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Wearable technology: The new tech battleground?

  • May 2014
  • -
  • MarketLine
  • -
  • 26 pages


Although not being a wholly novel concept, Google's 'Glass' augmented reality technology, unveiled in April 2012, kick started fervor for wearable tech. This case study analyzes Google's involvement with wearables, and what it will hope to achieve within the space. It also addresses the underlying strategy behind other key players' involvement, such as Samsung, Sony, adidas AG and Nike.

Features and benefits

* This report contains an analysis of the underlying strategies involved in Google's Glass product concept.
* Read about Samsung's new range of smart watches, and how they complement the company's existing product offering and business model.
* Find out how other players, such as Sony, adidas, and Nike have approached the nascent wearable technology market.


Google Glass, a device that enables users to enjoy much of the functionality of their smartphone through what is, essentially, a high-tech pair of spectacles, made waves on its unveiling in April 2014. Critically, the product remains at concept stage, is only available to select 'Glass Explorers' for $1,500 and is not yet a commercial product.
Samsung has used its first major move into the realms of wearable tech, its line of 'Gear' smart watches, to bolster the appeal of its range of smartphones and other smart devices. Furthermore, the company's smart watches mark a departure away from Android towards Tizen, the company's own operating system.
It is important to note that other tech companies, as well as non-tech players, have entered the wearable technology market. Crucially, however, Sony's latest wearable devices run on Android – including its Google Glass competitor, SmartEyeGlass – and, unlike Samsung, the company has made them compatible with other manufacturers' Android devices.

Your key questions answered

* Why, and how, is Google looking to position itself as a trailblazer within the wearable technology market?
* What is Samsung hoping to achieve by moving its wearable technology lineup away from Android towards its own operating system, Tizen?
* How, and why, does Sony's approach to wearables differ to Samsung's?
* How have sportswear manufacturers adidas and Nike entered the wearables market? Can they compete with major tech incumbents?

Table Of Contents

Wearable technology: The new tech battleground?
Android, Play Store and hardware becoming more important
Increased smartphone usage diminishing ad revenues
Google Glass made waves on announcement
Glass is a brand-building concept, not a commercial consumer product
Android Wear further demonstrates Google's commitment to the wearable technology market
Google Glass publicity not all positive
Samsung leading the smartphone race, but revenues are falling
Samsung is not yet fully capitalizing on its smartphone success
Samsung's smart watches: a closed ecosystem
Samsung's latest smart watches break free of Android
Sony SmartWatch: unrestricted Android hardware experience
Sony looking to wearable future
Sportswear companies attracted to wearable technology
adidas has entered the fitness sector of the industry with miCoach
Nike is reducing its involvement in the wearable technology market
Wearable technology is much more than the future of hardware
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