The paper "Google Glass Innovation - Concept and Vision" is an outstanding example of a marketing case study. Basadur & Gelade (2006, p. 47) claim in awake of that competition, innovation is recognized as a driver of change and success in every sector of the economy. Moultrie & Young (2009, p. 300) claim the societal needs and doing things the same way cannot be used to attract customers. Owing to this, organizations have to reinforce or inculcate innovation culture within their system and differentiate products and make them more appealing (Thomas, John & Joseph, 2010).
Google Inc has made its latest innovation Google Glass. Therefore, this report will assess market opportunity available for Google Glass Innovation. The aim will be achieved through evaluating the concept and vision of the innovation, carrying out market analysis, customers and customer development, discussing competition and positioning, business model and Go-to-Market Philosophy and identifying present opportunities in the market. Figure 1: Google Glass 2.0 Concept and Vision With the emergence of sophisticated smartphones, computers have moved from the desktops into people’ s pockets (Albanesius, 2012). Today, technology company Google is considering that technology consumers will welcome the new idea of putting on technology devices on their faces which can be regarded as Internet-connected eyewear.
This latest device created by Google Company referred to as Glass and takes the shape sunglasses without the lenses. The latest models have the shape of swimming goggles having cellphones mounted on them. A computer which provides power to the Glass is connected to the glasses frame arm, which has a microphone, a front camera and a touchpad. Wi-Fi or Bluetooth link on the smartphone is used to connect the Glass to the Internet (Mann, 2012, p. 10).
What makes the current model better is that it is slim and weighs similarly to sunglasses. Various factors inspired the Google Company to develop the glass including providing a platform for teaching online classes, to be worn during firefighting exercise, can be used in driverless cars and in the medical field in carrying of lab research (Coldewey, 2013). Some organizations have since integrated Google Glass within their systems and continue to successfully operate with it. On the other hand, numerous companies are currently testing the device to see its effectiveness.
For instance, Virgin Atlantic Airlines Company tested the Glass for a period of six weeks and received a positive review from customers (Glauser, 2013, p. 1). The Google Company assured its consumers that they are developing a locking system which will secure the device. 3.0 Market Analysis For technology-savvy consumers, Google glass can just become the next big thing in the technology industry. In fact, new market research on Google Glass sales claims that workforce who applies wearable device indicate 8.5 improvements and efficiency at work, including a 3.56 improvement in the job satisfaction (Mann, 2012, p. 11).
For operations managers, the recent technology advancements become a natural evolution to apply wearable within the organization. The Glass project was first introduced in 2011 and released to the public for testing in 2013 at an expensive price worth $1500 (Naughton, 2013). Google has already launched Glass Development kit which the company believes can establish itself in particular specialized niches and progressively become a major product. With this product, early adopters have been able to use it for scientific exploration, photography and medical training.
Google Company considers Google Glass will be able to capture a bigger market share of the technology industry and is projected to be worth $16 billion by 2018 in the US (Naughton, 2013). The first sales as of this wearable hit 200,000 in early 2013 and rose to 1.65 million in late 2013; this represents an increase of 700 percent. Research conducted by Canalys projects that its products will hit 8 million yearly exports in 2014, rising to over 21 million unit sales by 2018 (see figure 2) (Rhodan, 2014).
Rhodan (2014) went ahead to state that other companies that have predicted the growth are Deloitte which anticipate robust customer demand for these smart glasses and worldwide embracement reaching “ exceeding 80 million by 2020.
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