Wearables in search of a mass use case

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

Section

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

Section

Slide 28

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

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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

Section

Slide 42

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

Section

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

Section

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