The current state and challenges of wearable technology, and how to optimize its functions to maximize its potential.

1. the future of
wearable
technology
By Ellen Noh

2. overview

3. Ever since Google introduced the
idea of wearable with its Google
Glass in 2012, many tech giants
have jumped on the bandwagon
to explore the new frontier.
Google Glass is a trademark of Google, registered in the U.S. and other countries.

4. Wearable technology, especially
smartwatches, presents new
opportunities because consumers
will have their devices readily
available wherever they are.
Samsung Galaxy Gear is a trademark of Samsung Group, registered in the U.S. and other countries.

5. Understanding consumer’s
current context and needs within
the engagement lifecycle is
crucial to successfully leverage
wearable technology.

6. challenges

7. Awareness of and interest in
wearable devices are gaining
momentum, but consumers are
far more conservative when it
comes to try a more intimate
relationship with technology.

8. According to Forrester Research,

9. According to Forrester Research,
Wearable technology is the most popular to
a subset of technophiles who are drawn
to devices for their novelty factor.

10. According to Forrester Research,
Wearable technology is the most popular to
a subset of technophiles who are drawn
to devices for their novelty factor.
In fact, "love of technology" is
the third-strongest predictor
of interest.1

11. In order for wearable technology
to be relevant to everyone
-not just early adopters-manufacturers
and marketers will
have to overcome these
challenges.

12. challenges:
Design

13. One of the biggest roadblocks of
wearable technology is the
design. We’re still missing that
combination of something both
beautiful and highly functional.

14. In order for wearable technology
to become accepted by the mass
market, the design has to fit with
the rest of consumers’ style.

15. Survey results also show that
design has a considerable influence
on many Americans' daily choices.
Almost seven in 10 respondents said that the last time
they saw a product in a store that they "just had to
have," it was because of its design.2

16. Survey results also show that
design has a considerable influence
on many Americans' daily choices.
A majority of those surveyed (55 percent) believe that
good design can actually improve a product's
functionality while also making it look better.2

17. Take Apple’s Keynote for an example.
Before the official keynote announcing the Apple
Watch, the conversation was split somewhat
evenly between design, cost, and the functions.3
27.2%
32.4%
Apple Logo is a trademark of Apple Inc, registered in the U.S. and other countries.
60%
50%
40%
30%
20%
10%
0%
40.4%
Design Cost Function

18. Take Apple’s Keynote for an example.
However, after the Keynote, the conversation
around the new product focused heavily on design.3
32.3%
16.3%
Apple Logo is a trademark of Apple Inc, registered in the U.S. and other countries.
60%
50%
40%
30%
20%
10%
0%
51.6%
Design Cost Function

19. Take Apple’s Keynote for an example.
“‘With phrases such as ‘luxury’ and ‘fashion
designers’ among the top keywords being
used by consumers discussing the design of
the Apple Watch, it is clear that people were
very impressed with this high-end device
from Apple, both technologically and
aesthetically,’ explained Leah Pope, VP of
Global Marketing for Synthesio.”3
Apple Logo is a trademark of Apple Inc, registered in the U.S. and other countries.

20. challenges:
privacy

21. Consumers’ concern with digital privacy is
higher than ever.

22. Consumers’ concern with digital privacy is
higher than ever.
According to new data out from Accenture
and Acquity Group, privacy concerns top
the list of reasons many won't adopt
wearable technology soon.4

23. Consumers’ concern with digital privacy is
higher than ever.
According to new data out from Accenture
and Acquity Group, privacy concerns top
the list of reasons many won't adopt
wearable technology soon.4
80% say they're concerned about
the privacy of wearable tech4

24. In order to capitalize on
wearable technology, companies
need to focus on protecting data
and providing specific benefits
to consumers.

25. opportunities

26. Opportunities for enhanced
convenience and rich
information feedback primarily
drive consumer interest in
wearable technology.

27. Because of its unique position,
(as in you are wearing it),
wearable technology has a huge
potential to not only streamline
daily lifestyle, but also be a
valuable tool in gathering
marketing data.

28. opportunities:
Travel

29. Digital technologies are
affecting the way we travel,
enabling a fully connected door-to-
door experience, as well as
making the process more
seamless and enjoyable.

