Google Glass

COMM 101

Section 103

Individual Assignment #3 – Google Glass

Main issues of Google Glass

Google glass is a revolutionizing invention of wearables, a line of hands-free, head-mounted intelligent devices of Google team that was released in 2013, however failed because of various reasons. Some of them include marketing strategy and simply misunderstanding what the device is capable of and what problems does it solve. The gadget is undoubtedly innovative and can have different positive and beneficial impact for society, unfortunately, some of the social stratums interpreted Google Glass as a fashion complement to their look. Glass is awesome opportunity that can not be lost, as it has a huge potential for the business. Google Glass can raise huge profit for the company as well as contribute to society. In the meantime, Google’s choices in marketing and distributing its new product get to the heart of the tension between new opportunities and existing strategy.

Google Glass has already had a poor experience with audience, as every inventive gadget needs to be implemented in life in its own time. Undoubtedly, no one would appreciate the invention if it appears on the market too early or too late. The identical situation occurs with the target audience. One of the main problems with the way critics view Glass is that consumers have tried wearing it in the wrong place — in public, in restaurants— and have been astonished when it has not shown any positive appreciation. Ultimately, the Google Glass was destined to fail because it makes people feel uncomfortable, glass annoyed other people largely because of its lack of utility.

Analysis

 In this business consumers will save Google Glass from itself. People adapt, technology evolves. From Business Model Canvas it is seen that pretty much every company on the planet from home services to healthcare has a reason to use Glass. Google Glass represents a step change in technical innovation, wearable technology, and the convergence of personal devices in the workplace. The device may be more practical for workers who need access to data, schematics, maps, or video capture while using both hands for doing actual work.  

Security industry will benefit instantly from Google Glass: every police department, every private security firm, every military unit, every nightclub bouncer crew could use Google Glass and an always-on video recording function.

Moreover, Google Glass can make a significant change in the healthcare industry. Revolutionize the way hospitals and clinics provide their services. A whole new way for doctors to quickly get the information they need when they require it most. The healthcare applications of Glass are wide-ranging, insightful and impactful, from enabling hands-free real-time access to clinical and patient information, to the transmission of point of view audio and video for surgical research and educational purposes. Glass could provide an open canvas for application developers to shape the future healthcare landscape, and be one of the emerging wearables transforming healthcare.

Initial strategy will also focus on such customer segments as innovators and early adopters which will help to develop a base and create a value. Google’s generic strategy, based on Porter’s model, is differentiation. A differentiation strategy requires the development of a product unique attributes as well as a broad market scope. Google Glass can offer its product to practically every enterprise around the world. However, the generic strategy of differentiation also involves developing certain unique capabilities that make the business competitive. As it is seen from the SWOT analysis Google Glass sets itself apart from competitors through the uniqueness of this product. A corresponding strategic objective as well as opportunity is to continue improving existing products. In this way, Google will be able to keep its competitive advantage in using the differentiation generic strategy in the face of competition from other technology firms. Google’s generic strategy of differentiation, based on Porter’s model, contributes to the company’s leadership in the market.