Google Glass: General Description Of The Product And Marketing Plan

Today’s smart glasses are similar to the first versions of smartphones. But technological development is exponential and smart glasses will soon be mainstream. However, not as widely adopted as smartphones. Google Glass is an icebreaker product and other products are following in the slipstream. There are already many different competitors on the market, who are trying to enter the market on a prototype level of wearable technology, especially smart glass. All the big IT companies and many startups are already producing or have patents for new products. Early adopters will start using smart glasses in three years and the early majority in five to seven years.

Google is a very innovative company. We are always trying to find a way to improve our products and services to meet the needs of technology.

Google’s mission is to have the global information accessible by anyone in the world. The innovative way to access information though Google glass is a priority for Google. ‘Google Wants to Solve Big Problems’ According to Sundar Pichai CEO and after the detailed analysis of the specific options we have to take, regarding Glass v.2.0 with the best engineers in the world and nearly unlimited resources, Google finally decided to choose the option to relaunch the Google Glass v. 2.0 to the consumers’ market before their competitors.

Purpose of the Marketing Plan

This plan was created to determine how successful Google Glass will be when it is relaunched the second version of the Glass.

The information contained in this plat will help us to define production and pricing methods. It will also help to choose which promotional strategies will be utilized. It will show the potential the product it has, where it will be sold, how the product will be received, as well as any competition the product may have.

General Description of the product

Google Glass is a new type of eyewear. They have the same basic design as eyeglasses but provide additional technological features. Google Glass has a lightweight yet strong frame, featuring a small screen that allows the user to access information and applications. This product has a va1iety of colours to choose from including charcoal, tangerine, shale, cotton and sky. The power horse of the Glass is a Texas Instruments OMAP 4430 processor, supported by 2GB of SDRAM, 16GB of NAND flash, a WiFi/Bluetooth module, and a 5 Megapixel camera. Power is provided by 570 mAh Li-Polymer battery

Features Offered

Google Glass is packed with Wifi, GPS, speakers, a microphone, a camera for taking both pictures and videos and a touchpad. It could also possibly include a gyroscope that detects head tilts. Custon1ers will be able to access anything on the internet, including email. Glass also has Bluetooth capability for use in making and receiving voice calls. Users have the opportunity to access maps and translators, perfect for those travelling.

Identify Planned Changes

We are planning to add several new features to Google Glass. They will make the design more stylish and less noticeable on the face. Google Glass will most likely control entire market share for technology eyewear, at least until more major competitors like Apple and Microsoft develop and release their own products. When Google Glass is released to the general pt1blic, it could have the potential to be Google’s most valuable consumer product, as it is the first product of its kind that is available to everyone. The product needs to make the consumer lives better and easier.

Updates include:

• The product can be used with prescription lenses.
• Extended battery life.
• A better-quality camera.
• A faster processor
• Higher security.
• A red light showing when glasses are recording
• We chose to update Glass’s design with a mono earbud to stereo, because music capability is a feature that potential customers are seeking and will utilize on a daily basis. The ear buds are lightweight and uniquely engineered to deliver crisp, full-range audio while still letting the user hear their soundings. They will be available in a range of colors.
• We are planning to changing the design of Google Glass to make it less noticeable and more fashionable. The glasses would also be used as a GPS while driving without distracting the driver.
• The glasses will be build with better chips and components, that could make the new version of Glass lighter, more energy-efficient and potentially less expensive.

Target Market Approach

Our strategy for Google glass v2.0 is to introduce it to smaller, single markets.

It’s important for revolutionary products like this to launch gradually, starting in one or two small test markets first, a different approach compared to the usual Google goal to aim at the mass market. After a debate of how and where to launch the new Glass, we finally came up with a solution. We are first launching the product at Japan’s market. Japan has a severe history of technological change throughout the years and the population has access to the most advanced technology. So, we would like to release the product first locally, in counties that are technologically advanced and would easier accept product like this. Since the first version was not a success, we have to make sure that the second version has much better hardware and better features when introduced to the customers. It has to be the latest innovation in the wearable technology introduced at the right time and place. We have learned our lesson from the failure of the first version. There was a lot of publicity and media hype but the released ‘beta’ product did not meet the consumers expectations. On the other hand, we couldn’t catch up with the technology back in 2013. We were actually rushing to release the product, before it was absolutely finished. Of course, the price was very expensive, and back then, that high price strategy didn’t work. Moreover, we launched the first Glass globally and that was our mistake. We weren’t ready for that!

