Harvard Case - Google Glass: Development, Marketing and User Acceptance
"Google Glass: Development, Marketing and User Acceptance" Harvard business case study is written by Thompson SH Teo, Kian Teck Chua, Zhiyi Yong, Timothy Dao Sheng Lim, Jonathan Jun Jie Boon. It deals with the challenges in the field of General Management. The case study is 8 page(s) long and it was first published on : Dec 21, 2015
At Fern Fort University, we recommend Google Glass adopt a phased approach to re-launching the product, focusing on niche markets with high potential for adoption and building strong partnerships to address user concerns and improve the user experience. This approach will involve a strategic shift in marketing strategy, emphasizing demonstration and experiential learning over traditional advertising.
2. Background
Google Glass, a wearable computer with a head-mounted display, was initially launched in 2013 with great fanfare. However, the product faced significant challenges, including high price, privacy concerns, social stigma, and a lack of compelling use cases. This led to Google discontinuing the consumer version in 2015.
The main protagonists in this case study are Google, the developers of Google Glass, and the potential users, who represent a diverse range of individuals with varying needs and expectations.
3. Analysis of the Case Study
Strategic Analysis:
- SWOT Analysis: Google Glass possessed strengths in its innovative technology and Google's brand recognition. However, weaknesses included high price, limited functionality, and privacy concerns. Opportunities lay in emerging markets like healthcare and manufacturing, while threats included competition from other wearable devices and evolving consumer preferences.
- Porter's Five Forces: The competitive landscape was intense, with numerous players entering the wearable technology market. The bargaining power of buyers was high due to the availability of alternatives.
- Competitive Advantage: Google Glass could differentiate itself by focusing on specific use cases with high value proposition, such as hands-free communication for surgeons or real-time information access for factory workers.
Marketing Analysis:
- Target Market: The initial target market was too broad, leading to a lack of clear value proposition for most consumers. Google Glass needed to identify specific niche markets with a strong need for the product's features.
- Marketing Strategy: The initial marketing strategy relied heavily on hype and media attention, which backfired due to the lack of practical applications and widespread privacy concerns.
- Brand Management: Google Glass's brand image was tarnished by negative media coverage and early adopters' misuse of the technology.
Operational Analysis:
- Product Development: The initial version of Google Glass lacked a clear focus and suffered from technical limitations. Google needed to prioritize user feedback and invest in continuous product development.
- Supply Chain Management: The production and distribution of Google Glass were not optimized for the initial target market, leading to high costs and limited availability.
Financial Analysis:
- Pricing Strategy: The high price point of Google Glass was a major barrier to adoption. Google needed to find a balance between profitability and accessibility.
- Return on Investment: The lack of clear use cases and limited adoption made it difficult to justify the investment in Google Glass.
4. Recommendations
- Focus on Niche Markets: Google Glass should target specific industries and professions where the technology offers a clear value proposition, such as healthcare, manufacturing, logistics, and education. This will allow for targeted marketing efforts and tailored product development.
- Build Strategic Partnerships: Partnering with industry leaders in these niche markets will provide access to valuable insights, resources, and distribution channels. This will also help address user concerns and build trust in the technology.
- Phased Launch Strategy: Re-launch Google Glass in a phased manner, starting with pilot programs in select industries. This will allow for continuous feedback and product iteration, minimizing risks and maximizing adoption.
- Shift Marketing Strategy: Focus on experiential marketing and demonstration, showcasing the practical benefits of Google Glass in specific use cases. This will involve partnering with industry leaders, organizing workshops, and providing hands-on experiences.
- Prioritize User Experience: Continuously collect user feedback and invest in product development to address user concerns and improve the user experience. This will involve developing user-friendly interfaces, enhancing functionality, and ensuring privacy and security.
- Embrace Transparency and Communication: Be transparent about the capabilities and limitations of Google Glass, and actively address user concerns. This will involve open communication channels, clear privacy policies, and proactive engagement with stakeholders.
5. Basis of Recommendations
These recommendations are based on a thorough analysis of Google Glass's strengths, weaknesses, opportunities, and threats. They consider the following factors:
- Core Competencies and Consistency with Mission: Google's core competencies in technology, innovation, and data analytics align with the potential of Google Glass in specific industries.
- External Customers and Internal Clients: The recommendations address the needs of specific target markets, ensuring a clear value proposition and addressing user concerns.
- Competitors: The recommendations differentiate Google Glass from competitors by focusing on niche markets, building strategic partnerships, and prioritizing user experience.
- Attractiveness: The phased launch strategy minimizes risks and maximizes adoption by allowing for continuous feedback and product iteration. The focus on niche markets with high potential for adoption increases the likelihood of a positive return on investment.
6. Conclusion
Google Glass has the potential to revolutionize specific industries by providing hands-free access to information and enhancing efficiency. By focusing on niche markets, building strategic partnerships, and prioritizing user experience, Google can overcome the challenges it faced in the past and achieve significant success with its innovative technology.
7. Discussion
Alternatives:
- Mass Market Approach: Re-launching Google Glass for the general consumer market would require significant investment in marketing and product development to address the concerns that led to its initial failure.
- Acquisition by Another Company: Selling Google Glass to a company with expertise in specific industries could provide access to resources and expertise but would also involve relinquishing control of the technology.
Risks and Key Assumptions:
- Competition: The wearable technology market is becoming increasingly competitive, with new players entering the market and existing players expanding their offerings.
- User Adoption: The success of Google Glass depends on user adoption, which can be influenced by factors such as price, functionality, and social acceptance.
- Privacy Concerns: Privacy concerns remain a significant barrier to adoption, and Google must address these concerns effectively to build trust with users.
8. Next Steps
- Identify Target Markets: Conduct thorough market research to identify specific industries and professions with a high need for Google Glass's capabilities.
- Develop Strategic Partnerships: Establish partnerships with industry leaders in these target markets to gain access to resources, insights, and distribution channels.
- Pilot Programs: Launch pilot programs in select industries to test the product's functionality, gather user feedback, and refine the user experience.
- Refine Marketing Strategy: Develop a targeted marketing strategy focused on experiential learning and demonstration, showcasing the practical benefits of Google Glass in specific use cases.
- Continuous Product Development: Invest in ongoing product development to address user concerns, enhance functionality, and improve the user experience.
By following these recommendations, Google can re-launch Google Glass as a successful and valuable technology, contributing to innovation and efficiency in various industries.
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Case Description
This case introduces the key features of Google's wearable technology product "Glass" and illustrates the tensions that Google faced over the development and marketing of this product. The case goes on to highlight the growing backlash that Google experienced when promoting Glass.
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