ITGM 709 Project 2 Wearable Analysis
This document discusses the development of a new wearable device that aims to address shortcomings of current offerings. It outlines functions like mobile authentication, phone/SMS capabilities, exercise tracking and more. Market research shows existing products are limited or unstylish. The proposed device would be a fashionable, multifunctional smartphone replacement. It would come in luxury, sport and lifestyle versions priced $350, $150 and $200 respectively. The target market is individuals focused on health, work facilitation and fashion ages 21-100 making over $40k. A marketing plan and video are proposed to showcase the device's capabilities and position it as enabling confidence, control and convenience through a user's daily routine, work and entertainment.
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ITGM 709 Project 2 Wearable Analysis
- 1. ITGM 709: Project 2 Bryan Yeh Nathan Nash Omar Mendez
- 3. Shortcomings of Current Wearables 1 2 3 limited and imrapctical functions not a replacement for smart phones, just an extension Hi-tech looking, unstylish
- 4. Our Product multifunctional / practical for everyday tasks independent eco-system, smartphone replacement fashionable,inspired by hand-crafted pieces and fine jewelery 1 2 3
- 5. Nike Fuel Band $169 Fit Bit - Flex $99.95 Galaxy Wear $199 Motorola 360 $249
- 6. Market Positioning Multifunctional Single Function Fitbit Motorola 360 Our Product Fuel Band Galaxy Wear $50 $350 Fitbit Galaxy Wear
- 7. Functions • Mobile authentication device (Identification. access and payment) • mobile phone/SMS • Smart home • Agenda • Navigation • Music Player • Media storage • Exercice functionalities • Biometrics (Health) • Third party applications (dedicated app market) • and more..
- 8. Potential Partners Communication Payment Multimedia Tech Security Smart Home Car Industry
- 9. Luxury Version $350 Sport Version $150 Lifestyle Version $200
- 10. Target Market Ages: 21-100 Income: 40k up Individuals focused on: • Smart living • Work facilitation • Health • Smartphone alternatives • Fashion 1 2 3
- 11. Persona 33 years old / Male “When a man walks into a room, he brings his whole life with him. He has a million reasons for being anywhere. Just ask him.” 1 manager / senior level status Ambitious and self-driven 75k /year Loves tennis and travel, reads Bloomberg 2 3 4 5 Blake Thompson
- 12. Story within the context of a commercial. Emphasizing the functionality and fascination of the Device. Story told in third person Slice of life (told via flashbacks) Focusing on goals without distractions 1 2 3 Our Video Focused campaign for the Lifestyle version Story within the context of a commercial. Emphasizing the
- 13. The Plot: A day in the life of one of our users, from beginning to end driven by our product: Routine Work Entertainment 1 2 3 Mobile authentication device Exercice functionalities Biometrics (Health) SMS Agenda File Storage Mobile Phone Media Storage VFX display Coference Solution Hometheatre controller
- 14. Emotions Evoked Confidence In controlEasiness Convinience Excitement Sound Routine 1 2 3 Work Subject and environment Lively music Entertainment High-energy music Use different pairing sound to evoke emotions, letting audience feel the confidence and convinience and stay in excitment
- 16. Collateral Materials Website listing all functionalities + styles1 Full Page ad for luxurious magazine App store landing page Physical sample of the luxury version 2 3 4