As a tech company, Google has to adapt their new products with the advances in the technology. Building a new product is a constant process of testing, failures and learning. This is specifically true for a challenging product as Google Glass.

Demographics

The demographics of those who would potentially buy Google Glass includes upper and middle-class residents of the developed countries. Google Glass attracts males aged 16 to 30 working in a technology related field, or have interest in computers. People who are interested with the newest technology are more likely to buy this product, as well as people that have disposable income.

Market Need/Benefits

Google Glass would provide its users with easier access to the internet, hands-free communication, taking pictures, recording videos, and accessing global information. The main benefit Glass brings to the market is that it brings individuals closer to technology and to each other, by making it easier to communicate and access the internet.

People would prioritize using Google Glass when they need a GPS navigation, because it shows all the information and directions in front of their face.

The user can simply talk to the device they are wearing. The user can constantly monitor and even observe alerts without even appealing to drift out of the conversation they are in. The product provides a better tool for mobility and constant multitasking, and it is also sparking the introduction of a whole new generation of competitive devices from competing glasses to watches and wearable computer clothing.

Market Size Estimates

This type of eyewear technology is very new to the market, especially in the case of the average consumer. The cutting-edge technology will be attractive to those who desire to take a step forward towards the future of technology. In the next few years, there will most likely be a solid market for the sale of smart glasses.

In 2013, BI Intelligence wrongly predicted that ‘about 22 million glasses will be sold on the world market by 2018’. Research from BI concludes that, today, ‘53% would not feel comfortable using smart glasses when talking to other people, leaving 28% who actually do not feel that way’. Google competitors, such as Microsoft and Apple are also having plans to enter the market of augmented reality, which is believed to be a major growth area for technology. These devices are expected to generate more than ‘US $20 million in revenue by 2022’, according to Statista.com market research.

We accept an approximate estimate of 28 percent, as the eventual target buyers are very loyal to these types of products. In the future, the growth rate of Google Glass sales is expected to increase when new versions of the product are released. We believe our product will be better and cheaper than the competitors’ products. The target market assumes that Google Glass will be ”the next big thing’ in technology and is looking forward to this kind of eyewear becoming more popular, as it has the potential to bring people closer to technology than ever before.

Purchasing process:

Our strategy for selling the second version of the Glass is to use different channels, partners and stores. We are planning to open a dedicated showroom in Tokyo, called Akihabara, where the Glass v.2 will be displayed and where people will be able to test it buy it. According to Wikipedia ‘Nowadays, Akihabara is considered to be an otaku cultural center and a shopping district for video games, anime, manga, and computer goods. Icons from popular anime and manga are displayed prominently on the shops in the area, and numerous maid cafée are found throughout the district. It is considered one of the best neighborhoods in Tokyo.’

Another distribution channel would be the biggest technology retail shops, like Yodobashi-Akiba, BIC CAMERA, Ikebukuro and Edion AKIBA, where all the latest tech gadgets are being displayed and sold.

Marketing strategy and Promotion stage:

Google is extremely well known with a strong marketing department. We are planning to have an aggressive marketing campaign and to increase our expenses like R&D and marketing, comparable with the Google Glass v1.0

Google glass will be sharing stand with the most unique and innovative technology products. Public campaigns such as guerrilla marketing and public shows inside malls, will help Google Glass to gain more brand recognition for the product. Social media is another campaign advertising arena.

Creating videos in YouTube’s and Facebook and making it viral will be a must in our marketing strategy. We are planning to participate in a special advertising campaign in technology exhibitions, where people will be able to examine and test the product. The visitors would see if the product meets their expectations, try the available features and least but not last the price and where to buy. This could help Glass to gain more customers and brand value. Our experienced advisors will be there to promote the Glass v2.0 and to educate the consumers about the product and the functions. This will help to create an initial customers awareness of Google glass using it in their daily life.

Customers would be able to wear them and experience the newest technology gadget. People, looking for unique tech products, must be convinced that Google glass will be the perfect tool for their life style. We will provide our first-time buyers with small gifts, which will be included with the purchase. Product related paid articles will be published in the magazines which are specifically for the target markets such as tech, travel and lifestyle magazines, business journals etc.

Promotion through print media and soft media advertising is the second way to achieve high level of awareness to the public. Our strategy to promote Google Glass v2.0 is to hire a tech influencer and travel vlogger, who will be part of our marketing campaign.