Google glass was well before its time we know that, at the time we thought it was a joke or we enjoyed to laugh at other people who were moving into a world that didn't make sense at the time.
Fast forward a few years and all of a sudden a world where you have a augmented experience is more real and we all start to think differently.
Glass is back, well it really never went away, they have just now found the right market fit for it and that is in Enterprise. These are perfect applications for it and make a lot of sense.
However the key thing to take from this glass experiment is that any time you decide that new technology or a new experience for your customer is the way you want to go you need to step back and consider your market. Listen to them, put something in their hands and try and hear what the reality looks like. There is always a world for it however it just needs to fit right.
Technology is great, it helps us solve the challenges we have in life or make the good things great, but there are always implications and these need to be consider, measured and then reconsidered and remeasured.
Long live glass and long live new technology
So, what can marketers learn from the initial failure of Glass and its Enterprise comeback? First, you should have a plan. Don’t rely solely on your name, or on building up hype. Next, listen to public response and adjust accordingly. Privacy issues are still a concern, even (and perhaps especially) with Enterprise. Third, you need to have an idea of who your target market is and put yourself in their shoes. How might they actually use the product effectively? Put some ideas out there and suggest creative ways customers can implement product functionality and features in their daily lives. Or, like Philips, you can even ask them for ideas.