Article

Louis Georgiou
Louis Georgiou 31 March 2016
Categories Technology

Watching Wearables – Why Certain Markets Are Leading the Way and What Can We Learn from This

While trend analysts are forecasting double-digit growth of the phenomenon, we explored to what extent brands, with limited digital budgets, should be prioritising this new wave of technology as a way to improve their customers’ experience.

There’s no doubt that wearables are creeping into our lives, and changing (yet again) how we operate within the digital landscape. Looking at some pros and cons of wearables, what lessons we can learn to further exploit wearable technology?

Wearbales_image_1-(1).jpgWhile trend analysts are forecasting double-digit growth of the phenomenon, we explored to what extent brands, with limited digital budgets, should be prioritising this new wave of technology as a way to improve their customers’ experience. Looking at some pros and cons of wearables, what lessons we can learn to further exploit wearable technology?  

So why do we need wearables? The simple answer is, we don’t. As with the iPad, wearable technology will make our lives easier and will enable us to interact with the digital universe in an easier way. 

But looking at the sectors that are innovating within the wearables market, what are the catalysts to growing the popularity and use of these devices?

Social participation

Devices like Fitbit have succeeded and grown in popularity, by capitalising on human’s ‘competitive nature’. Linking devices encourages a networked group to do more exercise and become very motivated by their peers.

Simplicity

When people start using contactless devises for payment in particular, it becomes expected that this quick and easy way should become the norm. However there’s nothing that exists on the desktop that makes it that easy. Mobile web developers need to build these features into their websites and manufacturers need to address the desktop void, which will soon seem convoluted.

Security

Many manufacturers are creating devices specifically for children like Filip, the creator of the child’s smart watch. These type of devices will allow parents to track the whereabouts of their children, or alert them if they exceed a set proximity (which is great for holidays and public events). It will also allow the younger generation to become even more comfortable with wearable tech. 

Exclusivity

In some cultures and group environments, there can be a perception of exclusivity and the desire to be elite, which can drive some people to seek out devices. Consider on a holiday resort, guests with wrist bands which allow them to pay for services have an air of exclusivity, which other guests will want.  This can help build advocacy.

Medical industry

The opportunity to collect data is already huge. Wearable technology allows the collection of a set of data that would otherwise be impossible to gain on a mass scale or not feasible by traditional means. 

The work place

With Google now positioning Glass for enterprise, many are looking at how wearable technology can help in the workplace, where the stigma of the form factor and the conflict with social norms is not an issue.  Think about surgeons pulling up information as they operate, or engineers with hands-free access to technical plans. Brother has been leading the way on this technology for years with its AiRScouter product.

Potential barriers to success

So we’ve looked at the reasons for wearable technology, but is it right for all brands? Considering potential barriers to success key factors include: 

Security

With the ability to pay on any device and the ‘stealability’ of some of these products, security is clearly an issue.  If you are creating a wearable solution - how are you going to protect your customer in the case of fraud or theft? 

Form factor

In some cases the actual design and form of these devises prevents users from adopting them. For instance, smartwatches are also competing with traditional watch design and are already behind the curve, even in terms of technology. Watch manufactures have been using solar power, kinetic movement and different screen display technologies to increase battery life – current smart watches are really just miniature phones on your wrist. 

Battery life

The constant need to recharge is a nuisance and barrier for some people. Even the best devices have two days or less battery life. However, all is not lost, there are some emerging technologies like the Zap and Go Graphene charger which can charge in 5 minutes.

Merchandising

Currently, wearable devices are sold in stores in a very traditional way, usually behind glass cabinets or in packages. To be taken up, they need to be experienced, touched, worn and used. Retailers need to create environments that can demonstrate these experience and benefits.

What’s next for the wearable space?

Wearables will continue to be a hot topic for 2016, in order for the technology to get over the early adopter hump and into mass market freedom, it needs the innovation from great brands to demonstrate the simplicity benefits.

Original Article 

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
5 Off-Page Methods to Improve Your Page's Position on Google

5 Off-Page Methods to Improve Your Page's Position on Google

On-page SEO is one of the things that is on the mind of every website owner out there, and there is a good reason for that. It is one of the key factors based on which Google will rank your website, along with other factors, such as backlinks, or the quality of your content.

Joan Selby
Joan Selby 20 April 2017
Read more
How digital and direct mail became best friends

How digital and direct mail became best friends

The propaganda from digital marketeers said direct mail was dead. Now they’re retreating with their tails between their legs begging to be let back in. After all, the already powerful direct mail can have even more impact when paired with digital. But how are the digital natives returning to direct mail and why?

David Amor
David Amor 26 April 2017
Read more
5 essentials of an agile content contingency plan

5 essentials of an agile content contingency plan

Theresa May’s decision to call a snap election should be a wake up call to any organisation that isn’t able to respond to unpredictable events

Miles Kendall
Miles Kendall 24 April 2017
Read more