Post on 08-Jul-2015
description
WearablesIn search of a mass use caseKevin McCullagh27 November 2014
Plan
Packaging
Interactions
Digital services
Retail
Products
Product-service strategy
1989
Title Sub-heading
Title Sub-heading
£1,765
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Personal Area Network
Multi-part devices
Well-being PerformanceProductivity CreativityEntertainment Utility Safety & security
On person
In bag/pocket
In/on vehicle
At home /work
IoT & Big data
Purple, A Locket for the 21st Century, Artefact
Mass market focus
Just because we think it’s cool doesn’t mean the masses will buy it
Some well established categories
Many niches
Hurdles
Mass use caseFashion faux pasTech isn’t ready yetSubstitution
Slide 22Section
Title 1 line Activity tracking is not enough
Slide 23Section
Title 1 line Ditched devices ‘one-third of American [wearable users] stopped using it within six months... while one in 10 American adults own some form of activity tracker, half of them no longer use it..’ ‘Inside Wearables’, Endeavour Partners, January 2014
Slide 24Section
Title 1 line The mass opportunities may be less sexy
‘wearable medical devices [are] expected to grow to $8.3 billion in the next five years. ‘Wearables are totally failing the people who need them most’ J.C. Herz, Wired.com 6 November 2014
Hurdles
Mass use case
Fashion faux pasTech isn’t ready yetSubstitution
Purple, A Locket for the 21st Century, Artefact
RinglyAltruis Cleopatra Ring - Platinum
Hurdles
Mass use caseFashion faux pas
Tech isn’t ready yetSubstitution
Guesstimationactivity trackers are at best ‘reasonably accurate’ and no more effective at nudging behavior than a $25 pedometer http://www.news.iastate.edu/news/2014/06/09/fitnessbands
Hurdles
Mass use caseFashion faux pasTech isn’t ready yet
Substitution
Moves fitness app
Fixed IoT
Hello Sense sleep monitor
Tech is not inevitable
‘ as big a deal as the PC’ Steve Jobs
Scale via platforms and partnerships
whatthefuckismywearablestrategy.com