THE STATE OF WEARABLES Scott Eggertsen
WHY ARE YOU WEARING THAT? It’s a complicated market. How can we learn from previous failures? How can marketers capitalise?
In 2019, 245 million wearable devices will be sold (CCS) The term fails to explain the complexity of the market WHAT’S THE LATEST?
TO THE ODD FROM NOVELTY
TO THE ODD
TO THE ODD TO PETS
SO MUCH HYPE… Yet to be delivered We’re still at the very early stages of developmentand adoption. Entry level prices remain high.
2014 ‘THE YEAR OF THE WEARABLE’
THE WORLD WASN’T QUITE READY It wasn’t clear to the customer what problem it solved. The ‘next cool thing’ is not enough to gain enough adoption.
THE GENERIC PUBLIC WEREN’T ACCEPTING OF ‘GLASSHOLES’.
2015 ‘THE YEAR OF THE WEARABLE’
OFFERING A BLEND OF FASHION AND TECHNOLOGY
Fuel bands, health trackers Researchers estimate steep regression of fitness band market share ADVANCEMENTS IN HEALTH AND FITNESS
THE YEAR OF THE WEARABLE…AGAIN
In what remains relatively untapped. Wearable adoption is greater than tablet adoption in its adolescence Is the popularity set to grow exponentially?
WHAT DOES THAT MEAN FOR BRANDS AND MARKETERS?
Provide contextual information and location, location, location. Cater for multi device use PROVIDE CONTEXT
Beyond the ‘marketing as interruption’ PROVIDE UTILITY
Glanceable content that allows users to get snapshots of ‘infotainment’ BE INFORMATIVE OR ENTERTAINING
The consumer is in control. The minute their personal space has been threatened, they’re going to take off the device. The challenge is dealing with such a small screen. DON’T BE INTRUSIVE!
The power of being at the forefront A value-add experience is absolutely necessary Be clever with your approach TAKEAWAYS