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/

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