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Wearables Kevin Mccullagh_ 271114

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Wearables: In search of a mass use case
Kevin McCullagh

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Wearables Kevin Mccullagh_ 271114

  1. 1. Wearables In search of a mass use case Kevin McCullagh 27 November 2014
  2. 2. Plan
  3. 3. Packaging Interactions Product-service strategy Retail Digital services Products
  4. 4. 1989
  5. 5. Title Sub-heading
  6. 6. Title Sub-heading
  7. 7. £1,765
  8. 8. Title Sub-heading
  9. 9. Personal Area Network
  10. 10. Multi-part devices
  11. 11. IoT & Big data Utility Safety & security Productivity Well-being Performance Entertainment Creativity On person In bag/ pocket In/on vehicle At home /work
  12. 12. Purple, A Locket for the 21st Century, Artefact
  13. 13. Mass market focus
  14. 14. Just because we think it’s cool doesn’t mean the masses will buy it
  15. 15. Some well established categories
  16. 16. Many niches
  17. 17. Hurdles Mass use case Fashion faux pas Tech isn’t ready yet Substitution
  18. 18. Section Slide 22 TAictlteiv i1t yl itnrea cking is not enough
  19. 19. Section Slide 23 TDiittlceh 1e dli ndee vices ‘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
  20. 20. Section Slide 24 Tihtlee m1 alisnse 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
  21. 21. Hurdles Mass use case Fashion faux pas Tech isn’t ready yet Substitution
  22. 22. Purple, A Locket for the 21st Century, Artefact
  23. 23. Altruis Cleopatra Ring - Platinum Ringly
  24. 24. Hurdles Mass use case Fashion faux pas Tech isn’t ready yet Substitution
  25. 25. Guesstimation activity 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
  26. 26. Hurdles Mass use case Fashion faux pas Tech isn’t ready yet Substitution
  27. 27. Moves fitness app
  28. 28. Fixed IoT Hello Sense sleep monitor
  29. 29. Tech is not inevitable ‘ as big a deal as the PC’ Steve Jobs
  30. 30. Scale via platforms and partnerships
  31. 31. whatthefuckismywearablestrategy.com
  32. 32. We join the dots @kevinmccull www.plan.bz

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