It’s been a while since Google Glass has been in the headlines. Remember Google Glass? In case you are not familiar with the product, it was pulled from the market in 2015 after complaints about the technology, usefulness, price, and privacy. The original product was focused on consumers as wearable technology to augment and share daily activities. The glasses had a smart heads-up display and camera, allowing users to connect to data and share information and images.
Google Glass was reformatted a few years ago to the ‘Enterprise Edition’ where the focus was on helping workers in a variety of jobs such as manufacturing, medicine, technology, and other areas. This was a departure from the original consumer-based product, and moved Glass into the business-to-business category. The new version of Glass Enterprise Edition 2 sells for $999 (compared to $1,500 for previous version) and has a new processor, improved camera, and other updates for safety and greater battery.
Repositioning is often difficult, and this repositions Glass from the consumer market to organization buying.
Group Activities and Discussion Questions:
- Discuss the organizational buying process. Who would influence the decision-making?
- Show the newest incarnation of the product: https://www.blog.google/products/hardware/glass-enterprise-edition-2/
- Show Glass video: https://youtu.be/5IK-zU51MU4
- For Glass, have students work on the actions taken in each of the five steps.
- Problem recognition?
- Information search?
- Evaluative criteria?
- Purchase decision?
- Post-purchase behavior?
- What are key considerations in each step?
- Debrief the exercise.
Source: The Verge, Google
