THE STATE OF WEARABLES презентация

WHY ARE YOU WEARING THAT? It’s a complicated market. How can we learn from previous failures? How can marketers capitalise?

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THE STATE OF WEARABLES
Scott Eggertsen


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WHY ARE YOU WEARING THAT?
It’s a complicated market.
How can we learn

from previous failures?
How can marketers capitalise?



Слайд 5
In 2019, 245 million wearable devices will be sold (CCS)
The term

fails to explain the complexity of the market


WHAT’S THE LATEST?


Слайд 6TO THE ODD

FROM NOVELTY


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TO THE ODD


Слайд 8TO THE ODD

TO PETS


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SO MUCH HYPE…
Yet to be delivered
We’re still at the very

early stages of development and adoption.
Entry level prices remain high.




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2014 ‘THE YEAR OF THE WEARABLE’


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THE WORLD WASN’T QUITE READY
It wasn’t clear to the customer what

problem it solved.
The ‘next cool thing’ is not enough to gain enough adoption.


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THE GENERIC PUBLIC WEREN’T ACCEPTING OF ‘GLASSHOLES’.


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2015 ‘THE YEAR OF THE WEARABLE’


Слайд 14OFFERING A BLEND OF FASHION AND TECHNOLOGY


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Fuel bands, health trackers
Researchers estimate steep regression of fitness band market

share

ADVANCEMENTS IN HEALTH AND FITNESS


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THE YEAR OF THE WEARABLE…AGAIN


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In what remains relatively untapped.
Wearable adoption is greater than tablet adoption

in its adolescence


Is the popularity set to grow exponentially?


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WHAT DOES THAT MEAN FOR BRANDS AND MARKETERS?


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Provide contextual information and location, location, location.
Cater for multi device use






PROVIDE

CONTEXT

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Beyond the ‘marketing as interruption’





PROVIDE UTILITY


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Glanceable content that allows users to get snapshots of ‘infotainment’






BE INFORMATIVE

OR ENTERTAINING

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The consumer is in control.
The minute their personal space has been

threatened, they’re going to take off the device.
The challenge is dealing with such a small screen.






DON’T BE INTRUSIVE!


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The power of being at the forefront
A value-add experience is absolutely

necessary
Be clever with your approach

TAKEAWAYS


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