As we approach the end of 2015, it’s time to begin reviewing what happened this year and look forward to what will take place in the future. And when 2015 is finally in the books, there will be no denying that Google Glass was the single biggest failure of the year.
Sure, Glass could still become a transformational technology down the road, but at this point it’s very unlikely. Most experts outside of Google have already pronounced it dead.
Let’s attempt to unpack where things went wrong.
Google Glass Flops
For the better part of two years, the internet, media, and American public obsessed over Google Glass – hailing it as a technology that would forever change the world. However, here we are at the end of 2015 – the year that Glass was supposed to finally breakout and dominate the consumer marketplace – and most people have never actually seen one of these devices.
If you visit the Glass home page, all you get is a screen that reads, “Thanks for exploring with us. The journey doesn’t end here.” But what if it does? What if the journey does end here? While those inside Google may remain optimistic, most technologists and business experts outside the company aren’t so sure.
5 Reasons Glass Failed
The question remains: How could a sleek device that had so much promise – and was backed by Google – fail before ever getting off the ground? Let’s check out a few of the primary reasons:
1. High Price Tag
For starters, Glass was too expensive. The original price tag was $1,500 for a device that simply ran applications and offered enhanced GPS navigation. While that price point likely would have gone down in the future, it clearly indicated that Google was positioning Glass as a luxury item.
According to Techninsights, who tore apart one of the devices and took inventory, the components inside a single device cost a mere $79.78. And while you have to calculate for labor, marketing, advertising, and profit margins, it’s a bit unrealistic to jump from $79.78 to $1,500. If Google would have priced Glass around $300 – $500, market perception may have been much different.
2. Safety Concerns
From a practical perspective, many consumers were worried about the possible safety concerns related to Glass – especially when it came to driving and operating large machinery. Despite the fact that only a handful of people owned one of the Google Glass devices during beta testing, there was at least one legal case in which a California driver received a citation for “using a monitor” while operating a vehicle. The citation was ultimately dismissed, but it certainly wouldn’t have been the last discussion about safety.
3. Poor Battery Life
If there’s one thing tech consumers hate, it’s poor battery life. Google advertised that Glass would be able to withstand a full day of typical use without needing to be recharged. Unfortunately, few users found this to be true. Many complained that they could only get three to five hours of use from their devices before the low battery sign appeared.
4. Privacy Concerns
As the popularity of wearable devices grows, many are weary of the lack of privacy that comes with these technologies. The problem with Glass was that many people found it creepy. If you saw someone wearing the device, it was only natural to have questions. ‘Are they recording me?’ ‘What is he watching?’ ‘Is she taking pictures?’ The problem with Glass wasn’t that users could record video – any mobile device can do that – but that others didn’t know when you were recording.
5. Lack of Fashion
Finally, you have to consider the lack of fashion. While designed to look sleek, it simply looked strange. Google tried to enhance the visual appearance of the device by offering designer frames, but it did little to help the overall perception.
Glass Has a Long Way to Go
We’re talking about Glass in the past tense – something Google wouldn’t appreciate – but the fact is the technology has a long way to go if it ever wants to be relevant. In addition to dozens of other factors, Google will have to directly address each of the issues mentioned in this article.
from Darlene Milligan http://ift.tt/1W99VNV via transformational marketing
from Tumblr http://ift.tt/1LMDy2K
No comments:
Post a Comment