As someone who’s been deep in high technology for the better part of 2 decades it’s been interesting to watch the dissemination of technology from the annals of my brethren down to the level of the every day consumer. For the most part its a slow process as many of the technological revolutions that are unleashed onto the mass markets have usually been available for quite some time for those with the inclination to live on the cutting edge. Companies like Apple are prime examples of this, releasing products that are often technically inferior but offer that technology in such a way as to be accessible to anyone. Undoubtedly the best example of this is their iPhone which arguably spawned the smart phone revolution that is still thundering along.
When it was first released the iPhone wasn’t really anything special. It didn’t support third party applications, couldn’t send or receive MMS and even lacked some of the most critical functionality of a smart phone like cut and paste. For those brandishing their Windows Mobile 6.5 devices the idea of switching to it was laughable but they weren’t the target consumer. No Apple had their eye on the same market that Nintendo did when they released the Wii console: the people who traditionally didn’t buy their product. This transformed the product into a mass market success and was the first steps for Apple in developing their iOS ecosystem.
With the beachhead firmly established this paved the way for other players like Google to branch out into the smart phone world. Whilst they played catch up to Apple for a good 3 years or so Google was finally crowned the king early last year and hasn’t showed any signs of slowing down since then. Of course in that same time Apple created an entirely new market in the form of tablet computers, a market which Android has yet to make any significant in roads too. However whilst Google might be making a token appearance in the market currently I don’t they’re that interested in trying to follow Apple’s lead on this one.
Their sights are set firmly on the idea of creating another market all of their own.
For products that really bring something new to the table you really can’t beat Project Glass. Back when I first posted about Google’s augmented reality device it seemed like a cool piece of technology that the technical elite would love but if I honest I didn’t really know how the wider world would react to it. As more and more people got to use Glass the reaction has been overwhelmingly positive to the point where comparisons to the early revisions of the iPhone seem apt, even though Glass is technically cutting edge all by its own. The question then is whether Google can ride Glass to iPhone level success in creating another market in the world of augmented reality devices.
There are few companies in the world that can create a new market that have high potential for profitability but Google is one of the few that has a track record in doing so. Whilst the initial reviews are positive for Glass it’s still far from being a mass market device with the scarce few being made available are only for the technical elite, and only those who went to Google I/O and pony up the requisite $1500 for a prototype device. No doubt this will help in creating a positive image of the device prior to its retail release but getting tech heads to buy cutting edge tech is like shooting fish in a barrel. The real test will be when Joe Public gets his hands on the device and how they integrate into our everyday activities.