What are our motivations for using them? What needs do they fulfill? How can we be advertised on them? How can marketers leverage our location data to be hyper-relevant?
The only way I feel wearables can be successful is if a company uses them to accommodate an existing need rather than create one.
Example 1: Fitness bands
These are incredibly successful for a niche market of those who already care and actively count health metrics, whether it be through pedometers or calorie counters. For the general audience, it's hard to adopt to this because these bands have created the fitness-tracking need. As a person who doesn't typically count my calories & movement, I have no motivation to set up the band, app & continue with it since it's not necessary to my daily life.
Example 2: Disney MagicBand
Last week at DisneyWorld in Orlando, I arrived and was given a "MagicBand." This MagicBand had a credit card attached to it, as well as a hotel room key - so I didn't need to carry anything around at all. This accommodated an existing need through replacement - replacing a wallet and room key with a wearable technology.
Good job, Disney!
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| The Disney MagicBand, live from the Boardwalk hotel near Epcot |
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