Smart EyewearA Trend Assessment by Roy Wells

What is Smart Eyewear?

Wearable Computer Electronic technologies or computers that are incorporated into

items of clothing and accessories Creates constant, convenient, seamless, portable, and mostly

hands-free access to electronics and computers

Smart Eyewear Wearable Computer that is worn over the eyes Usually perform tasks similar to a smartphone

Brief History of Smart Eyewear

1980s - Steve Mann built a backpack-mounted computer with a camera viewfinder mounted to a helmet in 1981.

1990s - Used in industrial and military applications like US Army’s Land Warrior program - included a heads-up display that offered maps, thermal vision, improved targeting systems etc.

2012 - Google officially unveiled Project Glass with its “One Day” video

Today Goolge, Vuzix, Olympus and a few other technology companies are

developing or have already released smart eyewear Still mainly used in the military and medical industries

Digital Marketing Potential

Most likely will influence the fields medicine, fitness, education, transportation, photography, gaming, etc. The goal of smart eyewear technology in these fields would be to

smoothly incorporate it into individuals’ daily lives to create an augmented realty that enhances real world experiences

Huge potential impact on Digital Marketing Triggered events based on looking at signs & logos Pay-per-gaze advertisements Social Media

Case 1: Google Glass

Come equipped with HD display that is equivalent 25”

HDTV from eight feet away 5MP camera and video in 720p Wi-Fi & Bluetooth enabled Bone conduction transducer audio

Google Glass Explorer Program

Patent for “Pay-per-gaze” technology

Boost for Google+

Case 2: VUZIX M100 Smart Glasses

Come equipped with Screen displays an image to one

eye equivalent to a 4-inch mobile screen viewed at 14”

5MP camera and videos in 1080p Links to Android enabled device

Claim to be the world’s first commercially available smart glasses

Intended for enterprise, medical and commercial use

Potential Applications

Office productivity Photo, video and audio capabilities can be used to capture

important data and record memos Troubleshooting

Augmented Console Gaming Could be used as second screens to supplement gaming Could be become part of the a game itself

Interview Results

Chad Miller – Technical Architect at AutoZone and a member of the Google Glass Explorer Program

When asked about the program Chad responded: “The beta program is referred to as Explorer for a reason. The

software development kit and platform stability still are not 100%. My experience with the device itself has been great from a hardware perspective, but the battery life is less than optimal and the system can get very warm. The explorer program itself has been a very supportive community, which allows for both beta-users and Google employees to communicate with one another on technical and usability issues.”

Interview Results

Chad Miller – Technical Architect at AutoZone and a member of the Google Glass Explorer Program

How do does smart eyewear impact the marketing landscape? Current impact is minimal, but this technology will present a lot of

opportunities for contextual/targeted advertising There may be backlash from society once people are aware of the

amount of tracking and loss of privacy that is required for contextual/targeted advertising to occur

Interview Results

What consumer segments and specific industries are impacted? The younger generation sees this technology as fun. The older

generation sees it as a novelty Just like smartphone apps, there will be apps for smart glasses for just

about anyone

How will the trend change in the future? Depends heavily on advancements in the technology and user

acceptance Heavy use in professional markets (i.e. mechanics and cable

technicians)

How can businesses maintain a competitive advantage? Pay close attention to Google Glass and how people use it

Questions

References

http://www.wearabledevices.com/what-is-a-wearable-device/

http://www.engadget.com/2012/12/14/distro-issue-70-the-wearable-tech-issue/

https://support.google.com/glass/answer/3064128?hl=en

http://www.businessinsider.com/google-glass-photography-could-kill-facebook-and-rescue-google-2013-9

http://spectrum.ieee.org/tech-talk/consumer-electronics/gadgets/pay-per-gaze-advertising-google-glass

http://www.google.com/glass/start/what-it-does/

http://www.digitaltrends.com/mobile/vuzix-m100-smart-glasses-released/?tru=EerMo#/7

http://www.vuzix.com/consumer/products_m100/