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Smart EyewearA Trend Assessment by Roy Wells
What is Smart Eyewear?
Wearable Computer Electronic technologies or computers that are incorporated into
items of clothing and accessories Creates constant, convenient, seamless, portable, and mostly
hands-free access to electronics and computers
Smart Eyewear Wearable Computer that is worn over the eyes Usually perform tasks similar to a smartphone
Brief History of Smart Eyewear
1980s - Steve Mann built a backpack-mounted computer with a camera viewfinder mounted to a helmet in 1981.
1990s - Used in industrial and military applications like US Army’s Land Warrior program - included a heads-up display that offered maps, thermal vision, improved targeting systems etc.
2012 - Google officially unveiled Project Glass with its “One Day” video
Today Goolge, Vuzix, Olympus and a few other technology companies are
developing or have already released smart eyewear Still mainly used in the military and medical industries
Digital Marketing Potential
Most likely will influence the fields medicine, fitness, education, transportation, photography, gaming, etc. The goal of smart eyewear technology in these fields would be to
smoothly incorporate it into individuals’ daily lives to create an augmented realty that enhances real world experiences
Huge potential impact on Digital Marketing Triggered events based on looking at signs & logos Pay-per-gaze advertisements Social Media
Case 1: Google Glass
Come equipped with HD display that is equivalent 25”
HDTV from eight feet away 5MP camera and video in 720p Wi-Fi & Bluetooth enabled Bone conduction transducer audio
Google Glass Explorer Program
Patent for “Pay-per-gaze” technology
Boost for Google+
Case 2: VUZIX M100 Smart Glasses
Come equipped with Screen displays an image to one
eye equivalent to a 4-inch mobile screen viewed at 14”
5MP camera and videos in 1080p Links to Android enabled device
Claim to be the world’s first commercially available smart glasses
Intended for enterprise, medical and commercial use
Potential Applications
Office productivity Photo, video and audio capabilities can be used to capture
important data and record memos Troubleshooting
Augmented Console Gaming Could be used as second screens to supplement gaming Could be become part of the a game itself
Interview Results
Chad Miller – Technical Architect at AutoZone and a member of the Google Glass Explorer Program
When asked about the program Chad responded: “The beta program is referred to as Explorer for a reason. The
software development kit and platform stability still are not 100%. My experience with the device itself has been great from a hardware perspective, but the battery life is less than optimal and the system can get very warm. The explorer program itself has been a very supportive community, which allows for both beta-users and Google employees to communicate with one another on technical and usability issues.”
Interview Results
Chad Miller – Technical Architect at AutoZone and a member of the Google Glass Explorer Program
How do does smart eyewear impact the marketing landscape? Current impact is minimal, but this technology will present a lot of
opportunities for contextual/targeted advertising There may be backlash from society once people are aware of the
amount of tracking and loss of privacy that is required for contextual/targeted advertising to occur
Interview Results
What consumer segments and specific industries are impacted? The younger generation sees this technology as fun. The older
generation sees it as a novelty Just like smartphone apps, there will be apps for smart glasses for just
about anyone
How will the trend change in the future? Depends heavily on advancements in the technology and user
acceptance Heavy use in professional markets (i.e. mechanics and cable
technicians)
How can businesses maintain a competitive advantage? Pay close attention to Google Glass and how people use it
Questions
References
http://www.wearabledevices.com/what-is-a-wearable-device/
http://www.engadget.com/2012/12/14/distro-issue-70-the-wearable-tech-issue/
https://support.google.com/glass/answer/3064128?hl=en
http://www.businessinsider.com/google-glass-photography-could-kill-facebook-and-rescue-google-2013-9
http://spectrum.ieee.org/tech-talk/consumer-electronics/gadgets/pay-per-gaze-advertising-google-glass
http://www.google.com/glass/start/what-it-does/
http://www.digitaltrends.com/mobile/vuzix-m100-smart-glasses-released/?tru=EerMo#/7
http://www.vuzix.com/consumer/products_m100/