Wearables In search of a mass use case Kevin McCullagh 21 May 2015
Product strategy
1989
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£1,765
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Personal Area Network
Multi-part devices
IoT
On person
In bag/ pocket
In/on vehicle
At home /work
Utility
Safety & security
Productivity
Well-being
Performance
Entertainment
Creativity
Circles of hype Big Data
IoT
Wearables
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 sizeable niches
Hurdles
Mass use case Fashion faux pas Tech isn’t ready yet Substitution
Section
Activity Title 1 line tracking is not enough
Slide 22
Section
Title 1 line Ditched devices
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‘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
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Philip Elmer-DeWitt, ‘Who wants a fitness band?’, 8 January 2015, fortune.com
‘ Fitness apps don’t improve health ... untested and unscientific’ Dr Des Spence, ‘Can healthy people benefit from health apps?’ BMJ, 14 April 2015
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Slide 27
The mass Title 1 line 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
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Title Or completely 1 line new
Foxtel Alert Shirt
Hurdles
Mass use case
Fashion faux pas Tech isn’t ready yet Substitution
Section
Title 1 line Fashion SKUs
Mykita Shop Tokyo
Slide 32
Purple, A Locket for the 21st Century, Artefact
Altruis Cleopatra Ring - Platinum
Ringly
Hearing aids
GN ReSound ‘ReSound Alera’
Hurdles
Mass use case Fashion faux pas
Tech isn’t ready yet Substitution
Guesstimation activity 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
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Title 1 Intel Curie line Low-power 32-bit microcontroller Bluetooth Low Energy radio Six-axis sensor 384kB flash memory
Announced at CES15
Energy harvesting
Hurdles
Mass use case Fashion faux pas Tech isn’t ready yet
Substitution
Moves fitness app
Fixed IoT
Hello Sense sleep monitor
Withings Smart Body Analyzer
Kickables
Adidas Smart Ball
Will wearables mainstream?
A useful category?
Wearables
Sport/Fitness
Health
Communication
Audio
Security/tracking
Payment
Visibility
Hype cycle
Peak of inflated Expectations
Plateau of productivity
Slope of enlightenment
Trough of disillusionment Technology trigger Time Source: Gartner
Visibility
Hype cycle
Peak of inflated Expectations
Plateau of productivity
Slope of enlightenment
Trough of disillusionment Technology trigger
Ravine of demise
Valley of oblivion Time
Source: Gartner
Tech is not inevitable
‘ as big a deal as the PC’ Steve Jobs
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Title Dash The 1 line Wireless in-ear headphones 4GB MP3 player Microphone Bluetooth headset Fitness tracker Heartrate monitor 1,000 songs in your ears
Due to ship September 2015
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LG Audi Smartwatch with Open webOS
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Title 1 line Smart straps?
Montblanc Timewalker urban speed e-strap watch
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Scale via platforms and partnerships
Scale via platforms and partnerships
Comoditisation
Xiaomi Mi Band (£8)
£8
Device + Compelling IP
Device + Compelling IP Device + Lux brand
Device + Compelling IP Device + Lux brand Device + Service
whatthefuckismywearablestrategy.com
We join the dots
@kevinmccull www.plan.bz