Goodnight, sweet prince of the wearable kingdom. Last week, The Wall Street Journal reported that Google is retiring the current iteration of Google Glass, its pioneering wearable device. At least in its current form, that is. The report indicates that the device may re-emerge in the future, with a more business-oriented direction.
Part of the reasoning for the move would seem to do with Google's marketing strategy for the device. While Google usually is able to drum up positive groundswell by releasing early beta versions of its services and products (the now-ubiquitous Gmail was thought to be a joke when first launched) Glass proved to be another beast entirely: an actual joke.
One important marketing takeaway from this setback for Google is that there's no such thing as "one size fits all" when it comes to your marketing strategy. For Google, turning early adopters into product evangelists has been hugely successful. Assuming that same strategy would work with Glass gave it what might be its first true defeat.
While Google could take another crack at selling Glass towards the business market, its strategy will obviously have to be very different. I, for one, am quite curious about how Google would approach a B-to-B sell.
While we wait for the re-emergence of Glass, the hype over wearables hasn't diminished in the slightest. With the Apple Watch on the horizon, it's clear that wearables aren't going anywhere except for into peoples lives. Now that the Apple Watch has its first ad platform, the future is bright for wearables and marketing—even if a few of us are still mourning Glass.