The ‘web of things’ or ‘internet of things' simply describes the relationship between human beings and everyday objects using the internet. A world where lighting is controlled by the genre of music being played and our fridges notifying us that we need more juice to replace the vitamins lost on the cycle commute is a very real one. The ‘web of things’ is happening. An era of devices that intertwine with our clothing and bodies (wearable technology) is upon us. If you are to cast your minds back to 2010 and the release of the iPad and recall the cries of ‘Why? Why would we need such a product? How does this help me in life?’ And look at us now, eagerly awaiting the next iteration and it’s accompanying accessories. The same thing will inevitably happen when the impending wearable technologies crash over us. Google Glass, Samsung and Apple’s smart watches will change the way we consume products, socialise and work. This week’s Identica Insight delves under the skin of the wearable tech world.

1. IDENTICA
INSIGHT
WEARABLE TECHNOLOGY
Issue 11

2. © Copyright Identica Limited 2013
2Issue 11
WEARABLE TECHNOLOGY
WEB OF THINGS
The ‘web of things’ or ‘internet of things’
simply describes the relationship between
human beings and everyday objects using the
internet.
A world where lighting is controlled by the
genre of music being played and our fridges
notifying us that we need more juice to replace
the vitamins lost on the cycle commute is a
very real one. The ‘web of things’ is happening.
An era of devices that intertwine with our
clothing and bodies (wearable technology) is
upon us.
If you are to cast your minds back to 2010 and
the release of the iPad and recall the cries of
‘Why? Why would we need such a product?
How does this help me in life?’
And look at us now, eagerly awaiting the next
iteration and it’s accompanying accessories.
The same thing will inevitably happen when
the impending wearable technologies crash
over us. Google Glass, Samsung and Apple’s
smart watches will change the way we
consume products, socialise and work.
This week’s Identica Insight delves under the
skin of the wearable tech world.
In 2003, there
were 500 million
devices connected to
the internet.
500M
Cisco predict that
by 2015 there will
be 25 billion
devices connected
to the internet and
50 billion by 2020.
25BN

3. © Copyright Identica Limited 2013
3Issue 11
CURRENT
LANDSCAPE
It’s true that society, and especially younger
demographics are intrinsically tied to their
smartphones. To the point that you could
argue that those smartphones are wearable
technologies themselves.
Currently the wearable consumer tech market
has a focus upon fitness and well-being
products. There are countless fitness
wristbands which are accompanied by apps
that track sleep, steps and heart-rate to give
consumers an understanding and analysis of
their daily activity. These technologies are
designed to quantify previously unknowns and
motivate users to lead healthier lives.
These products are increasingly designed so
users have to reach daily targets, in turn
encouraging activity. A game if you like.
The first smartwatch, Pebble, began it’s life on
crowd-sourced website, kickstarter.com where
it raised over $10million to start production.
The Pebble pairs with both Android and
iPhone and allows users to read text messages
and emails, control music, track fitness
activity, view incoming calls and display
weather forecasts.
WEARABLE TECHNOLOGY
of wearable
technologies are
currently attributed
to sport and activity.
61%
1
2
1. Jawbone Up
costs £99 and syncs
with many other
fitness and
nutritional apps.
2. Pebble smartwatch
costs $150 and due
to its e-reader display
has a battery life of
7 days.

4. © Copyright Identica Limited 2013
4Issue 11
IMMINENT RELEASES
WEARABLE TECHNOLOGY
Wearable technology can both be an input and
output for the ‘internet of things’. Data can be
collated from devices to inform the larger
network but also filtered back once analysed to
further inform.
Google Glass is very shortly about to arrive in
the consumer marketplace and when it does it
will transform the way we access data. Of
course the first iterations will be slightly
bumpy but accessing maps, location
information, people’s names and profiles,
weather, traffic, music, media directly in
front of you, whenever you want it, will
be revolutionary.
Of course this will also change the way we
purchase products and be exposed to
marketing messages. Image recognition
inside retail stores to find more about
products while being exposed to advertising
of products and services while in the vicinity of
certain environments will lead to a completely
new media platform.
Pebble have kickstarted the smartwatch
race but now it’s the turn of the tech
market leaders to create increasingly
seamless products.
1. Google Glass cost
‘early adopters’
£985 but when
released in Q4 2013
that price will
decrease.
2. Samsung have
announced the
Galaxy Gear - a
smartwatch that
allows users to take
photographs and
answer incoming
calls while being
synced to a Samsung
device. It will cost
£250 and wil be
shipped in September.
3. Memoto is a
camera that clips
onto clothing and
captures images
every 30 seconds.
Those images are
then compiled daily
into a daily visual
blog. £200.
1
2 3

5. © Copyright Identica Limited 2013
5Issue 11
PIRACY & PRIVACY
WEARABLE TECHNOLOGY
Even before its launch, many people, including
US Congress have raised concerns
surrounding the privacy control while using
the Google Glass or any eye-wear technology.
Google claim that privacy and the protection of
identities is paramount but there are countless
situations in which personal privacy may be
compromised by Glass. Nobody could stop
somebody recording a pin-code transaction.
In Seattle, the 5 Point Cafe has just
banned the use of Google Glass. They simply
don’t want their clientele on film without
their knowledge.
People are also concerned about non-natural
data in their line of vision inadvertently
disrupting cognitive capacity. Social situation
may also be compromised. Many believe
wearable technology may be similar to the
baseball hat. In certain situations, a hat
doesn’t even register but at a wedding or at
church it certainly does. We believe wearable
tech will have similar socially
acceptable parameters.
Google haven’t put
face recognition
into their glass
product but 3rd
party developers
have already
placed it into the
hardware while it
has been out in
development.

