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