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THE STATE OF WEARABLES

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THE STATE OF WEARABLES Scott Eggertsen


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WHY ARE YOU WEARING THAT? It’s a complicated market. How can we learn from previous failures? How can marketers capitalise?


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In 2019, 245 million wearable devices will be sold (CCS) The term fails to explain the complexity of the market WHAT’S THE LATEST?


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TO THE ODD FROM NOVELTY


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TO THE ODD


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TO THE ODD TO PETS


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SO MUCH HYPE… Yet to be delivered We’re still at the very early stages of development and adoption. Entry level prices remain high.


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2014 ‘THE YEAR OF THE WEARABLE’


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THE WORLD WASN’T QUITE READY It wasn’t clear to the customer what problem it solved. The ‘next cool thing’ is not enough to gain enough adoption.


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THE GENERIC PUBLIC WEREN’T ACCEPTING OF ‘GLASSHOLES’.


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2015 ‘THE YEAR OF THE WEARABLE’


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OFFERING A BLEND OF FASHION AND TECHNOLOGY


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Fuel bands, health trackers Researchers estimate steep regression of fitness band market share ADVANCEMENTS IN HEALTH AND FITNESS


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THE YEAR OF THE WEARABLE…AGAIN


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In what remains relatively untapped. Wearable adoption is greater than tablet adoption in its adolescence Is the popularity set to grow exponentially?


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WHAT DOES THAT MEAN FOR BRANDS AND MARKETERS?


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Provide contextual information and location, location, location. Cater for multi device use PROVIDE CONTEXT


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Beyond the ‘marketing as interruption’ PROVIDE UTILITY


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Glanceable content that allows users to get snapshots of ‘infotainment’ BE INFORMATIVE OR ENTERTAINING


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The consumer is in control. The minute their personal space has been threatened, they’re going to take off the device. The challenge is dealing with such a small screen. DON’T BE INTRUSIVE!


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The power of being at the forefront A value-add experience is absolutely necessary Be clever with your approach TAKEAWAYS


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