Today Google unveiled a quick glimpse into a new product that's set to revolutionize the personal tech industry (and maybe every tech segment), Google Glass.
From a brand strategy perspective, this release is near perfect. - Let us know how you'd use this product in the comment section below.
Over a year ago Google unveiled the features it hoped to incorporate in its Glass concept. The video released today showcases the benefits. This is key — just take a look at how Blackberry recently rolled out its new phones and you'll see how uninspiring feature-based communications really are. With this clip, Google put Glass on their audience, allowing them to experience the benefits of its new product.
The YouTube release is smart. There may be commercials coming, but the goal of this video is to pique interest from what Google calls "bold, creative individuals," i.e. the early adopters. That audience will experience this release through social media and so there is no need for high-cost media placement.
Here is the full text from their site:
"We’re looking for bold, creative individuals who want to join us and be a part of shaping the future of Glass. We’d love to make everyone an Explorer, but we’re starting off a bit smaller. We’re still in the early stages, and while we can’t promise everything will be perfect, we can promise it will be exciting."
The page goes on to list a series of criteria that applicants must meet to have a chance at getting the $1500 glasses. The requirements include a Twitter or Google+ application that incorporates the hashtag #ifihadglass, 50 words or less, up to 5 photos and or a 15 second video. Applications are only open to Americans right now.
Limited availability elevates the product's value, positioning early adopters as special and unique, something that is right up their alley. Testing the product with other like-minded innovators, who will undoubtably help address any bugs or missed opportunites, is smart. When the universal release comes, those in the tech industry who matter will already have spent months/years becoming familiar with and helping improve the final product. Basically, Google sets itself up to have the most qualified and respected voices act as ambassadors later on when the product comes to market.
Finally, the product itself and how it's being shared speaks to the Google brand. The product is rooted in innovation, it is exactly what we've always loved about Google (minus all the "we're taking over the world's data privacy" stuff).
If you're curious about the tech aspect of this product, sorry, but I'm not a tech guy. I love innovation but I'm not qualified to write about it. Here's a great spot to get a northern tech perspective and I'm guessing @robulack is working hard to punch out his thoughts on the product.
Follow @yukonneil on Twitter and share your thoughts in the comment section below. Special thanks to @cherylmajor for help on the gammer side :)
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