Recently, a patent application filed by the members of the Oculus R&D division allowed the online media to make a few educated guesses on how this gadget will look like.
You may read more details on this gadget – Facebook’s AR glasses – in this Engadget article. Essentially, the working principle is that of a “waveguide system that projects images and light into the user’s eyes”. The concept is not innovation per se, which means that the materialization should be excellent and in time, in order to stay ahead of its potential competition.
Will AR glasses cut their own niche on the market?
…or perhaps they don’t need to, since they might just work out as a handy and/or fancy accessory to smartphones. Here you may check out a 2015 rundown of the alleged such gadgets at the level of 2015. Just a couple of years later, and we still have not witnessed the large-scale success of the products mentioned in this article. Some of them are even a complete novelty for the 2017 reader, which means they have practically fallen off the board.
We have explained in a previous blog post the reason why AR (and not VR) works for the smartphones – therefore the choice of AR over VR comes without saying. The potential market for AR glasses consists of the mass of smartphone owners. Compatible smartphones, of course.
Therefore, all it might take is a working, attractive gadget, good marketing and attractive features – for this new trend to spread virally. There is, however, a fine line between success and flop when it comes to “accessory” gadgets, which might explain the careful way the tech companies proceed. Long planning stages, testing and re-configuring try to avoid the possibility of this type of gadgets being crushed once they “see the light”.
What you see might not be what you get
This does not refer to the above-mentioned gadget itself, so you may rest assured the Facebook team is indeed doing their best to produce a great device. The subtitle allegation concerns the target audience, or the market, if you will.
Sociology is the key to marketing success. Of course, nowadays it is itself based on big data parameters, so having access to correctly-processed big data is also a must. Here’s a factual example –let’s say an employed male in his 30 officially owns a smartphone. Although the account shows up in his name, due to the fact that his days are always busy and that he actually predominantly uses his work phone, the data concerning the use of his phone might in fact be generated by an elderly relative or a young one, with access to his phone.
Therefore, when estimating the chances of success on the market of a new device – the predictive capacities, even when automated, are not certitudes per se, even if some companies try to get to that point. There are a lot of smoke screens coming from the way things go in real life.
Sometimes it is hard to find the explanation for why a certain device did not meet its success, or why, on the contrary, the sales practically exploded on the market.
Key takeaways from the AR glasses (ongoing) saga
It turns out that when you are keen on an idea, and you also have the financial backup for it, it may be actually wise to go on perfecting it – don’t give up on your dream!
The market gets ripe for certain concepts, although it takes time – so pay attention and strike the iron while it’s hot – timing is important!
Keep your target audience on their toes, without revealing more than necessary, since the competition might be following your moves too.
(Well, some of you might already be extremely familiar with these best practices, but it never hurts to express them once more).
Good luck in your endeavors from the Canvy team. We are wondering how communications will look like with the AR glasses available for our users…