
ENVIRON-MENTAL 
FACTORS
ENVIRONMENTAL 
FACTORS 
FACIAL RECOGNITION 
GRAVITY/INERTIA 
LIGHT 
MOTION 
OPTICS 
RFID 
SCENT (CHEMICALS) 
SOUND 
TEMPER...
LOCATION 
FACTORS
LOCATION 
FACTORS 
COMMERCE 
DISTANCE 
GEO-LOCATION 
PROXIMITY-TARGETING 
TIME
AUXILIARY 
FACTORS
AUXILIARY 
FACTORS 
BLUETOOTH 
CELLULAR NETWORKS 
GPS 
WI-FI
THE 
CONSTANT 
MOBILE DEVICES & CONNECTED WATCHES
THE CONSTANT: 
MOBILE DEVICES & 
CONNECTED WATCHES 
UNIVERSAL UTILITY THAT WORKS 
ACROSS ALL IDENTIFIED FACTORS AND 
INTER...
THE 
SWEET 
SPOT
WHERE 
BRANDS 
CAN PLAY
WHERE BRANDS 
CAN PLAY 
IDENTIFY A CONSUMER BEHAVIOR YOU WANT TO MODIFY 
FIND A WEARABLE ALREADY DOING SO 
PARTNER TOGETHE...
WEARABLE TECH 
BRAND 
ECOSYSTEM 
THE CONSTANT: MOBILE DEVICES & CONNECTED WATCHES 
BRAND 
OPPORTUNITIES 
FACTORS TO CONSID...
WHAT CAN 
BRANDS DO?
PHASE AN 
APP 
UPDATE
PRODUCE A 
DATA LEVERAGED 
PLATFORM
CO-MARKET 
WITH WEARABLE$$$
TAP INTO 
OPEN APIs
WatchKit
HOW ABOUT 
WEARABLE ADS?!
ABSOLUTELY 
NOT.
SIMPLY, 
REPURPOSE
HOW TO 
EQUIP YOUR BRAND
STAY 
CONSUMER 
CENTRIC
WEARABLE TECH 
IS THE CLOSEST 
YOU CAN GET
SO DON’T 
BECOME 
INTRUSIVE
IN THE END, 
MODIFY 
CONSUMER 
BEHAVIOR
CUSTOMER ENGAGEMENT WORLD 2014 
THANKS 
@TheMattDoh
Equipping Engagement with Wearable Tech at Customer Engagement World 2014
Equipping Engagement with Wearable Tech at Customer Engagement World 2014
Equipping Engagement with Wearable Tech at Customer Engagement World 2014
Equipping Engagement with Wearable Tech at Customer Engagement World 2014
Equipping Engagement with Wearable Tech at Customer Engagement World 2014
Equipping Engagement with Wearable Tech at Customer Engagement World 2014
Equipping Engagement with Wearable Tech at Customer Engagement World 2014
Equipping Engagement with Wearable Tech at Customer Engagement World 2014
Equipping Engagement with Wearable Tech at Customer Engagement World 2014
Equipping Engagement with Wearable Tech at Customer Engagement World 2014
Equipping Engagement with Wearable Tech at Customer Engagement World 2014
Equipping Engagement with Wearable Tech at Customer Engagement World 2014
Equipping Engagement with Wearable Tech at Customer Engagement World 2014
Equipping Engagement with Wearable Tech at Customer Engagement World 2014
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Equipping Engagement with Wearable Tech at Customer Engagement World 2014

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Matt Doherty, Associate Director of Global Digital Creative Development at Ogilvy & Mather, presented Equipping Engagement with Wearable Tech at the Customer Engagement World 2014 conference in New York. As wearable tech continues to gain popularity with consumers, brands and their agencies are tasked to determine what this technology will mean for them. The good thing is brands of all types don't have to start the R+D process from scratch. There are all sorts of areas for brands to be a part of in the wearable tech ecosystem. We'll define the ecosystem, consumer experience factors, and uncover wearable tech opportunities you can take back to your brand.

