#wfweek

A walk through the wearables wardrobe and which items might be meaningful for your business

If you are at all like me you'll be a bit confused, definitely excited, and possibly somewhat overwhelmed…Yes, the emerging world of wearable technology is a minefield of ‘ifs’, ‘buts’ and ‘maybes’ making it hard to really know what's going on and whether we should stop and take notice. 

So, to bring things down to earth and away from Star Trek Enterprise comparisons let's take a closer look at the overall market of wearable technology, it's forecast growth and adoption, as well as a look into some pretty cool use cases by industry sector. Whilst I can only speak for myself I have to say researching this blog has really opened my eyes.  Looking at some facts and figures;

The first notable thing is the recent IDG downgrading of the tablet shipments forecast for 2013 to 227.4 million tablets shipped worldwide in 2013, down 2 million from 229.3 million, due in part to wearable technology, with a market worth forecast to hit nearly $6 billion over the next few years - so isn’t it time to at least sit up and listen?  

The notably compelling technology trend presentation by Mary Meeker siting the huge developments around wearables, in particular the healthcare sector, and the associated business implications. 

Internet Trends: D11 Conference

And finally, Gartner's 2013 Emerging Tech Hype cycle which points to the increasingly powerful interconnection between humans and technology as mentioned by Jack Schofield via ZDNET. 

Essentially, there are two camps emerging in the development of wearable technology; the first is products created to support or compliment the smartphone or tablet like the smart watch with probably far more being developed than most people realise, the current number one being the Pebble.  The smart watch basically gives the user a hands free, but constant, access to key smartphone functions like notifications and reminders, set to interact with other devices around the home and workplace in time no doubt. 

Then there is the sensory track where products and services are being developed to monitor changes in human behavior including most recently products targeting pregnant women and newborn babies; clearly the potential is vast. The health industry is starting to see valuable benefits from this technology, and the potential benefits forecast for the manufacturing industry are also hugely compelling.  Alternatively, if you want a bit of fun look at the so called 'intimacy' product market to find potential wearable clothing that becomes transparent when the person is aroused or even the worlds first Twitter dress! 

But of course, regardless of this, everyone is currently talking about Google Glass, if not that, then they are definitely talking or reading about smart watch’s and the impending launches by Samsung, Apple and Sony (probably in that order).  And finally, most of us have heard or dipped their toes into wearable’s and the world of fitness with Nike+ Fuelband, FitBit Flex and Jawbone Up. 

Right then, we’ve touched on the different streams of product development and usage of wearable technology but what about the impact and opportunity for marketers and advertisers?  Cezary Pietrzak rightly points out there is a current lack of functionality in the Smartwatch, which is true, but also warns marketers to 'watch this space' because the real power of wearable’s for the marketing and media world is the wealth of personal data that would be made available to take what's currently defined as real time and right-time into yet another level all-together, indeed if the proposed functionality of the much speculated Apple device is true we are in for a real game changer.  Wearable technology touts the ability to tap into the sensory system of the human being and that’s where it starts to become sexy for the marketer and advertiser. Having just understood the importance of real time and right time if wearables go mainstream in the next 6 - 12 months marketers beware!  The world of marketing and media is about to change yet again. 

Clearly, only those who are bold and have a digital first strategy in part or whole will be able to ride this wave and gain competitive advantage. I wager that wearable technology is already on the road to becoming mainstream, lending itself well to a few key industries already, what we should do now is watch and wait like a panther ready to pounce should the launches over the next coming weeks and months show themselves to be as pivotal as the now historic launch of the iPad back in April, 2010. 

Clearly, the momentum with which the power of digital is changing our world just went up a notch.

  Mel Ross

Walk Digital

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Do we really need the smart watch?

I wear a wrist watch – occasionally. Though I cannot remember the last time I checked the time on it, it’s become more of a fashion accessory, which is a little odd if I think about it for too long.

Got me thinking (particularly as it is Wearable Fashion Week at Walk Digital) if I would be willing to wear a smart watch and how it might impact my day to day life (and yours)….so here goes.

