Tag Archives: wearable technology

New Google Glass Enterprise Edition for Business

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:

  1. Discuss the organizational buying process. Who would influence the decision-making?
  2. Show the newest incarnation of the product: https://www.blog.google/products/hardware/glass-enterprise-edition-2/
  3. Show Glass video: https://youtu.be/5IK-zU51MU4
  4. For Glass, have students work on the actions taken in each of the five steps.
    1. Problem recognition?
    2. Information search?
    3. Evaluative criteria?
    4. Purchase decision?
    5. Post-purchase behavior?
  5. What are key considerations in each step?
  6. Debrief the exercise.

Source: The Verge, Google

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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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Google Pixel Buds Translate 40 Languages in Real Time

Language can be a great way to unite people, but it can also be a great barrier when people speak different languages. After all, not everyone speaks multiple languages fluently, and it can definitely be hard to navigate or do business in a country when one does not understand that language.

In the sci-fi classic book, The Hitchhiker’s Guide to the Galaxy, traveler Arthur Dent had the use of a ‘babel fish’ to translate all alien languages. (The small, yellow fish when placed in the ear can help the listener instantly understand anything said, in any form of language.) Now, it seems that real-life is imitating science fiction with the recent announcement of Google Pixel Buds.

The blue-tooth ear buds have many functions similar to other ear buds (assistant, messaging, music, etc.) but they also have one striking new feature – the ability to translate language in real-time when paired with the Pixel 2 phone. Languages included are Arabic, Swedish, French, Japanese, German, Chinese, and many more.

Here’s how it works: Tap and hold down the right earbud, thereby activating Google Assistant (paired with a Pixel 2 phone in your bag or pocket).  Then, ask for help speaking a language. This then activates Google Translate, and you speak the phrase you need translated. The translated phrase appears on the phone screen and is read out of the phone speaker. The person you are speaking to then holds down the mic button and speaks the answer, which is then translated directly into the ear buds.

Voilà!

Group Activities and Discussion Questions:

  1. Show a video of the Google Pixel headphone launch event: https://youtu.be/Q5bA12koB-g
  2. View product information: https://store.google.com/us/product/google_pixel_buds?hl=en-US
  3. Poll students: Who would be interested in using these? Why or why not?
  4. Other translators and devices also exist. Have students research other models and compare with Pixel ear buds.
  5. Discuss target markets and market segmentation.
  6. Have students develop a target market profile for this device.
  7. What should the marketing plan be for the new ear buds?

Source:  Google, The Verge, CNBC, New York Times, other news sources.

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