Google Glass, which will most likely be the first product to hit the wearable-computer market has created quite-a-buzz, not all of which is positive. Tech analysts are divided over how successful Google Glass would actually be.
This big-hype isn't surprising and the timing can't be more perfect. The Smart Phone era seems to be nearing its end as new phones offer marginal improvements over existing technology and consumers are demanding new innovations. These hypotheses are strengthened by the latest the global mobile sales data for first quarter for 2013, which reported marginal sales growth (0.7%) with Asian markets - where a significant untapped market still exists - accounting for nearly 50% of the sales.
Let's start with the product manufacturing - Google recently announced that Google Glass will be manufactured by FoxConn in U.S. and not China. This move has sent mixed signals about where the pricing is likely to be. This is not the first time that Google has decided to move manufacturing to the US. Not too long ago, Google had decided to manufacture Nexus Q home entertainment device in US. The argument at the time was that speed was more important than cost, and since Nexus Q was not expected to sell in high numbers, the move made sense. So if the same logic holds and given significantly higher cost of manufacturing in the US, Google might not be expecting to sell Google Glass in high numbers, which indicates that the Google might be targeting a smaller market and the pricing might hover around the $1500 mark as some analyst have predicted.
On the other hand, If Google were to go for the mass market, Google Glass has to be priced around $500. In such a scenario, production in China may make more sense as far as costs are concerned, however, safeguarding intellectual property by manufacturing in the U.S. and quickly responding to match consumer needs - i.e. speed - may also be a key considerations. FoxConn, which is a trusted partner for many technology companies has significant experience in mass manufacturing, which signals that Google Glass may be marketed as a mass-market product. It is possible that initially Google might opt to ration Google Glass by making it available in small batches to retailers and gradually moving production to China as bugs in Google Glass are fully ironed out.
On the software side, ecosystem that Google builds around Glass will be critical to its success. Similar to the razor blade model that was pioneered by Apple for its IPhone, Google is likely to get users to pay for premium applications, while certain basic applications may be available for free. Long term success of glass will be highly dependent on type of applications available to Glass owners.
A research firm estimated adoption of Google Glass at around 10 million between 2012 and 2016 in an optimistic scenario and at around 1 million in a more pessimistic scenario. I am not surprised by the huge variability in the estimates, especially because of lack of clarity on pricing and likely adoption rate
The lack of clarity on adoption rate is because of two reasons - 1st - the privacy concerns that the Google
Glass is likey to raise. A mass-adoption or negative incidents may lead to regulatory changes, which may deter further adoption and thus, adoption estimates. 2nd - competitive response - first the competitors aren't limited to technology firms such as Sony, Apple, Microsoft and Samsung that are likely to introduce wearable computer-watches but also companies that provide other alternatives such as wearable cameras - GoPro Hero or Recon MOD. Market for wearable cameras was estimated at $200MM in 2012. How will these competitors innovate to match Glass is yet to be seen.
Personally, I am very bullish on Google Glass. It's an exciting product. It's not perfect yet, but it has great potential and to make my case for a high-adoption rate, I offer the following 2 pictures taken at St. Peter's Square in 2005 and 2013
This big-hype isn't surprising and the timing can't be more perfect. The Smart Phone era seems to be nearing its end as new phones offer marginal improvements over existing technology and consumers are demanding new innovations. These hypotheses are strengthened by the latest the global mobile sales data for first quarter for 2013, which reported marginal sales growth (0.7%) with Asian markets - where a significant untapped market still exists - accounting for nearly 50% of the sales.
Let's start with the product manufacturing - Google recently announced that Google Glass will be manufactured by FoxConn in U.S. and not China. This move has sent mixed signals about where the pricing is likely to be. This is not the first time that Google has decided to move manufacturing to the US. Not too long ago, Google had decided to manufacture Nexus Q home entertainment device in US. The argument at the time was that speed was more important than cost, and since Nexus Q was not expected to sell in high numbers, the move made sense. So if the same logic holds and given significantly higher cost of manufacturing in the US, Google might not be expecting to sell Google Glass in high numbers, which indicates that the Google might be targeting a smaller market and the pricing might hover around the $1500 mark as some analyst have predicted.
On the other hand, If Google were to go for the mass market, Google Glass has to be priced around $500. In such a scenario, production in China may make more sense as far as costs are concerned, however, safeguarding intellectual property by manufacturing in the U.S. and quickly responding to match consumer needs - i.e. speed - may also be a key considerations. FoxConn, which is a trusted partner for many technology companies has significant experience in mass manufacturing, which signals that Google Glass may be marketed as a mass-market product. It is possible that initially Google might opt to ration Google Glass by making it available in small batches to retailers and gradually moving production to China as bugs in Google Glass are fully ironed out.
On the software side, ecosystem that Google builds around Glass will be critical to its success. Similar to the razor blade model that was pioneered by Apple for its IPhone, Google is likely to get users to pay for premium applications, while certain basic applications may be available for free. Long term success of glass will be highly dependent on type of applications available to Glass owners.
A research firm estimated adoption of Google Glass at around 10 million between 2012 and 2016 in an optimistic scenario and at around 1 million in a more pessimistic scenario. I am not surprised by the huge variability in the estimates, especially because of lack of clarity on pricing and likely adoption rate
The lack of clarity on adoption rate is because of two reasons - 1st - the privacy concerns that the Google
Glass is likey to raise. A mass-adoption or negative incidents may lead to regulatory changes, which may deter further adoption and thus, adoption estimates. 2nd - competitive response - first the competitors aren't limited to technology firms such as Sony, Apple, Microsoft and Samsung that are likely to introduce wearable computer-watches but also companies that provide other alternatives such as wearable cameras - GoPro Hero or Recon MOD. Market for wearable cameras was estimated at $200MM in 2012. How will these competitors innovate to match Glass is yet to be seen.
Personally, I am very bullish on Google Glass. It's an exciting product. It's not perfect yet, but it has great potential and to make my case for a high-adoption rate, I offer the following 2 pictures taken at St. Peter's Square in 2005 and 2013












