Wearable Tech World Feature Article
August 03, 2015

Google Glass 2.0: This Time It's for Businesses

Google Glass! What exactly went wrong with this device? The answer of course depends on who you ask, because there are two camps with polar opposite views of this technology. The camp that liked it, really liked it and they showed their enthusiasm by wearing it everywhere, which didn’t bode well with those that disliked it.

Calling the wearers “glassholes” and businesses banning the device from several establishments didn’t help Google’s PR efforts for a wide adoption. Therefore, when the company announced it was shelfing the project until further notice, no one was surprised. This time around the launch was whispered to businesses, and in retrospect companies should have been the testing ground for Google Glass.

Six months after it halted the sale of the consumer version, the WSJ reported the company has released a new version of the Glass, and it is going after different industries, including healthcare, manufacturing and energy.

So, why is this is a smarter move for Google?

If you go back in time and think about cellphones, it was first marketed to C-level executives. As lower management and eventually rank and file employees gained access, the market made it available to consumers. Wide adoption took some time, but now you would be hard-pressed to find someone without a mobile device.

This was a complete overhaul of how Google was going to market the Glass. First it moved the Glass team from the Google X division so it can thrive or fail on its own. Second, Tony Fadell, CEO of Google Nest, was put in charge of the Glass team. According to reports, he wanted a complete redesign, starting from scratch.

Although full details of the new Glass haven’t been released, it will have a faster processer with the Intel Atom CPU, new larger prism and optional external battery pack. According to 9to5Google, it is being called "Google Glass Enterprise Edition," and it will support 5GHz 802.11ac Wi-Fi with a more rugged and waterproof construction.

The WSJ reported the new Glass will not be available to the public, and businesses should get their hands on it by the middle of 2016.

The first time around Google tried to force feed the technology to the public, with very bad results. This time around Tony Fadell has the right approach. When employees in companies around the world start using the Google Glass and realize how useful it is, they will want to buy their own Glass; and they won’t care who calls them “glassholes.”

Comments powered by Disqus

Featured Video

Dedicated to Wearable Tech: Mobile, Sports, Fitness, Audio, Fashion, Design

Featured Podcasts

The Business of Wearable Computing: An Interview with Brand Finance An interview with Edgar Baum, Managing Director North America with Brand Finance, the world’s leading brand valuation and strategy consultancy. Mr. Baum specializes in marketing ROI and financially quantified brand strategy.
Getting Attention for Your Wearables Joe Daniels of Loeb & Loeb discusses how wearable tech entrepreneurs can gain exposure for their ideas and what to do once they've won attention from potential investors.
Wearable Success Rides on Actionable Intelligence Lux Capital's Adam Goulburn focuses on the traits sought by investors as they consider wearable startups, such as how well their software turns collected data into actionable intelligence.
Wearable Tech Startup Strategy CRV's George Zachary talks wearable startups and how they can secure the attention of the right investors as the seek to become the next great thing in wearables.
How to Win the Wearable Tech Funding Game Donatella Giacometti speaks with Canary Ventures' Alex Goldberg about what the investment community looks for in startups, such as the many new wearable tech companies that are emerging.

Wearable Tech World Media Sponsors