A Wearable Technology: Google Glass

Jia Xin 27583422

Context

The Introduction of Google Glass

User Experience

Technological Affordance

Marketing and Branding

The Introduction of Google Glass

Google glass is a wearable computer worn in

front of eyes.

The purpose is to provide a hands free way

for displaying of information to people.

Scheffel, J. and Kockesen, G. (2013) Wearable Web Technology: Google Glass

and the Mirror API. Available from: http://wiremagz.com/view/53957/ .

The Timeline of Google Glass

Pathkar, N. S. and Joshi, N. S. (2014) Google Glass: Project Glass. International Journal of Application or Innovation in Engineering & Management (IJAIEM) 3(10), pp. 31-35.

2012/02/12

New York Times

reported project glass

2012/06/27

Glass explorer

program announced

2013/02/20

Published video: How

it feels to use glass

2013/04/15

google glass had

started to sell in US

2014/05/15

It became available

to the public

Marketing and Branding

Marketing and branding strategy is an vital way to acquire

profits. Google glass has created a wide variety of marketing

and branding strategies. For example:

Product release

Logo design

Advertising

Product release

Product release is an important marketing campaign (Rousi, 2013).Sergey Brin introduced the Google Glass Explorer edition during Google’s annual developer conferencein 2012.

Fig 1. Google Glass Product Release. Vance, 2013.

Logo Design

Logo is a symbol of brand and important to design and delivery information. Google glass logo is simple and rememberable.

Logo ‘A’ meaning is a visual representation of a road heading towards the future. This brand logo means google glass is an essential wearable technology in the future.

Fig 2. Google Glass Brand Logo. Google Developers, 2013.

Delclos, V. R., Littlefield, J., & Bransford, J. D. (1985) Teaching thinking through Logo: The importance of method. Roeper Review 7(3), pp.153-156.

Advertising

In the Youtube of Google glass has published 6 categories such

as fashion and sports advertising videos from official developers

and users.

https://www.youtube.com/watch?v=Z3AIdnzZUsE

Google glass begins to explore

UK’s life and bring new products

and ideas to people.

This video from official developer:

Fig 3. A Screenshot of London (Through

Google Glass. Youtube, 2014.

Youtube

Facebook has become a new powerful marketing platform

because of the high popularity degree for people (Treadaway,

2010).

Fig 4. Google Glass- Facebook. Facebook, 2012.

Google glass - Facebook has 202 thousand fans. Contents includes advertising campaigns and information of products.

Advertising

Facebook

Treadaway, C. and Smith, M.(2010) Facebook Marketing. [Electronic Resource] : An Hour A Day. Indianapolis : Wiley Pub., c2010.

AdvertisingMagazine

Fig 5. Google Glass report in Esquire Magazine. Nickinson, 2013.

Google glass’s advertisings not only have videos or campaigns online, but also have articles in print media offline. This article introduced the principles and functions of google glass and the wearable technology is future trend.

Technological Affordance

‘Affordances for analysing technologies should be useful in

exploring the inherent rationale of designs’ (Gaver, 1991) .

Google glass has its own glassware and the principle of work.

Google Glass Specs

Google Glass- How to work

Gaver, W. W.(1991) Technology affordances. Cambridge, CHI’91, SIGCHI C onference on Human Factors.

Google Glass Specs

Prism displays hands free information.

Fig 6. The Introduction of Google Glass. Force, 2013.

Camera is front eyes and commanded by voice.

Speaker is used to receive or make calls.Microphone can take voice commands of users

User necessary influences technological affordances of glass.

Google Glass- How to Work

Google glass team published a video ‘Introduction of Google

Glass’ to show how the glass works.

https://www.youtube.com/watch?v=cAediAS9ADM

Google glass team also published a series of tutorial videos:

how to use glass hands-free

how to take pictures and videos

how to use voice actions

how to use your timeline

User Experience

User experience can be defined ‘as thought and the ways that

people mentally represent and make sense of phenomena’

(Rousi, 2013) .

