Abstract

This case deals with the debacle of Google Glass, a wearable technology device launched by technology giant Google. Google Glass failed to capture the smart eyeglass technology market segment and found difficult to sustain itself in the long run. The failure of the device was a major debacle for Google. Google launched its ambitious Google Glass Explorer program with the objective of building on the concept of projecting digital information into the wearer’s field of vision. Critics pointed out that Google had made the mistake of launching the prototype product without assessing customer feedback and promoted it as a consumer device instead of targeting the B2B audience, and said this was the reason for its failure. Besides, its poor quality battery, bulky design, product flaws, and privacy concerns seemed to be the major challenges for Google Glass in a diversified competitive market. However, the company committed to continuing the project by launching its new enterprise edition of Glass in 2016.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand Google Glass’s objective of delivering hands-free information to users and sharing the world through smart eye glass technology.
• Understand the faults in the product promotion and marketing strategy undertaken by the company for Google Glass.
• Analyze the challenges faced by Google Glass to sustain itself in the smart eyeglass technology market segment.

Keywords

Google Glass,Wearable technology,Smart glass,Google Glass Explorer program,Google X,Smart eye glass technology,Project Aura,Augmented reality glasses