Wearable, We Have a Problem

“No eres tú, soy yo”. Like one day a device weareable starts and, Assistant using voice, leaves us with a phrase that says so much… and so little.

Because the relationship between consumer and weareable, It seemed ideal to death, has some shadows. Not as they say have barely started this affair, but, do no more us already love? Or is it just that we need more chemistry in the relationship?

One-third of users abandon their weareable; he wouldn’t do it

We launch with data of abandonment, where the studies carried out so far and must be regarded with caution, are not very positive for the weareables.

As you’ve come on, he never forsake us (for now), but it seems that the consumer if. Or at least impulse purchase that tends to drag the new technology is passed.

According to data from Endeavour Partners, in the United States, one-third of the users who have had a “wearable” product have finished leaving its use at six months. Yes with focuses on bracelets or quantifiers devices, this study puts one of these products in the hands of one in ten U.S. adults, but only half of them are still using it.

In the United Kingdom the figures we have are of rejection of such devices. In a survey by Accenture, less than 30% claimed to be interested in buying a smart watch, and only 25% would do with connected as the Glass of Google goggles. If we increase the area to more countries, including Australia, Canada and India, 50% of interest can already handle.

Precisely the invention of Google is in the doldrums. And it is not only the price or the utility at the end have the Google Glass (innovations come slowly and from third parties, almost all announced is which only uses the camera built into glasses).

The issue with them is the privacy. Such is the concern that according to a study by the firm Toluna, 72 percent of Americans said that it would not use the Google Glass because of concerns about their privacy.

And it does not seem that the expectations even within most technology aimed at an improvement. Scoble mentions especially the strange thing is (for appearance and usefulness seems) nor employees of Google are for the work clothing company sunglasses.

Fuelband, first victim of the weareable?

Do we see fall to the first companies that have been related to the weareables? Is this possible when we just start with this? Well, in Nike, that we considered to be the first to give seriousness and relevance to the issue of quantification with their Fuelband, they are reflecting.

The dismissal of some employees in that area rose rumors that Nike would say goodbye to the development of your bracelet. But the company has denied it, although just mentioning that they will continue developing more colors to the current model. What you need to improve the Fuelband, a proposal for the future does not seem precisely. Surely the logic take company to focus on the section purely quantification more than product hardware-related software and services.

If we stick to what was said by Nike and history that carries Apple hiring responsible for that division of the sports company in recent times, or the “intense” relationship of both brands, you can that the victim is actually one of the first beneficiaries of the time weareable.

Do we get a weareable, Apple?

And almost We closed the circle with Apple. Tim Cook has already anticipated that this year we will see a new great product with the Apple logo and we believe that it is the time of the smartwatch or quantifier of Apple. Trademark protection has in fact already begun in Cupertino.

In this segment almost everyone ahead of Apple, at least in the presentation, or “drawing” of products that have reached the market or are already underway to do so. But if some company is a specialist in creating markets or to give them relevance to some existing, that is Apple. And I am convinced that the path that takes the company for their next device will be important to see the weight of the weareables in the consumer electronics, both for the consumer and for the different companies.

The accumulation of companies, technologies, and worker around the health and sport can tell us the way that want Apple to add to a possible clock that focus notifications. The segment moves in that direction without a doubt.

I have your data but I don’t know what to do with them

If with Google goggles we add the issue of privacy and utility to get the result of questions around them, quantifiers and advanced almost clocks that we could stick to the topic of the actual usefulness taking into account the price. And not for the early adopters, but for the ‘real’ public.

Right now, all companies and products strategy is too similar and have the same weakness: the utility of the data that you collected about us. If this is achieved by channel, if you wear a bracelet or watch returns us a beyond collecting, brands have won twice: keep the user on your device and know better who carries his weareable.

Y health It has certainly its main role in this journey to make that a weareable device have value to the consumer.

Gallery

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