User experience may differ from developers’ expectation

User experience can redesign the product

Rousi, R. (2013) Google Glass and the Experience of Experience. UX Magazine, 29 October. Available from: https://uxmag.com/articles/google-glass-and-the-experience-of-experience

Differ From Expectation

Google glass can display information front your eyes but it

also can influence people walks by producing advertisings.

Fig 7. A Screenshot: Google Glass Sucks. Youtube, 2013.

Differ From Expectation

There is a privacy issue of

google glass, it can access

the Internet and record

photos or videos anywhere

with simple voice directions.

Fig 8. A Sign Banning Google Glass at the Willows. Dixler, 2014.

Some bars and restaurants

banned the devices and

make the poster or notice in

the door.

Redesigh the Product

Google glass 2 has created based on the user experience.

User Experience Google Glass Google Glass 2

Battery life is short.

One day of typical use

Improve battery life based on the first google glass

Camera has small capacity.

Take 5MP pictures and record 720p video.

Take 8MP pictures and full 1080p video.

Themes and Arguments

● Google glass has a debate that wether it should be banned

or not because of privacy issue.

● The wearable technology is a new trend of technology in the

future.

● User experience can influence marketing strategy and

technology design of wearable technology.

Conclusion

Marketing and branding strategy specially advertising should

combine with more channels to interact with customers.

Technology affordance of google glass based on user necessary

and wearable technology.

User experience may differ from developers’ expectation and

influence redesign ideas.

REFERENCE LIST

Delclos, V. R., Littlefield, J., & Bransford, J. D. (1985) Teaching thinking through Logo:The importance of method. Roeper Review 7(3), pp.153-156.

Gaver, W. W.(1991) Technology affordances. Cambridge, CHI’91, SIGCHI C onference on Human Factors.

Pathkar, N. S. and Joshi, N. S. (2014) Google Glass: Project Glass. International Journal of Application or Innovation in Engineering & Management (IJAIEM) 3(10), pp. 31-35.

Rousi, R. (2013) Google Glass and the Experience of Experience. UX Magazine, 29 October. Available from: https://uxmag.com/articles/google-glass-and-the-experience-of-experience

Scheffel, J. and Kockesen, G. (2013) Wearable Web Technology: Google Glass and the Mirror API. Available from: http://wiremagz.com/view/53957/ .

Treadaway, C. and Smith, M.(2010) Facebook Marketing. [Electronic Resource] : An Hour A Day. Indianapolis : Wiley Pub., c2010.

REFERENCE OF FIGURES

Figure 1 Vance, A. (2013) Apple’s ‘Coach’ Campbell Sees Google Glass Starting Era of Intimate Objects. Available from: http://www.bloomberg.com/bw/articles/2013-04-12/apples-coach-campbell-sees-google-glass-starting-era-of-intimate-objects

Figuer 2 Google Developers (2013) Google Glass Brand Logo. Available from: https://developers.google.com/glass/distribute/branding-guidelines

Figure 3. Youtube (2014) London (Through Google Glass). Available from: https://www.youtube.com/watch?v=Z3AIdnzZUsE

Figure 4. Facebook (2012) Google Glass. Available from: https://www.facebook.com/GoogleGlass

Figure 5 Nickinson, P. (2013) Read This: Esquire’s ‘What You’re not Supposed To Do’ with Google Glass. Available from: http://www.androidcentral.com/read-esquire-s-what-you-re-not-supposed-do-google-glass

Fig 6. Force, O. (2013) Google Glass Specs Revealed. Available from: http://www.outsource-force.com/blog/google-glass-specs-revealed/

REFERENCE OF FIGURES

Figure 7 Youtube (2013) Google Glass Sucks. Available from: https://www.youtube.com/watch?v=4_X6EyqXa2s

Figure 8 Dixler, H. (2014) Tech Writer Sarah Slocum on the Molotiov’s Attack and Google Glass at Restaurants. Available from: http://www.eater.com/2014/3/13/6265099/tech-writer-sarah-slocum-on-the-molotovs-attack-and-google-glass-at

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