30. Smartphone/tablet bookings
account for 21% of hotel bookings5

31. Smartphone/tablet bookings
account for 21% of hotel bookings5
34% of global consumers use
mobiles for peer-to-peer rentals5

32. Smartphone/tablet bookings
account for 21% of hotel bookings5
34% of global consumers use
mobiles for peer-to-peer rentals5
12% of bookings are made in-app5

33. Wearable technology can take a
step further at streamlining the
digital travel experience.

34. Japanese Airline (JAL)
JAL has decided to use wearable
technology to track and
improve the efficiency of its
gate agents.
Image Credit: http://skift.com/2014/07/14/japan-airlines-to-track-gate-agents-with-smart-watches-and-ibeacons/

35. Japanese Airline (JAL)
A specially designed tracking
program, linking smart watches
and beacons, reveals the
proximity of staff in the area
who could be assigned to serve
passengers.
Image Credit: http://skift.com/2014/07/14/japan-airlines-to-track-gate-agents-with-smart-watches-and-ibeacons/

36. As the functions of
smartwatches expand, travel
industry might be able to
capitalize on location-based
notifications and digital tickets.
Image Credit: http://skift.com/2014/07/14/japan-airlines-to-track-gate-agents-with-smart-watches-and-ibeacons/

37. opportunities:
w-commerce

38. Earlier in September, the
possibility of mobile payment
flung wide open with Apple Pay.

39. As consumers become more
comfortable with the idea of
mobile payment, wearable
could become a convenient
platform for a more
sophisticated digital
transaction experience.

40. Lollapalooza
Lollapalooza offered festival
goers wearable tech that can be
linked to credit and debit card
information.
Image Credit: http://www.psfk.com/2014/06/barclays-wristband-payment-method.html

41. Lollapalooza
Using RFID, it allowed people to
pay for food and drinks without
having to carry cash or swipe their
cards. Vendors already had pay
pads on which users could tap
their bracelets for easy payment.
Image Credit: http://www.psfk.com/2014/06/barclays-wristband-payment-method.html

42. Wearable technology can provide
greater convenience to mobile
payment. If equipped with
privacy protection and vendor
partnership, wearables can be an
indispensable platform to extend
mobile payment.
Image Credit: http://www.psfk.com/2014/06/barclays-wristband-payment-method.html

43. opportunities:
emotional tech

44. Collecting information about the
way people feel about brands
and experiences has been an
ongoing challenge for the
market research world.

45. Wearable technology, decked
with its latest biometric
sensors, could provide a solution
to gathering unfiltered
consumers’ emotional data.

46. XOX
Studio XO can emotionally
connect emotion and technology
through their XOX platform that
allows on-body sensing and
analysis.
Image Credit: http://www.psfk.com/2014/09/studio-xox-sensory-technology-platform.html

47. XOX
The basic XOX system includes
specially designed ergonomic
wristbands that are worn on the
upper wrist. Intimate data is
read via a number of wearable
biometric sensors.
Image Credit: http://www.psfk.com/2014/09/studio-xox-sensory-technology-platform.html

48. XOX
This technology presents
possibility for brands, artists to
track audience’s emotional
states in real time via wearables
Image Credit: http://www.psfk.com/2014/09/studio-xox-sensory-technology-platform.html

49. Wearable technology presents
many exciting possibilities for
brands and marketers.

50. Addressing consumer’s
potential concerns and utilizing
its capability creatively will be
crucial to mainstream this new
technology.

51. Contact Ellen
LinkedIn: http://www.linkedin.com/in/ellensnoh
Twitter: http://www.twitter.com/ellen_noh

52. Appendix
1. Forrester Research: https://www.forrester.com/US+Online+Consumers
+Perspectives+On+Wearable+Technology/fulltext/-/E-RES118450
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2. Design Survey: http://www.reliableplant.com/Read/6019/survey-great-design-
is-priority-for-'millennial'-generation
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3. Apple Keynote: http://socialfresh.com/apple-watch-social-media-monitoring/
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4. Privacy: http://www.bizreport.com/2014/08/study-privacy-concerns-high-for-wearable-
tech.html
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5. Travel: http://www.bizreport.com/2014/09/study-mobile-driving-travel-plans.
html
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