WearablesIn search of a mass use caseKevin McCullagh27 November 2014

Plan

Packaging

Interactions

Digital services

Retail

Products

Product-service strategy

1989

Title Sub-heading

Title Sub-heading

£1,765

Title Sub-heading

Personal Area Network

Multi-part devices

Well-being PerformanceProductivity CreativityEntertainment Utility Safety & security

On person

In bag/pocket

In/on vehicle

At home /work

IoT & Big data

Purple, A Locket for the 21st Century, Artefact

Mass market focus

Just because we think it’s cool doesn’t mean the masses will buy it

Some well established categories

Many niches

Hurdles

Mass use caseFashion faux pasTech isn’t ready yetSubstitution

Slide 22Section

Title 1 line Activity tracking is not enough

Slide 23Section

Title 1 line Ditched devices ‘one-third of American [wearable users] stopped using it within six months... while one in 10 American adults own some form of activity tracker, half of them no longer use it..’ ‘Inside Wearables’, Endeavour Partners, January 2014

Slide 24Section

Title 1 line The mass opportunities may be less sexy

‘wearable medical devices [are] expected to grow to $8.3 billion in the next five years. ‘Wearables are totally failing the people who need them most’ J.C. Herz, Wired.com 6 November 2014

Hurdles

Mass use case

Fashion faux pasTech isn’t ready yetSubstitution

Purple, A Locket for the 21st Century, Artefact

RinglyAltruis Cleopatra Ring - Platinum

Hurdles

Mass use caseFashion faux pas

Tech isn’t ready yetSubstitution

Guesstimationactivity trackers are at best ‘reasonably accurate’ and no more effective at nudging behavior than a $25 pedometer http://www.news.iastate.edu/news/2014/06/09/fitnessbands

Hurdles

Mass use caseFashion faux pasTech isn’t ready yet

Substitution

Moves fitness app

Fixed IoT

Hello Sense sleep monitor

Tech is not inevitable

‘ as big a deal as the PC’ Steve Jobs

Scale via platforms and partnerships

whatthefuckismywearablestrategy.com

@kevinmccullwww.plan.bz

We join the dots