Post on 12-Nov-2014
description
Smartwatches: Past, Present and Future
September 8, 2014
@gregswan
SVP @ Weber Shandwick
Brand Innovation
Consumer Marketing
Digital/Mobile Strategy
Strategic Partnerships
Why do we have such an obsession with smartwatch tech?
Drawn by Nick O’Brien
1942 1979
1982
Future Cities. Home & Living into the 21st Century
1983
1963
..to this
…but actually this?
3 –pronged approach to understanding where we’re at in the smart watch adoption cycle
Ubiquity of Mobile
Quantified Self
Smartwatches Today
Ubiquity of Mobile
Smartphones Have Revolutionized Consumer Behavior, Disrupted Countless Industries
North America
South America
Europe Asia Africa Oceania Global0
5
10
15
20
25
30
35
40
45 13-May14-May
MOBILE USAGE AS % OF WEB USAGE BY REGION, 5/14
11%
19%
6%
17%
8%
16%
23%
37%38%
18%
12%
17%
14%
25%
Source: Mary Meeker, Internet Trends, May 2014
Mobile accounts for 25% of all web usage
Internet Ad=$43B
Mobile Ad=$7.1B
% OF TIME SPENT IN MEDIA VS. % ADVERTISING SPENDING, USA, 2013
% O
F TO
TAL
MO
BIL
E C
ON
SU
MPTIO
N
TIM
E O
F A
DV
ERTIS
ING
SPEN
DIN
G
~$30B+Opportunity in USA
Source: Mary Meeker, Internet Trends, May 2014
Smartphones are the Primary Screen in U.S. & ChinaThe eyeballs, and money are following.
“VISUAL WEB” SOCIAL NETWORKS: UNIQUE TREND, USA, 3/11-2/14
US
A U
NIQ
UE V
ISIT
OR
S (
MM
) DESKTOP ONLY MULTI-PLATFORM
Source: Mary Meeker, Internet Trends, May 2014
Rich Content & its Sharing is Rising Rapidly
TOP FACEBOOK NEWS PUBLISHERS, 4/14 TOP TWITTER NEWS PUBLISHERS, 4/14
# OF INTERACTIONS (MM) # OF SHARES (MM)
Facebook SharesFacebook LikesFacebook Comments
Source: Mary Meeker, Internet Trends, May 2014
Facebook & Twitter are Still King (and Queen)
Surfing the web
Shopping
Checking sports scores
Looking up info on actors, plots, athletes etc.
Emailing/texting friends about program
Reading discussion about TV program on social media sites
Buying a product/service being advertised
Voting or sending comments to a Live program
Watching certain TV programs because of something read on Social Media
0% 10% 20% 30% 40% 50% 60% 70%
TabletSmartphone
WHAT CONNECTED DEVICE OWNERS ARE DOING WHILE WATCHING TV, USA
Source: Mary Meeker, Internet Trends, May 2014
84% of mobile owners use devices during TV Time
132 117 181 110
Indonesia
Philippines
China
Brazil
Vietnam
USA
Nigeria
Colombia
Thailand
Saudi Arabia
South Africa
Czech Republic
Russia
Argentina
UK
Kenya
Australia
Spain
Turkey
Mexico
India
Poland
South Korea
Germany
Canada
Slovakia
Hungary
Japan
France
Italy
0 100 200 300 400 500 600
TVSmartphoneLaptop + PCTV2
SCREEN MINUTES
DAILY DISTRIBUTION OF SCREEN MINUTES ACROSS COUNTRIES (MINS)
132 117 181 110
99 143 174 115
89 161 170 59
113 146 149 66
69 160 168 69
147 103 151 43
131 80 193 39
114 123 165 35
78 96 167 95
102 99 189 43
115 126 127 63
111 122 119 70
98 158 98 66
104 114 106 30
148 97 111 55
132 65 174 33
125 102 132 37
124 97 122 53
111 109 132 39
93 103 163 32
96 95 162 31
95 132 90 61
127 94 144 14
129 77 137 36
104 97 124 51
95 106 98 52
98 112 90 48
125 68 135 15
134 83 79 30
89 85 109 34
Smartphones = Most Viewed Medium Globally
Source: Mary Meeker, Internet Trends, May 2014
if you can measure it, someone will, and that somebody should
be you.— chris dancy
Quantified Self
history of self-tracking
"quantified self” coined in 2007 by Wired Magazine
editors
“a collaboration of users and tool makers who share an interest in self knowledge
through self-tracking.”
