Why Did Google Glass Fail?
Google X, now known as X, was a secretive initiative in 2010 when founded by Sebastian Thrun. He attempted to improve life and commodities by a factor of 10, rather than 10%, through efforts called moonshots. Google Glass, wearable "smart glasses," is a Google "moonshot" technology. The product was launched in 2014 but pulled from the market by 2015.
Google sought to capitalize on Glass's hype and potential. Rather than promoting the product as a prototype technology from the future as initially intended, the hype-building marketing campaign and the high sticker price of Glass gave it the allure of a premium product.
Key Takeaways
- Google Glass, wearable "smart glasses," is a Google "moonshot" technology.
- The product garnered considerable criticism, with concerns about its price, safety, and privacy.
- Google Glass was launched in 2014 but pulled from the market by 2015.
Developing Google Glass
The central dispute among members of Google X was whether Glass should be used as a fashionable device all the time or only for specific utilitarian functions. Google co-founder Sergey Brin wanted to release Glass to the public and have consumers provide feedback that Google X could use to improve the design.
The Glass prototype was released early to be more forward-looking than convenient. However, consumers wanted wearable technology with functionality.
Marketing and Demand
Google advertised Glass in terms of experience augmentation. The 2012 demo reel featured skydiving, biking, and wall scaling. Eventually, the videos showed user-friendly information instantaneously appearing on-screen during everyday activities. However, using Glass required lengthy battery life, improved image recognition capabilities, and a lot of data.
Glass chose to integrate a low battery life that enabled users to check messages, view photos, and search the Internet. Glass, which retailed for $1,500, competed with other devices that housed superior cameras, larger capacities, and faster processors.
Reasons Google Glass Failed
Questions arose about the sustainability of Google Glass. Would users be comfortable wearing a camera around their faces every day? Some bars and restaurants barred wearers from entry; several simply banned the device altogether. Other reasons that Google Glass failed to prosper include:
- Google Glass was marketed as a luxury item with a high price.
- Google sought to create a niche and a specific community of Glass Explorers.
- Google attempted to associate the product with fashion designers. Glass was featured during Fashion Week and in relevant advertisem*nts.
- The product garnered considerable criticism, with concerns about its price, safety, and privacy.
Is Google Glass Technology Used Outside of the Retail Space?
Google is using Glass technology in manufacturing settings to help make jobs safer. Called Glass Enterprise Edition, Google has developed devices to help manufacturer workflow. These devices clip into glasses or safety goggles, allowing for faster job completion by providing information without being a distraction.
What Were Some of the Technological Limitations of Google Glass?
Surveys found that hardware and network limitations existed with failures in transmitting images, lost connections, and sudden restarts.
What Is Moonshot Technology?
Moonshot technology is an ambitious project that aims to solve some of the most challenging problems and requires breakthrough innovation and new technology.
The Bottom Line
Google Glass, wearable "smart glasses," is considered a Google "moonshot" technology. The product received considerable criticism, with concerns about its price, safety, and privacy. Google Glass was marketed as a luxury item with a high price, and the company aimed to create a niche customer base. Google Glass lasted less than a year on the market.
