Many may not know, but I led a research effort into the viability of consumer adoption of wearable computers for my master’s thesis. This means that I find the news around Google Glass really interesting.
In general, while at Georgetown University’s CCT program I was focused on creating a thesis topic that allowed me to:
- Demonstrate that I knew how to execute marketing using technology (online marketing), and
- That I had an understanding of market technology products.
It’s that second focus that let me to research wearable computers
At the time, I wanted to pick a technology product that was being sold to consumers in the earliest stages, but for which consumers would not be able to feel an urgent need for the benefits that the technology provided. I wanted to pick something so far out and weird that consumers would have a hard time grasping how they could use the technology.
My Study of Xybernaut’s Poma – the first Consumer Wearable Computer
The year was 2003, and the only wearable computer product that was marketed to consumers was the Xybernaut product.
It was build (and was being used) in the military and in industrial environments, but the company had piloted a program in Japan with the product and wanted to sell it in the US.
The company had not done any US consumer research related to the use of its product, and since it was having issues selling the product in the US, they gave me one of their $3,000 units to test in focus groups and in a daily use trial.
You can read the results of my research here in my executive summary, or look at the entire thesis (which also looked at the growth of wireless networks here in the US – which back in 2003 was major impediment to adoption).
Never during my years geeking out about wearable computers, did I think that Google would be the next wearable computer with its Google Glass product.
The Top 5 Issues that will hold consumers back from purchasing wearable computers:
Based on my research, there were a few substantial issues that limited consumer’s interest in purchasing wearable computers:
1. The look of the heads up display (the glasses):
The Poma product (as you can see on the left) had a horrible heads up display. Google is certain putting the right emphasis on the look of the heads up display by working with Warby Parker to develop a design that we’d actually want to wear. I got a chance back in the day to try MicroOptical’s heads up displays (the company is now folded I believe) and their displays looked more like regular eye glasses.
2. The user interface
The other issue that I uncovered with my research was the user interface issues that the Poma had, but considering Google Glass is not running a Windows interface in front of your eyes, I think that’s not an issue in this case. Can you imagine trying to navigate drop down menus on a screen in front of you with a joystick type device while walking? Believe me, it was comical. The enhancements in voice recognition solve that problem.
3. Pervasive wireless data connection to connect to the internet
Now not an issue in most places, but in 2003 it was difficult to find wifi or mobile wireless data networks that would let you use most of the apps you’d like to use with a wearable device.
4. Just in time apps that made your life easier
The focus group I ran was focused on a device that could be an all in one communications device (keep in mind that back in 2003 there were not the smartphones of today on the market). The focus group also brainstormed a variety of apps that they would fine useful and would drive them to find value in a wearable computer. One of the apps was the ability to be delivered a sales message or coupon for a store you’re about to walk by. Ironically, Google has announced that they will not be adding advertising to the glasses. I find this interesting.
Most of what the Google Glass ads have been focused on are easily taking photos and videos of the world around you – creating record-able memories. Considering Google just hired Ray Kurweil as their Chief of Engineering, an expert on artificial intelligence, and one that has previously wrote about using computers to preserve memories, I’m not surprised.
You can see what people who are wearing Google Glass will see from the interface in the video below:
5. Emotional concern over being always connected
If you’ve seen this Portlandia episode, you know what the folks in the focus group were talking about.
It’s an interesting philosophical question – will be even more disconnected from our fellow human being if we have a computer interface in front of our eyes for most of the day? The only research we have is anecdotal from Steven Mann (the inventor of wearable computers) who had trouble boarding an airplane when they removed his always on wearable computer that he had been wearing for years.
Why is Google getting into the wearable computers business?
My opinion? Data.
Google has been running studies to learn about what we are thinking about without searching and they are frankly trying to get into our heads so that we use Google all of the time for the storage and retrieval of data.
If we all adopt Google Glass (or if only a few of us do) they could launch a huge real life eye tracking experiment by seeing what we see, what object capture our attention and then store that data to use to personalize our results even more.
Conspiracy theory? Hard to say, but with Ray Kurzweil on board, I think anything is possible.