The first thing to consider is that smart watches already exist, most notably:

Kickstarter project Pebble (check out the video for an overview) but essentially Pebble connects to iPhone and Android smartphones via Bluetooth and alerts you when you have incoming calls, emails and messages. You can also customize it with apps, for sport particularly it can display speed, distance and pace data if you are cycling, running, etc etc. there’s also a music control app to play, pause, skip tracks without picking up your phone. Much like the e-reader, it uses e-paper so it is outdoor readable and it is also water resistant. It displays your Facebook/Twitter messages, provides weather alerts and is an alarm and timer and its all yours for $150.

The Sony SmartWatch, currently available for £79, it is compatible with Android smartphones and thus the Google Play app store. Read email, SMS, receive calendar notifications, read Facebook and Twitter messages as they come in, play music (oh and you can even see the time). Somewhat aesthetically more pleasing than the Pebble, it comes with a range of coloured wrist straps and is easily detachable.

MetaWatch is a privately-held company who are in their own words ‘focusing on re-inventing the watch as a stylish and relevant mobile accessory’. It is compatible with Android and the iPhone and whilst it has functionality in terms of notifying calls, SMS, email, their Twitter/Facebook integration is ‘coming soon’ as are specific apps for sport related activity. Pricing starts at $129.

Existing smart watches depend on one thing – your smartphone.  They are an extension of it and enable quicker, easier interaction with certain content that would normally appear on your mobile (so you can be less rude at the dinner table by glancing at your wrist rather than taking your smartphone out of your pocket!).

Here’s the deal. I can recognise that the above gadgets are smart and have some cool features but unless I am really into cycling or running, I cannot necessarily see the value. Not only that but they are pretty darn ugly and I just cannot see this appealing to the mainstream. Added to the fact that they are reasonably basic in their offering (despite being open to software developers), it’s going to take some effort to convince people to buy another device based on current functionality. But could that all be changing?

Enter the big boys!

First, Samsung are reportedly due to launch Galaxy Gear on September 4th in Berlin. The smart watch will reportedly have a camera (that can record HD video) built into the strap, speakers in the clasp, built in NFC, GPS, a built in accelerometer that means it automatically switches on as you lift your wrist to your eye and it will seamlessly link with your Android powered smartphone. And of course, there will most likely be a bunch of apps, interestingly these apps will not be accessed via the Google Play store but by the Samsung App store, which points to Samsung trying to become more independent of Google. Whilst this smart watch will undoubtedly be more sophisticated than what is out in the market at the moment, it remains an extension of the smartphone and does not live as a standalone device. Price is unknown as is what it might actually look like – amazingly no imagery has been leaked online (as yet).

Second, Apple’s “iWatch’ has been rumoured for launch for a few months now. Whilst the latest expectation is that it will not be launched until mid 2014, it is being viewed as Apple’s most significant product release since the iPad in 2010. Unlike the Galaxy Gear, there are rumours Apple’s offering will be more bracelet like, with a flexible display that will wrap around the wrist. Rumours suggest it will have a big focus on fitness and health, come with Siri integration and fingerprint scanning technology, replace cash payments and basically organise your entire life in real time. This all remains to be seen, as with all Apple products, the rumour mill is in overdrive. Who knows, perhaps it will end up just being a new and improved iPod Nano.

So should Apple be concerned about not being first to market? I don’t think so. Assessing the market seems like a pretty wise move to me!

I am absolutely of the opinion that there are clear benefits to owning a smart watch. You can see at a glance what is happening in your life without digging around in your pocket or handbag, arguably it is harder to lose (or be stolen!), it might encourage more voice activated requests, which in turn makes it easier to book restaurants or know the weather forecast without searching and of course, it is more discreet.

But (and it’s a big one) it’s going to take a pretty special device with unique and useful features to pry consumers away from their smartphones. It will need to enhance our experience rather than add to the complexity of having another device that needs attention.

So we wait with bated breath to see who will come up trumps. The clock is ticking….

Stacey Perry

walkdigital.com

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Im in the same boat on the website part