Moondial Report #1

technology, fashion, design, science, human, sports, body, fitness, monitoring, network, social, action, urban, outdoor, health, biology, surgery, wellness, sharing, aging, healthy,

wearable, smart, fabrics, textiles, applications, power, strength, training, endurance, sensor, functional, technical, performance, sustainable, electronic, digital, customizing, personal

THESUPER

HUMAN

F A S H I O N A B L E T E C H N O L O G Y R E P O R T # 1

THE BUSINESS OF WEARABLES

WHY DO WE NEED

TECHNOLOGY ENABLED

SECOND SKIN?

The New York Time article by Nick Bilton from November 18, 2011 titled Disruptions: Wearing Your Computer on Your Sleeve focuses on the wearable technology efforts by Apple and Google and is accelerating the growth of the fashionable technology industry through diffusion.

In an article titled The Convergence of Social and Technological Networks published in the November 2008 issue of Communications of the ACM Kleinberg explains the diffusion of innovation as “A rumor, a political message, or a link to an online video – these are all examples of information that can spread from person to person, contagiously, in the style of an epidemic. This is an important process to understand because it is part of a broader pattern by which people influence one another over longer periods of time, whether in online or offline settings, to form new political or social beliefs, adopt new technologies, and change personal behavior”.

This diffusion of innovation is influenced by the adoption decisions of consumers based on their perception of the relative advantage of the innovation. The decision by the consumer is based on the prediction of the actual use of the fashionable wearable. This technology acceptance is also important for the developer

who designs and potentially needs to re-design the system. It influences the B2B transactions. If the rate of adoption is high the potential for sales increases and a whole seller is more likely willing to take a risk by putting a new product on stock. If an innovation has compatible values, needs and experiences and the complexity is low, the faster is the rate of adoption. If the fashionable wearable can be tried out and can be observed the faster is the rate of adoption.

The Technology Acceptance Model (TAM) by Davis is the most widely used theory of technology related individual behavior. The factors that influence the technology acceptance are the perceived usefulness and the perceived ease of use:o “Perceived usefulness (PU) is defined as the prospective user’s subjective probability that using a specific application system will increase his or her job performance within an organizational context.o Perceived ease of use (PEOU) refers to the degree to which the prospective user expects the target system to be free of efforts.”

Early adopters of fashionable wearables might acquire a garment, accessory or jewelry due to the perceived usefulness and perceived ease of use but then never actually wear and/or operate it. This assimilation gap is the difference between the pattern of cumulative acquisition and cumulative deployment of an innovation across a population of potential adopters.

W W W . U A E 3 9 . C O M

UA E39

The UA E39 is the most innovative athletic evaluation and improvement tool ever made. It’s a compression shirt fitted with electronic sensors that track an athlete’s biometric signals. That data, stored in the heart of the shirt, is transmitted to a computer or handheld device for the athlete/coach/trainer to review.

The UA E39 measures an athlete’s heart rate, breathing rate, and core acceleration/body positioning through “triaxial accelerometry,” the super-sensitive motion tracking technology that enables us to see and improve the way an athlete moves. There’s never been a device that all this functionality.

UNDERARMOUR

E39

USA

2012

U

B

UA E39

COMPRESSION SHIRT FITTED WITH ELECTRONIC SENSORS THAT TRACK AN ATHLETE’S BIOMETRIC SIGNALS

TRAINING

BODYMEDIA

Managing your weight, challenging your fitness regimen or meeting your health and wellness goals are made easy with the suite of products from BodyMedia Inc. Recent studies have shown that the BodyMedia system is proven to improve weight loss by 3x.

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Managing your weight, challenging your fitness regimen or meeting your health and wellness goals are made easy with the suite of products from BodyMedia Inc. Recent studies have shown that the BodyMedia system is proven to improve weight loss by 3x.

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We unlock and decipher the body’s secrets. We put that information directly into the hands of individuals. empowering them to improve their lives.

BODYMEDIA

CORE LINK & DISPLAY

USA

2011

U

B

FIT LINK

FIT CORE

BODY MONITORING ARMBAND WITH OPTIONAL DISPLAY THAT CAN BE ATTACHED TO GARMENT

FITNESS

JAWBONE

UP

USA

2011

U

B

UP

TRACKS DAILY ACTIVITES & IPHONE

FITNESS MONITORING

ABOUT BARE

Bare Conductive Ltd. is a startup based in London, UK, focused on the development of a range of nontoxic electrically conductive materials. Bare began in 2008 as a Masters project at the Royal College of Art / Imperial College’s Innovation Design Engineering program. Matt Johnson, Isabel Lizardi, Bibi Nelson, and Becky Pilditch developed Bare as an experimental design project focused on bridging the gap between technology and the body.

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After presenting their material innovation in February of 2009 as a graduation project, the team founded Bare Conductive Ltd. in July of 2009 to capitalise on the strong interest in the technology. In 2010 Bare received an Honorary Mention for Hybrid Arts in the Prix Ars Electronica, and was named one of “Forty for 2010” innovations by Wolff Olins and Wallpaper*. Bare Conductive was honored to receive two Editor’s Choice awards at Maker Faire New York 2011.

B A R E / W W W . B A R E C O N D U C T I V E . C O M

BARE PAINT

In September 2011, UK-based Bare Conductive Ltd launched Bare Paint, the first nontoxic, electrically conductive paint available to consumers. Bare Paint works as a conduit for electrical signals to run across a variety of surfaces. It is a nontoxic, multipurpose electrically conductive material with a wide range of applications. Bare Paint is designed for use by hackers, makers, professionals, engineers, children and anyone else who wants to explore electronics in an entirely new way. Bare Paint allows users to paint circuits directly onto almost any surface, including textiles. Nontoxic and water-soluble, Bare Paint can be used without gloves or masks, dries quickly at room temperature, and can be removed with soap and water. Bare Conductive Beta Testers are already using the material on a wide variety of projects, developing experimental music interfaces, turning entire tables into sensing surfaces and creating keyboards on fabric.

www.bareconductive.com

WEARABLE BODY MONITORING PRODUCTS ‘06 — ‘12

Nike / Nike+Adidas / adiStar Fusion

‘06

TREND

‘07

‘08

‘09

‘10

‘11

‘12

Body Media / Fit CoreTextronics / Numtrex

Biodevices / VitalJacketApex / Bodybugg

Philips / Direct LifeAdidas / MyCoach

Adidas / miCoachElecticfoxy / Modwell

Lifecomm / LifecommUnder Armour / E39

Jawbone / UPMotorola /MOTOACTVBasis / BasisWellcore / NewYu

MyZeo/ MyZeoScholler / iLoadJFitbit / Fitbit Ultra

PFO / Protective Fashion ObjectsYury Gitman & Joel Murphy / Open Source Pulse SensorRuntastic / RuntasticSwitch2Health / S2H Replay

D A T A C O L L E C T E D A N D C O N T E X T U A L I Z E D B Y M O O N D I A L . A L L R I G H T S A R E R E S E R V E R D .

Moondial Report #1

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