Google (News - Alert) Glass! What exactly went wrong with this device? The answer of course depends on who you ask, because there are two camps with polar opposite views of this technology. The camp that liked it, really liked it and they showed their enthusiasm by wearing it everywhere, which didn’t bode well with those that disliked it.
Calling the wearers “glassholes” and businesses banning the device from several establishments didn’t help Google’s PR efforts for a wide adoption. Therefore, when the company announced it was shelfing the project until further notice, no one was surprised. This time around the launch was whispered to businesses, and in retrospect companies should have been the testing ground for Google Glass.
Six months after it halted the sale of the consumer version, the WSJ reported the company has released a new version of the Glass, and it is going after different industries, including healthcare, manufacturing and energy.
So, why is this is a smarter move for Google?
If you go back in time and think about cellphones, it was first marketed to C-level executives. As lower management and eventually rank and file employees gained access, the market made it available to consumers. Wide adoption took some time, but now you would be hard-pressed to find someone without a mobile device.
This was a complete overhaul of how Google was going to market the Glass. First it moved the Glass team from the Google X division so it can thrive or fail on its own. Second, Tony Fadell, CEO of Google Nest, was put in charge of the Glass team. According to reports, he wanted a complete redesign, starting from scratch.
Although full details of the new Glass haven’t been released, it will have a faster processer with the Intel (News - Alert) Atom CPU, new larger prism and optional external battery pack. According to 9to5Google, it is being called "Google Glass Enterprise Edition," and it will support 5GHz 802.11ac Wi-Fi with a more rugged and waterproof construction.
The WSJ reported the new Glass will not be available to the public, and businesses should get their hands on it by the middle of 2016.
The first time around Google tried to force feed the technology to the public, with very bad results. This time around Tony Fadell has the right approach. When employees in companies around the world start using the Google Glass and realize how useful it is, they will want to buy their own Glass; and they won’t care who calls them “glassholes.”
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