6. © Copyright Identica Limited 2013
6Issue 11
A barrier to purchase for all wearable devices
will be their aesthetic short fallings. All
garments and accessories that we wear are
extensions of our personalities. Glasses
however, are far more personable and
identifiable than a watch for example.
Brands that launch wearable devices need to
be far more fashion conscious. Google are in
talks currently with the trendy US eye wear
manufacturer, Warby Parker. This
collaboration could see Google’s technology
marry perfectly with attractive design. There
is only a small group of society that will be
happy to wear the product as it currently
stands. If the technology could be applied in
different frame forms, we could see the product
sell quicker than Google imagined.
All wearable tech manufacturers need to
understand that it isn’t their technology that
won’t be embraced by the mainstream, it’s
their form. Expect to see far more tech and
fashion collaborations.
FUNCTION MEETS
FASHION
WEARABLE TECHNOLOGY
EVEN IN SAN FRANSISCO,
A GUY WEARING GOOGLE
GLASS LOOKS LIKE A FOOL
“ “

7. © Copyright Identica Limited 2013
7Issue 11
INNOVATIONS
WEARABLE TECHNOLOGY
Graphene is a one atom thick layer of graphitic
carbon - yet it is stronger than diamond,
transparent, lightweight and has incredible
conducting properties. Samsung have
produced phone prototypes using the material
but there are rumours surrounding Apple’s
iWatch featuring graphene that have the
ability to wrap around the users wrist.
Graphene opens up a whole world of
possibilities for wearable technologies due
to its flexibility.
There are huge teams of people from the
world’s leading labs trailing new developments
in wearable tech to gain a market advantage.
A team of engineers from MIT have created
the Sesame Ring. The 3D printed ring features
an RFID tag that allows users to store
passcodes; simply a wearable Oyster card.
Students in Singapore have already been using
the rings to move around their campus and
MIT are to follow shortly.
Japanese company Neurowear have created a
range of fashion items that operate using
brainwaves, including a pair of moveable cat
ears. The ears are in an upward position when
the user is concentrating and down when the
user is relaxed with various movements
in between.

8. © Copyright Identica Limited 2013
8Issue 11
Scientists at the University of California have
engineered e-skin that responds to touch and
even pressure. The flexible interactive skin
has been created to give feeling to those who
use prosthetic limbs.
The skin is made from synthetic rubber and
plastic which is thinner than a piece of paper.
The technology is currently being combined
with Biostamps. Biostamps use high-
performance silicon, can stretch up to 200 per
cent and can monitor temperature, hydration
and strain, among other medical statistics.
The creators say that the e-skin is being
developed in a way which will eventually see
the silicon used as smart watches and even
quick finger payment.
Equally as astonishing, researchers at the
National Taiwan University have created a
‘wearable oral sensory system’.
The system places a mouth sensor inside an
artificial tooth and monitors if users are
eating, drinking or smoking too much. The
advancement is a further step towards
healthcare and dietary tracking.
INNOVATIONS
WEARABLE TECHNOLOGY
1
2
1. During E-skin’s
tests the technology
was applied for a
24-hour period and
was flexible enough
to be comfortable.
2. ‘Smart Tooth’
creators are to design
a new Bluetooth-
enabled prototype
that will be small
enough to fit inside a
tooth cavity and
feature inductive
battery recharging.

9. © Copyright Identica Limited 2013
9Issue 11
There seems to be a fair chunk of cynicism
surrounding ‘intrusive’ wearable devices.
There was a period in history when accessing
the time was left to clock-towers and sundials.
A ground-breaking innovation was to create
small clock wristbands which gave everybody
access to the time.
In the future, devices will make intuitive
decisions based upon knowledge and input
from ourselves. They will communicate around
us and through us to enhance and simplify our
lives. Intelligent networks will mine our data
to enhance our workday and social experiences.
As this data collection becomes more sweeping
and sophisticated, the future could see it
incorporated with our medical care. Your
doctor will be able to make better
recommendations. Eventually, insurance
companies will give customers who use a
wearable device lower rates - as long as they
share that data.
One thing is for sure for the initial adoption of
wearable tech, their use must be physically
effortless as well as intuitive.
WHAT DOES
THIS MEAN?
WEARABLE TECHNOLOGY
EVERYTHING THAT IS
IN THE WORLD WHEN
YOU ARE BORN IS
JUST NORMAL.
“
Douglas Adams, Writer
“

10. © Copyright Identica Limited 2013
THANK YOU
FOR YOUR TIME
For further information please contact:
LEAH.WILLIAMS@IDENTICA.COM
+44 (0) 20 3451 9717