Debacle of Google Glass



Case Code : CLCB066
Publication date : 2016
Subject : Consumer Behaviour
Industry : Technology Industry
Organization :-
Length : 7 pages
Teaching Note : Available


Short Case Study Price: INR 100;

Buy Now

To download this case click on the button below, and select the case from the list of available cases:

Short Case Studies

Express Checkout

Abstract: ICMR India ICMR India ICMR India ICMR India RSS Feed

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.


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.


On January 19, 2015, US-based tech giant Google Inc. (Google), took the tech world by surprise when it withdrew its smart glass, Google Glass, from sale in the markets. The company also discontinued the Explorer Program under which users such as gadget enthusiasts and software developers, whom Google called Explorers, purchased the device for US$1,500 and gave the company valuable insights into the usage of the Glass as its beta testers. According to Adrian Hon, CEO and founder of Six to Start , “Even if Google didn’t admit it, it was clear from the start that Google Glass was not consumer-ready. Google should have managed expectations by presenting it as a developer prototype instead of showing it off at fashion events and selling it for 1,000.” ..

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

* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.