The absolute failure that it was
Have you been in the tech industry for a while? Even if you haven’t, I am sure you remember Google Glass. Back in the day, it was one of the most hyped technologies.
And post its release, it became one of the first products that came to mind when anyone talked about an innovative tech product that failed, quite miserably.
Is it coming back though?
Google Glass failed and how! But now, it is coming back. And so are many others.
Is the world ready for it? Perhaps! With the rise of IoT, it is possible.
Research shows that the global market size of the Internet of Things (IoT) is expected to reach a value of around USD 1,842 Billion by 2028, at a compound annual growth rate (CAGR) of about 24.5% during the forecast period 2021-2028.
The Glass fits right in if done right!
Why did it fail in the first place?
Well, there are many reasons behind the failure of Google Glass.
First, the target market was not validated.
Then, there was the issue with the solution being un-tested and truth is, the solution was something that no one at that time was looking for.
That was followed by concerns over safety and pricing!
As I said, the reasons were many.
For today, however, let’s see what lessons can be learned for those failures.
And let’s hope that the new Glass has done the same.
Learn from the failure
When Google Glass was launched, the creators assumed that the product would sell.
It did not.
If there is a product you seek to sell in the market, learn from Google Glass’s failure.
1. Have a well-defined target user
There was no clarity as to who the target user for Google Glass was.
Some said the wearable device was a fashionable accessory that could be worn all day long. Others thought it needed to be worn for specific utilitarian purposes.
The meeting point for both these groups was that they thought people would find the device ‘cool’ and wear it in public. And boy! Were they mistaken?
In real world, the target user (the one you want to pay for the technology) functions differently. Such a user would use the product that they want to solve a problem they want solved.
The target market for Google Glass was not validated. In the market that is exploding with innovation, let’s hope that they are clear on who the target user is this time around.
This stands true for the rest of us in the industry as well. In order to gauge the potential of the business, validate the target user and also the size of the target market.
Determine whether your product is reaching the right target user and if they are in numbers that justify the launch of any given product.
Call it customer validation, if you may. Learn about their habits, needs, problems, and perspectives and how your product fits with those. Doing so will help you find the right product-market fit so you can create business solutions that solve a problem for a genuine targeted user.
2. Have well-defined functions
The other reason behind Google Glass’s failure was a lack of clarity on why the product existed. Users could not figure out why they needed these glasses in their lives.
Google Glass had two main functions: to capture pictures very quickly and to run quick searches on the internet.
At that point in time, these weren’t the most practical features that people wanted.
For any product to succeed, there needs to be a demand for the problem that the product seeks to solve. You can’t first cram a product with all sorts of functions and then start looking for people who might be interested.
And as for Google Glass, forget the early adopters, even the engineers behind the product were not in agreement on how it should be used.
With your product, have clarity on the problems it solves and why people would need the features that your product offers.
3. Make quick iterations
Was Google Glass just a prototype or a finished product? This was a question many asked at that time.
The Google Glass got very little progress two years after its release. Users called it more a work-in-progress rather than a well-functioning-finished-product. The apps were sluggish and navigating the menus was frustrating.
The world of tech changes so quickly that by the time a new product is released, it is already behind the times. Iterations in product need to be rolled out quickly so that users can provide feedback and the makers can keep solving problems as they arise and as the needs evolve.
Rapid iteration benefits the implementation process to a large degree. It is faster and more cost-effective.
4. Focus on marketing
Google tried its best to monetize the wearable technology through Google Glass. It was a wearable computer that functioned as a hands-free smartphone and let users access mobile internet browser, camera, maps and many other apps by voice command.
Google Glass was originally advertised as experience augmentation. Then, it even tried to be ‘cool’ by being featured in Fashion Week. Nothing seemed to have gone well in the way it was marketed as a moon-shot project.
People value a brand only when they can find value with the identity.
Google Glass fell short in those regards. The uncertainty that loomed large overabout questions like: what the product was, who it was for, why was it made and whether it was safe wasn’t addressed in the way the product was marketed.
My advice for you is to focus the marketing and know what you are selling and whom you are selling to.
5. Address issues of safety and pricing
People were sceptical about using the Google Glass. Was it safe to use?
As per the description, Google Glass was expected to generate carcinogenic radiation close to our minds and eyes.
There was also the issue of privacy as people thought it could capture anything without the knowledge of the person being captured. Afterall, it had a built-in camera. It could be taking a photo or recording at any given time.
With the possibility of illegal filming looming large, there’s no wonder it was prohibited in many movie theatres and casinos.
And then there was the whole pricing issue. Even though it wasn’t sold in retail stores, it was sold to early adopters aka ‘Glass Explorers’ for a steep price of $1,500.
These early adopters were mostly tech geeks and journalists who did not really benefit from the features Google Glass provided. And what’s worse? These opinionated people who had an underwhelming experience with the product went ahead and made that known to the world through various channels. Let’s just say that the failure that came henceforth wasn’t really a surprise.
Key Takeaways
The Google Glass was released in 2013.
It is 2022 now.
Google is not the only player in the market. There are the likes of other tech giants like Apple, Microsoft and Meta—all ready to dip their toes.
While we’d have to see what fate has in store for them, learn from the failures of Google Glass and take these lessons to heart moving forth in your entrepreneurial journey:
- Have a well-defined target user
- Have well-defined functions
- Make quick iterations
- Focus on marketing
- Address issues of safety and pricing
If you need help in the process, remember that the partnership between Aerion Technologies and CRINNAC is the answer. We provide end-to-end services. Get in touch for a FREE CONSULTATION today!