• The movement to incorporate wearable technology as a means to collect and track data related to personal inputs and outputs
• Utilize quantifiable data to better understand oneself, one’s health and one’s limitations
• Growth driven by affordability and widespread implementation of sensors
• Popularized recently by fitness-related products Nike FuelBand, FitBit, Jawbone Up and more
• Also called Body-Hacking, or Lifelogging
The Quantified Self
sousveillance
inverse surveillance, by recording an activity by way of portable, personal
technologies
a form of volunteer autoethnography
“QSers” don’t just self-track; they also
interrogate the experiences, methods and meanings of their
self-tracking practices, and of self-
tracking practices generally.
-Whitney Erin Boesel, Cyberology
“Dancy is connected to at least three sensors all day, every day. Sometimes, it’s as much as five. They measure his pulse, his REM sleep, his skin temperature and more. He also has sensors all over his house. There’s even one on his toilet so he can look for correlations between his bathroom habits and his sleep patterns.” (Wired Magazine)
the extreme…
the adoption of quantified self
In total, 7 in 10 U.S. adults track an indicator of health for themselves or a loved one, and report that the activity changes their overall approach to health
• 60% of U.S. adults say they track their weight, diet or exercise routine.
• 33% of U.S. adults track health indicators or symptoms, like blood pressure, blood sugar, headaches or sleep patterns.
• 12% of U.S. adults track health indicators or symptoms for a loved one.
• 21% of Americans are tracking themselves using technology -- more than active Twitter users (Pew, Feb. 13)
• Apple Stores sell more than 20 self-tracking products.
• There will be an estimated 485 million wearable computing devices shipped by 2018 (ABI Research, Feb. 2013). For reference, 700 million smartphones were shipped in 2012. Source: Pew Research, “Tracking Health”
"We are moving towards a time when the ability to track and understand data is deeply woven into our daily lives. Sensors are becoming cheaper and connectivity is more ubiquitous by the day.“
-Ernesto Ramirez, community organizer for Quantified Self
how does it work?
Tracking inputs and aggregating data around:
1. Performance
2. Health
3. Environment
Then:
• Aggregate and quantify data
• Sync via web and apps
• Compete against friends
• Share24
Quantified Self TodayOne-off wearables
UnattractiveLittle integration
Practically no data ownership
(via Sonny Vu, Misfit Wearables)
(via Sonny Vu, Misfit Wearables)
(via Sonny Vu, Misfit Wearables)
Quantified Self TomorrowIntegrated into clothing/techUnnoticeable
Cross- device integrationIncreased data ownership
centralized dashboards
limitations
• No common platform: every device tracks differently.
• Medical limitations: measuring activity or sleep or food or blood pressure only tells part of the story.
• Sharing: Only 34% of trackers share their data with someone else – which means that the other 66% are not as motivated as they could be.
• Data ownership: users rarely have access to their raw data.
• Privacy: emerging technology requires emerging regulations.
1. Sits and Spikes2. Data ownership and portability
is extremely limiting3. Smart devices are smarter than
dumb devices, but not much more
4. My primary doctor doesn’t care about all of this “health” data I’ve stored up
5. Gamification inspires action6. Warm months = more activity
Smartwatches Today – And Tomorrow (literally)
2013 SmartWatch Industry
• 40 Companies had smartwatches on the market in 2013, expected to grow to 200 by the end of 2014
• A total of 3.1 million units were sold compared to 0.3 million in 2012, expected to grow to 15 million in 2014
• The average price for a smartwatch sold in 2013 was USD $225
• Market Value in 2013 was $700 million USD
• In 2014 the Industry is expected to grow to $2.5 billion USD
2013 Market Share for SmartWatch Industry
Consumer Insights/Primary Uses
Personal assistance
Health & Fitness Personal safety
Communication Smart home access
Near Field Communication
(NFC)
Corporations + Startups
Brands + Consumers
Employees + Markets
Machines + Media + The
PublicMultiple stakeholders
impacting smartwatch adoption
Apple’s impact on entering the industry
Where are we headed? Let’s discuss…
• Utility/Social Stigma
• Price
• Battery Life
• Privacy (e.g., GPS and cameras)
• Data Ownership
• Fashion
• App Store
• Standalone vs Slave
• Special Uses vs. Mainstream Uses (e.g., kids, seniors)
• Apple (e.g., iPad utility post-launch)
• Geeky toys becoming mainstream (e.g., phones, fax, computers, drones)
thank you.