Google Glass Project free essay sample

Will Google, Inc. ’s Google glasses be successful in the market of the new headphone technical field? On June 28, Google unveiled its Project Glass demo at Google I/O in San Francisco. The attendees watched a real-time video taken by the Google’s Project Glasses that were worn by a group of skydivers who jumped from an airplane. This glass will lead people into a new generation of high-tech products. However, how can Google make a successful release for Google glasses? This will be related to the fate of the entire Google company. Google is one of the best companies in the world now. By providing the most popular and powerful search engines and bringing the market various innovative products, it has achieved a huge amount of loyal users. Most of these users are willing to seek information, gain knowledge, and be well acquainted with all that revolves around the environment they live in, which makes them potential buyers or at least followers of the new Project Glass. Besides, Google’s numerous and diversified products, such as Android, Google+, Google Map, Google Talk, Chrome and Gmail, they can all be integrated with Project Glass and form a complete system for users. On the other hand, a wearable computer (or smartphone) is a totally new market, so as the first company to step in, it is easy for Google to establish its leading position in this industry. In order for Google glasses to be successful in the technological market, the glasses need to be safe, perfected, and advertised well. Firstly, Google glass is a special product as navigation tool. On October 31st, there was news about illegally wearing Google glasses while driving by a CNN report. After this report, Google had to prove its products are suitable for driving. According to media reports from CNN, a woman named Cecilia Abadie recently posted a traffic ticket through the social networking sites. The first charge is a ticket for speeding, the second charge is â€Å"the driver is using a visual display screen during one’s driving,† that is because of her Google Glass (2013). The police think she is not safe while driving with Google glasses. According to Kelly (2013), â€Å"The California law cited in Abadies case is meant to prevent people from watching television while driving. V C 27602 prohibits televisions and similar monitors from being turned on and facing the driver. There are exceptions for GPS and mapping tools and screens that display camera feeds to help the driver navigate. If a device has a safety feature that limits its display to approved uses while driving, it can be allowed† (CNN, 2013) Earlier this year, the U. S. lawmakers proposed to amend the traffic safety rules to prohibit the wearable display device used in the car, but the bill has not passed yet. Therefore, driving with Google Glass is legitimate or not is still inconclusive. In this regard, Abadie said the United States government has not defined the law very clearly because the glasses are less likely than the GPS navigation function or a smartphone to distract drivers. She also said she did not use Google Glass anymore before she was stopped by the police, and she would â€Å"appeal† this case. Driving while wearing Google Glass is one of the most special functions for Google Glass. Consumers will not purchase a product that may cause wearers to get traffic tickets. People want something legal to use. If Google Glass is illegal for driving, Google will lose plenty of Google Glass buyers. People need Google to prove to the government and the public that Google Glass can be allowed on the road and safe for driving. Kelly stated, â€Å"There are a lot of people who think navigating with Google Glass is safer than the other navigation devices. Glass fans defended the technology in comments on Abadies post, saying that a voice-activated screen close to the eye could actually be safer than trying to check a smartphone or other monitor while driving† (CNN, 2013). Even people think Google Glass is safe for using, Google company still should prove their new product to the U. S. government. â€Å"Glass is far safer than any other means of information delivery. It is out of your view and not distracting,† said Aaron Kasten (as cited by Kelly, 2013). Secondly, wearing electronic product is not ready for people to use. The main reason people like to buy Google glasses is because people feel curious about a headphone. Google has already designed many generations of the Google Glass. So, Google has to make their products more and more prefect, and then Google can win the headphone market. Google. Inc. is a very strong and large company. Precisely because Google has not been making products, it will not necessarily be good at the high-tech product developing area. In this area, Apple, Nokia and Samsung, are the most experienced three companies for developing the high-tech products in the world. â€Å"Even we just released iPhone 5s now, our group has already focus on researching iPhone 6 or iPhone 7,† said Philip W. Schiller who is a marketing manager in Apple. Inc. (2013, para. #4). When these companies release a new product to the market, the technology of the second generation or third generation product has been studied very maturely. The Google company is famous and good at web researching. In early of 2013, Google acquired Motorola Mobile Phone Company. Google is not good at these high-tech research and development of hardware products. As becoming from a network enterprise into a productive enterprise, Google is inexperienced about new high-tech production. To be able to develop better products and has a broad market, the entire thing Google to do is establishing an evolving plan; Google should have studied Google Glass 2 or more already. Thirdly, the marketing plan that Google already did was not suitable for a new high-tech product at the beginning of its marketing strategy. Google can learn something from Apple, and change their marketing plan as Apple did. Most of Google’s products are operation systems, software and online services. It seldom produces hardware. So whether they can successfully make a qualified new-generation device is uncertain. Besides, due to technology reasons, the price of Project Glass must be very high (the version that is available to developers in 2013 will cost 1500 dollars. ) That can be the most important reason that keeps consumers from buying it. At the same time, being the first one also means lack of information and feedback from the market. If some unexpected problems happen and people are left with a bad first impression, it is difficult for Project Glass’ development. Now Google’s approach is that they told the world they are going to develop a Google glass, and asking whether people like the glass or not. According to the latest survey by Medill School of Journalism at Northwestern University, the most people expressed no interest in buying Google Glass. At the same time, many media companies have published a negative perception about Google glass. Google should be more confident about its products and ideas even if it is the first step to this new market. Creating a mysterious atmosphere to consumers before the product is released will achieve better sales just like Apple did when the iPhone came out. If Google had not told people about the invention of the Google Glass until the launch, and people only heard some rumors about Google glass unofficially, then people might have looked forward to this as a cross-culture product. Consumers might not have given too much negative reactions because Google had not released any information about the new product. Once the product is released, Google Glass will achieve successful sales because of the curiosity from consumers. Google now is testing products to consumers at a very high price. It is a good way to take suggestions from the buyers to develop better products for Google. However, this is not a good way of marketing. A high-tech product cannot be perfect during the first generation. It needs to constantly be updated again and again. The key to the success of the first generation for the high-tech products, such as Google glass is not how good it is, but how special it is. In order for a better innovation, Google definitely can do the review after releasing the first generation of Google glass. It is expensive to publicize a product before it is released to the public, but this is a good way to profit in the long run. Apple is a great case. Nobody knew Apple would sell smartphones before the first iPhone was released in 2006. At that time, the smartphone was a new technological idea. Apple became the biggest seller of smartphones in the world since they made an iPhone. As people know, the first iPhone is not the best smartphone, but it sold successfully. The important thing is that Apple sold not just a smartphone, but a special Apple idea. Due to this successful case, Google can do the same thing in the headphone field. Apple Inc. may release an Apple iWatch in a few years. However, Apple did not accept this hearsay through any official channels because people cannot buy any testing iWatch products from Apple. A questionnaire on their website asks â€Å"given the decision between purchasing a smart watch or smart glasses, which would people buy? † Enewcomer (2013) analyzed â€Å"Thirty-eight percent of those surveyed opted for smart watches compared with 10% for smart glasses, according to a survey we commissioned of 417 Americans on SurveyMonkey Audience. Forty-five percent chose neither, while 6% chose both† (para, 4). The result shows most people would love to buy a smart watch not a smart glass, such as Google Glass. Why? People don’t know about how good the smart watch will be, but they already know how insignificant the smart glass was. So, it will be better for Google to release the new product directly not as a testing product with a high price before marketing the next generation of Google Glass. In conclusion, Google has to make Google glasses legal and safe, perfected and more perfect, and distribute it accurately. Google Glasses is a good idea because people may want to wear a smartphone. This allows human technology life to step into a new era. Google Glass is a good example of technology changing lives.