Tag Archives: product design

Snapchat’s New Spectacles

Remember Snap’s Spectacles? Launched in fall, 2016, Spectacles were fashionable sunglasses that could record 30-second videos with a 115 degree lens. The specs were $130 and initially sold only through fun, bright yellow, SnapBot kiosks placed around the U.S. There was a lot of hype and fervor from teens to procure the sunglasses and post their videos. Roughly 220,000 Spectacles were sold, but only half of the owners used them after the first month, and Snap took a $40 million write-off after making too many. But, the company learned a lot from its first foray with Spectacles, and is now ready for the next iteration.

So, get ready for Spectacles Version 2. The new glasses are priced at $149.99 and have a number of new features and improvements over version 1. The case is smaller and handier to carry around, and it charges the glasses up to four times. The glasses are lighter and more comfortable and the field of vision has been reduced to 105 degrees. In addition to video, the glasses now take photos – which of course can be posted online.

Colors are new and more neutral with two lens versions, and the pairing process is much simpler than version 1. High quality photos and fast downloads improve the overall user experience. The glasses are now water resistant and can even take photos underwater. Spectacles are now on sale in the U.S., Canada, U.K., France, to be followed by 13 more European countries.

Fortunately, no more SnapBot vending machines to limit purchases – it’s easy to buy since all that’s needed is to go online to Snap to purchase. It really is a wearable camera.

Go ahead – smile, you’re on Spectacles!h

Group Activities and Discussion Questions:

  1. Discuss the strategy that Snap is using to position itself as a camera/hardware company rather than a social media company.
  2. Show the Web site: https://www.spectacles.com/
  3. Show a product review video: https://youtu.be/DRqZoINHCwM
  4. A short product video: https://youtu.be/Qpbyj-hz05s
  5. Pricing is usually a complex topic. Discuss the six steps for pricing (determining objectives, estimating demand, determining cost/profit relationships, select price level, set list price, and make adjustments).
  6. Discuss the various pricing models in class: demand-oriented, cost-oriented, profit-oriented, and competition-oriented.
  7. What price strategy is Snap using for Spectacles version 2?
  8. How does this compare with version 1? Will this be successful?

Source: Constine, J. (26 April 2018). Snapchat launches Spectacles V2, camera glasses you’ll actually wear. TechCrunch.

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Spectacles Update: Buy from a Bright Yellow Kiosk

kiosk

Spectacles Update: Looking for a place to buy a pair of Snap’s new sunglasses with embedded camera? Unfortunately, the glasses will not be at a store near you anytime soon. In an unusual guerrilla marketing rollout, Spectacles are only being sold through bright yellow vending machines called SnapBots. The first SnapBot was in Venice Beach on November 10, where the glasses quickly sold out to waiting fans.

The pop-up shop model fits Snap’s playful brand, right down to having the kiosk disappear just like how photos disappear on Snapchat. Customers lucky enough to find a SnapBot can try on the glasses virtually at the kiosks using a circular display.

Just to remind you what Spectacles are: the sunglasses can record 10 second videos, up to 30 seconds, using a 115 degree lens that closely approximates how the human eye sees things. Spectacles are priced at $130 and come in black, teal, and coral colors. Transferring videos is a ‘snap’ – the connection to smart phones and Snapchat is via either Wi-Fi or Bluetooth. It’s a big market, too. Snapchat app has 150 million users each day, and 41% are 18 – 34 years old.

Kiosks are placed in a single location for only 24 hours so you have to move fast. If you want to know where the next kiosk will be, go to Snap’s Web site and cross your fingers it will be near you.

Group Activities and Discussion Questions:

  1. Show a video of Spectacles being used: https://youtu.be/XqkOFLBSJR8
  2. Spectacles Web Site: https://spectacles.com/
  3. Discuss guerrilla marketing tactics with students.
  4. Poll students: What other companies are using guerrilla marketing? How are these using it?
  5. Next, divide students into teams and have each team select a product. For that product, what could be done as guerrilla marketing?

Source:  New York Times, CNBC, Heavy, other news sources   

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Seeing the World through “Spectacles”

snap

How can we show the world what we see? And, even more importantly, how do we show our friends on social media what we are doing? Sure, we can use phones to show snaps and videos, but that’s old school. Or, we could use GoPro cameras, but that’s pretty expensive.

Now, Snap (a renamed Snapchat) has a brand new way to take and load videos with it’s first-ever hardware product. It’s called ‘Spectacles’ and the fashionable sunglasses can record 10 second videos (up to 30 seconds) using a 115 degree lens that closely approximates how the human eye sees things. The specs are priced at $130 and come in black, teal, and coral colors. Transferring videos is a ‘snap’ – the connection to smart phones and Snapchat is via either Wi-Fi or Bluetooth.

Spectacles should be able to avoid some of the privacy (and pricing) issues that plagued Google Glass (which was discontinued). When recording, an outward-facing light lets others know that the video is in process. The battery is estimated to last a day and Spectacles charge in their own case. With 150 million daily users of Snapchat, the product is clearly aimed at teens.

Show the world what you are doing today.

Group Activities and Discussion Questions:

  1. Show a video of Spectacles being used:

https://youtu.be/XqkOFLBSJR8

  1. There is also a CNBC video that discusses the product compared to Google Glass:

http://video.cnbc.com/gallery/?video=3000553947

  1. Spectacles Web Site:

https://spectacles.com/

  1. Discuss competition: What are the direct competitors to this product? Indirect competitors?
  2. Divide students into teams. Have each team compare Spectacles with a competitive product. What are the points of difference (what makes it different from competition)?
  3. Debrief the exercise.

Source:  Wall Street Journal, New York Times, CNBC, The Verge, other news sources   

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