Google may have concluded that its Google Glass device was designed for the “wrong body part”, following its decision to withdraw the device from sale today, according to experts.
The brand announced last week that it was closing the “Explorer Program” phase of Google Glass’ development, to “focus on what’s coming next”. It insisted it is continuing to devise “future versions of Glass”, urging supporters to “hang tight – it’s going to be an exciting ride”.
From its public reveal in 2012, Google Glass captured the imagination, but has been subject to increasingly scathing criticism from industry commentators.Apple’s global CMO Phil Schiller allegedly put the boot in, exclaiming in an email, “I can’t believe they think anyone (normal) will ever wear these things.” Even Google co-founder Sergey Brin apparently stopped wearing his device.
According to Starcom Mediavest Group’s digital strategy and technology director, Global Network Clients, Frank Durrell, Google will go back to the drawing board and plot a new wearable tech strategy.
“Whatever the outcome, I don’t believe that the principles of a Google wearable are dead, very far from it,” said Durrell. “I believe that Google may have simply had a moment of reflection and figured ‘maybe our wearables attached to the wrong body part’.”
Watching Apple
Durrell believes Google will wait to see how Apple fares with its equally-anticipated Apple Watch device, which is expected to launch in the coming months: “Apple is about to launch massively into the wearable space with its new Watch
“It makes sense to let Apple test its consumer launch first, learn what it can, then go to market with something that uses its business model, much like the Android/iOS approach.”
Nest creator Tony Fadell has been asked oversee the Glass project, and his focus is likely to be create a product which has greater mass-market potential, reckons Durrell.
“It’s probably safe to say [Google Glass] was a ‘beta’. It tested the theory that people would want a wearable in the shape of glasses, which overlays a screen of content in front of your eyes. It needed people to embrace wearing glasses even if they didn’t need them. Then of course we have cost. At £1000, it is at the upper end.
“From what I’ve read, the biggest challenge Glass had was getting developer support. As there were so few users, few developers would want to commit to it. As it seemed to be in perpetual beta, there was also a – rightly as it transpires – concern that the product would never launch.”
It is probable that the Glass team will produce another talked-about device over the coming years – what appears less certain is whether it will sit on wearers’ noses.
