Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
Smartwatches: 
Past, Present and Future 
September 8, 2014
@gregswan 
SVP @ Weber Shandwick 
Brand Innovation 
Consumer Marketing 
Digital/Mobile Strategy 
Strategic Partnerships
Why do we 
have such an 
obsession 
with 
smartwatch 
tech? 
Drawn by Nick O’Brien
1942 1979 
1982 
Future Cities. Home & Living 
into the 21st Century 
1983 
1963
..to this
…but actually this?
3 –pronged approach to 
understanding where 
we’re at in the smart 
watch adoption cycle 
Ubiquity of Mobile 
Quantified S...
Ubiquity of Mobile
Smartphones Have Revolutionized Consumer 
Behavior, Disrupted Countless Industries
Mobile accounts for 25% of all web usage 
45 
40 
35 
30 
25 
20 
15 
10 
5 
0 
North 
America 
South 
America 
Europe Asi...
Smartphones are the Primary Screen in U.S. & China 
The eyeballs, and money are following. 
50% 
40% 
30% 
20% 
10% 
0% 
%...
Rich Content & its Sharing is Rising Rapidly 
“VISUAL WEB” SOCIAL NETWORKS: UNIQUE TREND, USA, 3/11-2/14 
USA UNIQUE VISIT...
Facebook & Twitter are Still King (and Queen) 
TOP FACEBOOK NEWS PUBLISHERS, 4/14 TOP TWITTER NEWS PUBLISHERS, 4/14 
# OF ...
84% of mobile owners use devices during TV Time 
WHAT CONNECTED DEVICE OWNERS ARE DOING WHILE WATCHING TV, USA 
0% 20% 40%...
Smartphones = Most Viewed Medium Globally 
DAILY DISTRIBUTION OF SCREEN MINUTES ACROSS COUNTRIES (MINS) 
89 85 109 34 
134...
if you can measure it, someone will, 
and that somebody should be you. 
— chris dancy 
Quantified Self
history of self-tracking 
"quantified self” coined in 2007 
by Wired Magazine editors 
“a collaboration of users and tool ...
The Quantified Self 
• The movement to incorporate wearable 
technology as a means to collect and track 
data related to p...
sousveillance 
inverse surveillance, by recording an activity by 
way of portable, personal technologies 
a form of volunt...
“QSers” don’t just self-track; 
they also 
interrogate the 
experiences, methods 
and meanings of their 
self-tracking pra...
“Dancy is connected to at least three sensors all day, every 
day. Sometimes, it’s as much as five. They measure his pulse...
the adoption of quantified 
self 
In total, 7 in 10 U.S. adults track an indicator of health 
for themselves or a loved on...
"We are moving towards a time when the ability to 
track and understand data is deeply woven into our 
daily lives. Sensor...
how does it work? 
Tracking inputs and aggregating 
data around: 
1. Performance 
2. Health 
3. Environment 
Then: 
• Aggr...
Quantified Self Today 
One-off wearables 
Unattractive 
Little integration 
Practically no data ownership 
(via Sonny Vu, ...
Quantified Self Tomorrow 
Integrated into clothing/tech 
(via Sonny Vu, Misfit 
Wearables) 
(via Sonny Vu, Misfit Wearable...
centralized dashboards
limitations 
• No common platform: every device 
tracks differently. 
• Medical limitations: measuring activity or 
sleep ...
1. Sits and Spikes 
2. Data ownership and portability is 
extremely limiting 
3. Smart devices are smarter than 
dumb devi...
Smartwatches Today –And Tomorrow (literally)
2013 SmartWatch Industry 
• 40 Companies had 
smartwatches on the market 
in 2013, expected to grow to 
200 by the end of ...
2013 Market Share for SmartWatch Industry
Consumer Insights/Primary Uses 
Personal assistance Health & Fitness Personal safety 
Communication Smart home access Near...
Corporations + Startups 
Brands + Consumers 
Employees + Markets 
Machines + Media + The Public 
Multiple stakeholders imp...
Apple’s impact on entering the industry
Where are we headed? Let’s discuss… 
• Utility/Social Stigma 
• Price 
• Battery Life 
• Privacy (e.g., GPS and cameras) 
...
thank you.
Smartwatches: Past, Present and Future
Smartwatches: Past, Present and Future
Smartwatches: Past, Present and Future
Smartwatches: Past, Present and Future
Smartwatches: Past, Present and Future
Smartwatches: Past, Present and Future
Smartwatches: Past, Present and Future
Smartwatches: Past, Present and Future
Smartwatches: Past, Present and Future
Smartwatches: Past, Present and Future
Smartwatches: Past, Present and Future
Smartwatches: Past, Present and Future
Smartwatches: Past, Present and Future
Smartwatches: Past, Present and Future
Smartwatches: Past, Present and Future
Smartwatches: Past, Present and Future
Smartwatches: Past, Present and Future
Smartwatches: Past, Present and Future
Nächste SlideShare
Wird geladen in …5
×

Smartwatches: Past, Present and Future

24.936 Aufrufe

Veröffentlicht am

Ever since the successful KickStarter campaign of the Pebble Watch, smartwatches have been rolling out left and right. Perhaps the most visible player in the Internet of Things arena, there have been releases that have inspired and those that have misfired. With the pending release of the Moto 360 built on Android Wear and what seems an almost certain entry from Apple, the smartwatch express is just getting rolling. Greg Swan has tracked, researched, tested and worn multiple smartwatch designs in his role as Senior Vice President, Creative Technology Innovation. He'll share his thoughts on what's out there and what's to come.

