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.
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?
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”
30. BLOOD PRESSURE
BODY ENERGY EXERTED
BODY TEMPERATURE
FACIAL FEATURES
HEART RATE
MUSCULATURE
PRESSURE/FORCE
SIGHT
SKIN COLORATION
TOUCH
VOCALS
WEIGHT
PERSONAL
FACTORS
38. THE CONSTANT:
MOBILE DEVICES &
CONNECTED WATCHES
UNIVERSAL UTILITY THAT WORKS
ACROSS ALL IDENTIFIED FACTORS AND
INTERCONNECTS WEARERS WITH THE
TECHNOLOGIES THEY EQUIP
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