Wearable Technology

James Cooper & Frankie Williams

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History

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Timeline

AppleIpod2001

NikeFuelBandFeb 2012

SonyWalkman1979-2010

SamsungGalaxy Gear

2013

GoogleGoogle Glasss

2013

PebblePebble Watch

2013

CasioDataBank

1983

IBMIBM Simon

1994

PsionOrganizer II

1984

3ComPalm Pilot

1996

AppleIphone2007

WindowsAndriod2008

GoogleGoogle Voice

2010

Blackberry88002006

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Wearable Technology will become the next big trend to access the digital world. While technology rapidly advances yet consumer response is wary, companies must adjust their products to fit the grow-ing demand for wearable devices that offer a subtle utility.

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Information Age

Code: Informed

57 percent of fitness band buyers said the ability to self-monitor was a major factor for purchasing wearable technology Nielsen Connected Life Report 2014

“Beyond measuring calories burned or steps taken, wearable tech-nology can already provide persistent monitoring of a patient’s vitals or fetal and maternal heart rates, gauge the severity of sleep apnea, or vibrate when slouching is detected.” Inc. Com

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Intimate Computing

Multiple devices will be connected together on our bodies wirelessly by a smartphone, thus creating a physical computing fabric, and anintimate user experience

“As the early experiments have shown, these intimate machines have to be a lot more human than, say, Google Glass ... One of the main reasons why we have not seen any [wearable] devic-es become popular on the scale of the iPod or iPhone is because they lack that fashionability.” -Gigaom.com

Code: Subtlety

In a recent study, 62 percent of respondents said they wish wearables came in forms besides wrist bands and watches, and 53 percent wanted wearable devices that look more like jewelry. -Nielsen Connected Life Report 2014

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PrivacyWith recent news stories and consumers storing more private information on the internet, the fear of theft is becoming a major public concern, not only financial but informational from the companies they have accounts with.

Code: Safety

“The cyber threat to our nation is one of the most serious economic and national security challenges we face.”

President Barack ObamaThe Wall Street Journal

“Apple, Facebook, Microsoft and other tech firms are taking a stand against data requests from government agencies. The companies are hoping to pro-vide more transparency by disclosing such requests from law enforcement and other government entities”

The Washington Post

Issues of privacy and security are a growing concern for consumers and man-ufacturers as we progress towards the “internet of things”

Stephen OllerenshawTechnology Law Alliance

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BioZenUnited States Department of DefenseApplication developed by United States Department of Defense

“The system [transmits] real-time data from the heart, respiration, skin responses, temperature, blood chemistry, and brain waves ... from wearable sensors to a smartphone.” -CNBC

Code: Specialization

Devices like BioZen are taking Technology we’ve already integrated and adding new features to it. In these cases, the tranferance to a new technology is more streamlined as their new technology is being accessed and functioned the same as the old.

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The Dash Headphones by Bragi

“They’ll sit subtly in your ear, unlike other wearable headgear such as Google Glass.”

Mashable.com

Codes: Functional Subtlety

Measures heartrate, speed, body temperature, step numbers, and calories burned without being visually obstructive.

Leading Too / From - Bragi takes the classic technology of headphones and gives them additional benefit and use, combining the everyday act of music and the technology to monitor fitness.

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Korea Company LG is joining the wearable tech market with it’s new G watch, that connects seamlessly with your andriod phone and gives a preview ver-sion of phone activity including the ability to respond, read and surf the con-tents of your phone from your wrist.

The G Watch is an example how, companies with less manufactoring power, are tweaking their designs and offerings to enter the wearable tech market.

The G Watch - LG

Codes: Convinience

The LG G watch, due for release at an undisclosed date this summer, looks more like existing wearables like the Pebble Watch and Samsung Gear 2 than its Android Wear sibling, the Moto 360.

LG.COM

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Subculture: The Casual UserPerception- Price conscious- Wait to see- Intuitive- Unintrusive

Dynamics- Product develops with average consumer needs- Concerned w/ expert approval

Consumer Profile Late AdopterName: TomValue: Social and professionalAge: 27Gender: MaleOccupation: Chef / Kitchen managerViews on tech: Uses it for business, must be reliable

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Perception- Eager to test new developments- Demands transparency- Wants realistic applications

Dynamics- Extremely knowledgable- User-generated reviews and transparency checks- User Submitted / Influenced technological developments (through apps, cracks, hacks...)

Consumer Profile - Early Tech AdopterName: GregAge: 22Gender: MaleOccupation: Computer / Coding RelatedStake in Tech: Follower of progressionValue: Helps spread to mass market

Subculture: Tech-Enthusiasts

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Market AnalysisCurrently- Shift from Functional Utility- Implement simple + subtle design to promote consumer interest- Remember privacy issues

Threats- Decreased satisfaction with the Internet- High Competetive Market

“They all seek, “the next big thing”, preferably one or more emerging, potentially-huge markets that can leverage the skills they have honed in such things as mobile phones and their services.” DR PETER HARROP

BusinessWeekly

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History / Bio - Founded 1976

Current Offerings - Simple technology - Understated design - Product connectivity

Current Developments - Wearable Technology - Smartphone war

Current Threats - Saturated Market - Maintaining competitive

Apple Overview

Company Health / Assets - Market Position - #1 - Worth $203 Billion - Loyal consumer base

Consumer Perception - Gold standard - Inuitive - Uncomplicated - Strong brand heritage

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What they’re doing - Headphone Heart Monitor - Rumored Watch - Potential Nike collaboration - Beats by Dr. Dre acquisition How is it a Progression - ’Life Tailored’ Device UsageStrengths - High Market Share - Consumer Trust - Business PartnershipsThreats - Increased competition

Apple in Wearable Tech

* http://advertisinghealth.co.uk/apples-next-headphones-track-heart-rate-blood-pressure-leak-claims/

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Insights for AppleThe Consumer- Individual not looking for mass market- Informational equivelant to productive- Wants seamless intergration between digital & physical

The Market- Companies simutaneously connect smartphone and wearable tech- Intergration between current technology and advacements The Competition- Start ups can produce & change more quickly- New technology for specific hardware refines market- Different companies better equipped to market to niche groups

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Recommendations for Apple

Recommendations- Keep current market trends in mind- Design with for functional devices with seamless integration- Move from social to practical or functional

Where We Can Improve- Specialized products How to Compete- Partnerships- New Technology- Market to Niche Subgroups

Thank You

James Cooper & Frankie Williams

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