(Presented at Mobile Twin Cities on September 8, 2014)

Veröffentlicht in: Geräte & Hardware, Technologie
  • Hey guys! Who wants to chat with me? More photos with me here 👉 http://www.bit.ly/katekoxx
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • Hello! Get Your Professional Job-Winning Resume Here - Check our website! https://vk.cc/818RFv
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • Hi, thanks for sharing this presntation. If you are interested you can also find extensive interview with Chris Dancy in TrendBook 2014 http://www.slideshare.net/nhatalska/trendbook-2014-5-crucial-consumer-technology-trends-you-need-to-know (starting from p. 13). Kind regards, Natalia
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier

Smartwatches: Past, Present and Future

  1. Smartwatches: Past, Present and Future September 8, 2014
  2. @gregswan SVP @ Weber Shandwick Brand Innovation Consumer Marketing Digital/Mobile Strategy Strategic Partnerships
  3. Why do we have such an obsession with smartwatch tech? Drawn by Nick O’Brien
  4. 1942 1979 1982 Future Cities. Home & Living into the 21st Century 1983 1963
  5. ..to this
  6. …but actually this?
  7. 3 –pronged approach to understanding where we’re at in the smart watch adoption cycle Ubiquity of Mobile Quantified Self Smartwatches Today
  8. Ubiquity of Mobile
  9. Smartphones Have Revolutionized Consumer Behavior, Disrupted Countless Industries
  10. Mobile accounts for 25% of all web usage 45 40 35 30 25 20 15 10 5 0 North America South America Europe Asia Africa Oceania Global 13-May 14-May MOBILE USAGE AS % OF WEB USAGE BY REGION, 5/14 11% 19% 6% 17% 8% 16% 23% 37% 38% 18% 12% 17% 14% 25% Source: Mary Meeker, Internet Trends, May 2014
  11. Smartphones are the Primary Screen in U.S. & China The eyeballs, and money are following. 50% 40% 30% 20% 10% 0% % OF TIME SPENT IN MEDIA VS. % ADVERTISING SPENDING, USA, 2013 Ad Spend Time Spent 5% 19% 12% 10% 38% 45% Internet Ad =$43B 25% Mobile Ad =$7.1B 22% 20% 4% Print Radio TV Internet Mobile % OF TOTAL MOBILE CONSUMPTION TIME OF ADVERTISING SPENDING ~$30B+ Opportunity in USA Source: Mary Meeker, Internet Trends, May 2014
  12. Rich Content & its Sharing is Rising Rapidly “VISUAL WEB” SOCIAL NETWORKS: UNIQUE TREND, USA, 3/11-2/14 USA UNIQUE VISITORS (MM) DESKTOP ONLY MULTI-PLATFORM Source: Mary Meeker, Internet Trends, May 2014
  13. Facebook & Twitter are Still King (and Queen) TOP FACEBOOK NEWS PUBLISHERS, 4/14 TOP TWITTER NEWS PUBLISHERS, 4/14 # OF INTERACTIONS (MM) # OF SHARES (MM) Facebook Shares Facebook Likes Facebook Comments Source: Mary Meeker, Internet Trends, May 2014
  14. 84% of mobile owners use devices during TV Time WHAT CONNECTED DEVICE OWNERS ARE DOING WHILE WATCHING TV, USA 0% 20% 40% 60% 80% Watching certain TV programs because of something read on Social Media Voting or sending comments to a Live program Buying a product/service being advertised Reading discussion about TV program on social media sites Emailing/texting friends about program Looking up info on actors, plots, athletes etc. Checking sports scores Shopping Surfing the web Tablet Smartphone Source: Mary Meeker, Internet Trends, May 2014
  15. Smartphones = Most Viewed Medium Globally DAILY DISTRIBUTION OF SCREEN MINUTES ACROSS COUNTRIES (MINS) 89 85 109 34 134 83 79 30 125 68 135 15 98 112 90 48 95 106 98 52 104 97 124 51 129 77 137 36 127 94 144 14 95 132 90 61 96 95 162 31 93 103 163 32 111 109 132 39 124 97 122 53 125 102 132 37 132 65 174 33 148 97 111 55 104 114 106 30 98 158 98 66 111 122 119 70 115 126 127 63 102 99 189 43 78 96 167 95 114 123 165 35 131 80 193 39 147 103 151 43 69 160 168 69 113 146 149 66 89 161 170 59 99 143 174 115 132 117 181 110 0 100 200 300 400 500 600 132 117 181 110 Italy France Japan Hungary Slovakia Canada Germany South Korea Poland India Mexico Turkey Spain Australia Kenya UK Argentina Russia Czech Republic South Africa Saudi Arabia Thailand Colombia Nigeria USA Vietnam Brazil China Philippines Indonesia TV Smartphone Laptop + PC TV2 SCREEN MINUTES Source: Mary Meeker, Internet Trends, May 2014
  16. if you can measure it, someone will, and that somebody should be you. — chris dancy Quantified Self
  17. history of self-tracking "quantified self” coined in 2007 by Wired Magazine editors “a collaboration of users and tool makers who share an interest in self knowledge through self-tracking.”
