Why Google Glass failed.
The technological intervention has taken the world by storm. A new and improved technological device could easily help in extending technology further, thus making our lives to be easier. Unfortunately, this did not happen with Google Glass as the company rushed in, releasing a project that was still in progress, and at the same time, the project was not meant for all people as the price started for $1500 for one piece ( ). The project failed because of its exclusivity as it contributed to an intense interest of the project, with various media outlets releasing their versions of stories. As detonated by public interests, Google did not only fanned its flames but also doused its flames with jet fuels. The team that was responsible for the creation of the project knew that Google Glass was not ready to be used but still go ahead and released unfinished product and the worst thing is that Mr. Brin and Google marketing team were not ready to market the product as they were occupied with other plans ( ). Through releasing an unfinished product to the public, people starting associating the product with more failures. The media became curious about Google Glass, and when a person decided to release any news concerning the product, the media quickly spread the news. The first people who bought the product were Tech reviewers, and they described the product as a product that can be plagued by bugs and had little battery life, thus describing it as the worst tech product of all time ( ). Due to bad reviews by Tech reviewers and people who bought it, many of the issues that could have easily been fixed by the Google X team when developing the product were permanently associated with the product because of its premature stereotype release.
During the initial stages of Google Glass developments, the company majorly focused on picture and video capabilities of the glass; this, in turn, provided a meaningful advertisement campaign by the company even though it later appeared to be unnecessary by the company. According to an article written by Forbes, Ian Altman describes how it is useless nowadays to effectively market a technological product as being cool, bright, or shiny. The product must be market with clear intention and purpose and how it can fulfill customer needs ( ). Google actually failed with this regard as the company focused on the glamour associated with the product plus its potentials that it matches new technological development. Most of the functions that Google Glass performed were the same as those performed by GoPro camera, smartwatch, or even a smartphone.
The privacy and safety concerns of Google Glass also contributed to its failure. People who had a chance of wearing the glasses noted that it recorded things like movies and was also not suitable for wearing while driving. Privacy issues are things that the company could have solved before launching the project. Google Glass was not in line with privacy law based on visual privacy as Google Glass published and took pictures of others without their consent. Wearable computers have become ubiquitous, and that is why the reasonable expectations of privacy law have to change. The new privacy law has to accommodate the new reality in that the consequential passing glance can be a recording that is saved for posterity and also can be shared globally in real-time ( ). Additionally, people wearing Google Glass while driving have been given citations, something that has bothered the privacy of drivers. They (drivers) note that their Google Glass has prescription lenses that require them to wear while driving even though the Google capabilities have been turned off. Since this is still a new nature of the product, there are still people who believe that the company will work hard and do away with all the issues. The public is likely to see various definite rulings on Google Glass until the company releases a good version that will meet customer needs and demands.
Product recommendations.
Google Glass has the capability of taking the world to the next level and be a successful technology in wearable devices. Nevertheless, Google has made mistakes in the marketing and release of Google Glass. Looking at the product development and failures, there are various useful recommendations that can help improve the product, as highlighted below.
Google could not have released this product earlier. By hurriedly releasing an unfinished product, the company suffered a setback of failure in the market. Google attached itself to severe technological problems after releasing a prototype that contained more problems. The company could have obtained positive feedback from the public after it had released a developed product.
The release of Google Glass could have been less exclusive. Even though exclusivity brought more glamour. Through not releasing the product to the public, people reduced the amount of excitement they had to the product as they view the product as an equipment that is not used by normal people. Even though exclusivity is capable of creating a false sense of the value of the value of the product, Google took a long length that damaged the image of the product.
Google needs to produce a product that will be unique and fills the needs of people, given the fact that the company has not yet given up on the project. The next version that will be released to the public should be familiar with issues that customers wanted to see in the failed project. Instead of focusing on camera and video capabilities, the company should focus on connectedness that comes between camera and video capabilities.
Conclusion
Even though the initial prototype of Google Glass failed in the market, there are high chances that the new product that will be released by the company will be a success. If the company decides to focus on vital issues that made the first product fail and in the process deliver advanced and finished products, then Google has more chances of being a success in the wearable device sector. Google has to ensure that it re-markets this product as this will be one of the ways of increasing the success of Google Glass. For the company to ensure that it reaches its target market, then it has to outline the benefits that the product will have in the life of its users and how more connections are likely to be increased through this product. Generally, Google Glass has a lot of potential and opportunities in the market due to the strong brand of its parent company Google. What remains is whether the future success of the product will take the world by storm.
Discussion
There is no doubt that Google Glass has various possibilities. There is little information on the next model that will be released by Google. The limitation of this study is the fact that people have not been able to see what the company has for them behind the scenes. Additionally, this study has demonstrated the efforts that Google goes through to ensure that technology improves our lives. When Google Glass was initially released, it had many issues, but the company handled all the issues and led the product (Google Glass) to the path it is now. For Google Glass to acquire a huge market size and more customers, there is a need for the company to look for effective product strategy and stronger marketing campaigns that will make the product be a stronger player in the wearable device sector.