Equipping Engagement with Wearable Tech at Customer Engagement World 2014

  1. CUSTOMER ENGAGEMENT WORLD 2014 EQUIPPING ENGAGEMENT WITH WEARABLE TECH @TheMattDoh
  2. MODIFY CONSUMER BEHAVIOR
  3. WEARABLE TECH TODAY
  4. WEARABLE DEVICE SALES WORLDWIDE, BY SEGMENT, IN 2018 BILLIONS OF DOLLARS IT’S GROWING… $7.6 $22.1 $35.8 eMarketer, SEPT 2014: “WEARABLE TECHNOLOGY: A MULTI-DISCIPLINARY ANALYSIS” $1.9 ENTERPRISE $5.0 HEALTHCARE FITNESS COMPONENTS LIFESTYLE
  5. FITNESS VERSUS LIFESTYLE CATEGORY PRICE POINTS, 2014 IN U.S. DOLLARS *TechCrunch, SEPT. 2014: “THE GOLD APPLE WATCH COULD COST AS MUCH AS $1,200” $59.95 FITNESS VS $1,200* LIFESTYLE BUT IS EVERYONE GOING TO WEAR IT?
  6. WELL, LET’S HOPE SO
  7. BUT IT’S TRICKY DRAWBACKS: PERCENTAGE OF CONSUMERS WHO SAY WEARABLES WILL… …MAKE US VULNERABLE TO SECURITY BREACHES 86% …INVADE MY PRIVACY 82% …HURT OUR ABILITY TO RELATE TO OTHER HUMANS 72% …MAKE ME TOO DEPENDENT ON TECHNOLOGY 68% …LEAD US ALL TO OWN AND USE TOO MANY DEVICES 65% …TAKE AWAY MY AUTONOMY AT WORK 54% …TURN US INTO ROBOTS 52% …MAKE MY JOB UNNECESSARY/REDUNDANT 47% …MAKE EVERYONE LOOK RIDICULOUS 37% PwC, OCT 2014: “CONSUMER INTELLIGENCE SERIES: THE WEARABLE FUTURE”
  8. WE HAVE TO GO BACK
  9. WHO WORE IT FIRST?
  10. WHO BODY WORE IT ARMOR FIRST?
  11. INCREASED STRENGTHS
  12. THE WATCH
  13. SHIFTED PERCEPTION
  14. EYE-GLASSES
  15. ADDED ABILITIES
  16. ASSIST WEARABLES BY MODIFYING CONSUMER BEHAVIORS INCREASE CONSUMER STRENGTHS SHIFT THEIR PERCEPTION ADD NEW ABILITIES
  17. WHERE CAN BRANDS PLAY?
  18. TODAY’S WEARABLE TECH ECOSYSTEM
  19. PERSONAL FACTORS
  20. BLOOD PRESSURE BODY ENERGY EXERTED BODY TEMPERATURE FACIAL FEATURES HEART RATE MUSCULATURE PRESSURE/FORCE SIGHT SKIN COLORATION TOUCH VOCALS WEIGHT PERSONAL FACTORS
  21. ENVIRON-MENTAL FACTORS
  22. ENVIRONMENTAL FACTORS FACIAL RECOGNITION GRAVITY/INERTIA LIGHT MOTION OPTICS RFID SCENT (CHEMICALS) SOUND TEMPERATURE WEATHER
  23. LOCATION FACTORS
  24. LOCATION FACTORS COMMERCE DISTANCE GEO-LOCATION PROXIMITY-TARGETING TIME
  25. AUXILIARY FACTORS
  26. AUXILIARY FACTORS BLUETOOTH CELLULAR NETWORKS GPS WI-FI
  27. THE CONSTANT MOBILE DEVICES & CONNECTED WATCHES
  28. THE CONSTANT: MOBILE DEVICES & CONNECTED WATCHES UNIVERSAL UTILITY THAT WORKS ACROSS ALL IDENTIFIED FACTORS AND INTERCONNECTS WEARERS WITH THE TECHNOLOGIES THEY EQUIP
  29. THE SWEET SPOT
  30. WHERE BRANDS CAN PLAY
  31. WHERE BRANDS CAN PLAY IDENTIFY A CONSUMER BEHAVIOR YOU WANT TO MODIFY FIND A WEARABLE ALREADY DOING SO PARTNER TOGETHER TO CREATE A NEW OPPORTUNITY
  32. WEARABLE TECH BRAND ECOSYSTEM THE CONSTANT: MOBILE DEVICES & CONNECTED WATCHES BRAND OPPORTUNITIES FACTORS TO CONSIDER AUXILIARY LOCATION ENVIRONMENTAL PERSONAL
  33. WHAT CAN BRANDS DO?
  34. PHASE AN APP UPDATE
  35. PRODUCE A DATA LEVERAGED PLATFORM
  36. CO-MARKET WITH WEARABLE$$$
  37. TAP INTO OPEN APIs
  38. WatchKit
  39. HOW ABOUT WEARABLE ADS?!
  40. ABSOLUTELY NOT.
  41. SIMPLY, REPURPOSE
  42. HOW TO EQUIP YOUR BRAND
  43. STAY CONSUMER CENTRIC
  44. WEARABLE TECH IS THE CLOSEST YOU CAN GET
  45. SO DON’T BECOME INTRUSIVE
  46. IN THE END, MODIFY CONSUMER BEHAVIOR
  47. CUSTOMER ENGAGEMENT WORLD 2014 THANKS @TheMattDoh

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