  18. The Quantified Self • The movement to incorporate wearable technology as a means to collect and track data related to personal inputs and outputs • Utilize quantifiable data to better understand oneself, one’s health and one’s limitations • Growth driven by affordability and widespread implementation of sensors • Popularized recently by fitness-related products Nike FuelBand, FitBit, Jawbone Up and more • Also called Body-Hacking, or Lifelogging
  19. sousveillance inverse surveillance, by recording an activity by way of portable, personal technologies a form of volunteer autoethnography
  20. “QSers” don’t just self-track; they also interrogate the experiences, methods and meanings of their self-tracking practices, and of self-tracking practices generally. -Whitney Erin Boesel, Cyberology
  21. “Dancy is connected to at least three sensors all day, every day. Sometimes, it’s as much as five. They measure his pulse, his REM sleep, his skin temperature and more. He also has sensors all over his house. There’s even one on his toilet so he can look for correlations between his bathroom habits and his sleep patterns.” (Wired Magazine) the extreme…
  22. the adoption of quantified self In total, 7 in 10 U.S. adults track an indicator of health for themselves or a loved one, and report that the activity changes their overall approach to health • 60% of U.S. adults say they track their weight, diet or exercise routine. • 33% of U.S. adults track health indicators or symptoms, like blood pressure, blood sugar, headaches or sleep patterns. • 12% of U.S. adults track health indicators or symptoms for a loved one. • 21% of Americans are tracking themselves using technology -- more than active Twitter users (Pew, Feb. 13) • Apple Stores sell more than 20 self-tracking products. • There will be an estimated 485 million wearable computing devices shipped by 2018 (ABI Research, Feb. 2013). For reference, 700 million smartphones were shipped in 2012. Source: Pew Research, “Tracking Health”
  23. "We are moving towards a time when the ability to track and understand data is deeply woven into our daily lives. Sensors are becoming cheaper and connectivity is more ubiquitous by the day.“ -Ernesto Ramirez, community organizer for Quantified Self
  24. how does it work? Tracking inputs and aggregating data around: 1. Performance 2. Health 3. Environment Then: • Aggregate and quantify data • Sync via web and apps • Compete against friends • Share 24
  25. Quantified Self Today One-off wearables Unattractive Little integration Practically no data ownership (via Sonny Vu, Misfit Wearables)
  26. Quantified Self Tomorrow Integrated into clothing/tech (via Sonny Vu, Misfit Wearables) (via Sonny Vu, Misfit Wearables) Unnoticeable Cross- device integration Increased data ownership
  27. centralized dashboards
  28. limitations • No common platform: every device tracks differently. • Medical limitations: measuring activity or sleep or food or blood pressure only tells part of the story. • Sharing: Only 34% of trackers share their data with someone else – which means that the other 66% are not as motivated as they could be. • Data ownership: users rarely have access to their raw data. • Privacy: emerging technology requires emerging regulations.
  29. 1. Sits and Spikes 2. Data ownership and portability is extremely limiting 3. Smart devices are smarter than dumb devices, but not much more 1. My primary doctor doesn’t care about all of this “health” data I’ve stored up 2. Gamification inspires action 3. Warm months = more activity
  30. Smartwatches Today –And Tomorrow (literally)
  31. 2013 SmartWatch Industry • 40 Companies had smartwatches on the market in 2013, expected to grow to 200 by the end of 2014 • A total of 3.1 million units were sold compared to 0.3 million in 2012, expected to grow to 15 million in 2014 • The average price for a smartwatch sold in 2013 was USD $225 • Market Value in 2013 was $700 million USD • In 2014 the Industry is expected to grow to $2.5 billion USD
  32. 2013 Market Share for SmartWatch Industry
  33. Consumer Insights/Primary Uses Personal assistance Health & Fitness Personal safety Communication Smart home access Near Field Communication (NFC)
  34. Corporations + Startups Brands + Consumers Employees + Markets Machines + Media + The Public Multiple stakeholders impacting smartwatch adoption
  35. Apple’s impact on entering the industry
  36. Where are we headed? Let’s discuss… • Utility/Social Stigma • Price • Battery Life • Privacy (e.g., GPS and cameras) • Data Ownership • Fashion • App Store • Standalone vs Slave • Special Uses vs. Mainstream Uses (e.g., kids, seniors) • Apple (e.g., iPad utility post-launch) • Geeky toys becoming mainstream (e.g., phones, fax, computers, drones)
  37. thank you.

×