Matt Doherty, Associate Director of Global Digital Creative Development at Ogilvy & Mather, presented Equipping Engagement with Wearable Tech at the Customer Engagement World 2014 conference in New York. As wearable tech continues to gain popularity with consumers, brands and their agencies are tasked to determine what this technology will mean for them. The good thing is brands of all types don't have to start the R+D process from scratch. There are all sorts of areas for brands to be a part of in the wearable tech ecosystem. We'll define the ecosystem, consumer experience factors, and uncover wearable tech opportunities you can take back to your brand.

1. CUSTOMER ENGAGEMENT WORLD 2014
EQUIPPING
ENGAGEMENT
WITH
WEARABLE TECH
@TheMattDoh

2. MODIFY
CONSUMER
BEHAVIOR

3. WEARABLE TECH
TODAY

4. WEARABLE DEVICE SALES
WORLDWIDE, BY SEGMENT, IN 2018
BILLIONS OF DOLLARS
IT’S
GROWING…
$7.6
$22.1
$35.8
eMarketer, SEPT 2014: “WEARABLE TECHNOLOGY: A MULTI-DISCIPLINARY ANALYSIS”
$1.9
ENTERPRISE
$5.0
HEALTHCARE
FITNESS
COMPONENTS
LIFESTYLE

5. FITNESS VERSUS LIFESTYLE
CATEGORY PRICE POINTS, 2014
IN U.S. DOLLARS
*TechCrunch, SEPT. 2014: “THE GOLD APPLE WATCH COULD COST AS MUCH AS $1,200”
$59.95
FITNESS
VS
$1,200*
LIFESTYLE
BUT IS
EVERYONE
GOING TO
WEAR IT?

6. WELL,
LET’S
HOPE SO

14. BUT IT’S
TRICKY
DRAWBACKS: PERCENTAGE OF
CONSUMERS WHO SAY
WEARABLES WILL…
…MAKE US VULNERABLE TO SECURITY BREACHES 86%
…INVADE MY PRIVACY 82%
…HURT OUR ABILITY TO RELATE TO OTHER HUMANS 72%
…MAKE ME TOO DEPENDENT ON TECHNOLOGY 68%
…LEAD US ALL TO OWN AND USE TOO MANY DEVICES 65%
…TAKE AWAY MY AUTONOMY AT WORK 54%
…TURN US INTO ROBOTS 52%
…MAKE MY JOB UNNECESSARY/REDUNDANT 47%
…MAKE EVERYONE LOOK RIDICULOUS 37%
PwC, OCT 2014: “CONSUMER INTELLIGENCE SERIES: THE WEARABLE FUTURE”

15. WE HAVE TO
GO BACK

16. WHO WORE IT
FIRST?

17. WHO BODY
WORE IT
ARMOR
FIRST?

19. INCREASED
STRENGTHS

20. THE
WATCH

22. SHIFTED
PERCEPTION

23. EYE-GLASSES

25. ADDED
ABILITIES

26. ASSIST WEARABLES
BY MODIFYING
CONSUMER BEHAVIORS
INCREASE CONSUMER STRENGTHS
SHIFT THEIR PERCEPTION
ADD NEW ABILITIES

27. WHERE CAN
BRANDS PLAY?

28. TODAY’S
WEARABLE TECH
ECOSYSTEM

29. PERSONAL
FACTORS

30. BLOOD PRESSURE
BODY ENERGY EXERTED
BODY TEMPERATURE
FACIAL FEATURES
HEART RATE
MUSCULATURE
PRESSURE/FORCE
SIGHT
SKIN COLORATION
TOUCH
VOCALS
WEIGHT
PERSONAL
FACTORS

31. ENVIRON-MENTAL
FACTORS

32. ENVIRONMENTAL
FACTORS
FACIAL RECOGNITION
GRAVITY/INERTIA
LIGHT
MOTION
OPTICS
RFID
SCENT (CHEMICALS)
SOUND
TEMPERATURE
WEATHER

33. LOCATION
FACTORS

34. LOCATION
FACTORS
COMMERCE
DISTANCE
GEO-LOCATION
PROXIMITY-TARGETING
TIME

35. AUXILIARY
FACTORS

36. AUXILIARY
FACTORS
BLUETOOTH
CELLULAR NETWORKS
GPS
WI-FI

37. THE
CONSTANT
MOBILE DEVICES & CONNECTED WATCHES

38. THE CONSTANT:
MOBILE DEVICES &
CONNECTED WATCHES
UNIVERSAL UTILITY THAT WORKS
ACROSS ALL IDENTIFIED FACTORS AND
INTERCONNECTS WEARERS WITH THE
TECHNOLOGIES THEY EQUIP

39. THE
SWEET
SPOT

40. WHERE
BRANDS
CAN PLAY

41. WHERE BRANDS
CAN PLAY
IDENTIFY A CONSUMER BEHAVIOR YOU WANT TO MODIFY
FIND A WEARABLE ALREADY DOING SO
PARTNER TOGETHER TO CREATE A NEW OPPORTUNITY

42. WEARABLE TECH
BRAND
ECOSYSTEM
THE CONSTANT: MOBILE DEVICES & CONNECTED WATCHES
BRAND
OPPORTUNITIES
FACTORS TO CONSIDER
AUXILIARY
LOCATION
ENVIRONMENTAL
PERSONAL

43. WHAT CAN
BRANDS DO?

44. PHASE AN
APP
UPDATE

46. PRODUCE A
DATA LEVERAGED
PLATFORM

48. CO-MARKET
WITH WEARABLE$$$

50. TAP INTO
OPEN APIs

51. WatchKit

52. HOW ABOUT
WEARABLE ADS?!

53. ABSOLUTELY
NOT.

54. SIMPLY,
REPURPOSE

56. HOW TO
EQUIP YOUR BRAND

57. STAY
CONSUMER
CENTRIC

58. WEARABLE TECH
IS THE CLOSEST
YOU CAN GET

59. SO DON’T
BECOME
INTRUSIVE

60. IN THE END,
MODIFY
CONSUMER
BEHAVIOR

61. CUSTOMER ENGAGEMENT WORLD 2014
THANKS
@TheMattDoh