I am worried that many people in our electronics industry may be completely mistaken for the so-called "wearable" trend. In the era of the rise of this wearable device, the most important issue should not be to discuss the appearance of the wearable device, but to understand "Why do you need a wearable device?" In addition to showing off to you, you are wearing it. A cool smart watch, it is about the benefits that the wearable performance of the device brings to the user.
Not long ago, both Samsung and LG released the first smartwatches using the Android Wear platform, which is Google's operating system for smartwatches and other wearable devices. It’s not trying to put a whole smart phone into the watch. The new device designed with Android Wear is designed to convey the message needed to facilitate quick response. This is in contrast to the previous generation of devices that “tied the smart phone to the wristâ€. In comparison, it is an improvement.
In fact, how many of us would want a watch that screams every time we have a new newsletter, a new Facebook message, or a new email? Of course, I know that the Android Wear smart watch is not just a notification, but I don't know if you are like me. I think the notification function of Android Wear is like going back to the pager era? I think a lot of people don't want to wear something like an electronic chain again.
Let's put Android Wear aside and talk about GoPro cameras. The GoPro camera, which uses Hero as the product name, retails for between $199.99 and $399.99, making it a popular sporting enthusiast, especially for surfing, diving, snowboarding and cycling. This product feels a bit like a prototype of a wearable device and is a pioneering example of all wearable devices in the future.
GoPro, which recently listed on the US stock market (GoPro's current market value is $2.96 billion), is a remarkable achievement for a startup. A Reuters newspaper quoted Dougherty & Co analyst Charlie Anderson as saying: "Since the iPod and iPad came out, there is probably no consumer electronics brand like GoPro that can play a leading role in its product space."
I'm not sure if I will follow up on GoPro's praise, but this sports camera supplier has indeed succeeded in branding itself in a clear market segment that is dominated by other large consumer electronics and traditional camera manufacturers. Businesses still dare not try. I think the most admirable thing about GoPro is the question of "Why do you need a wearable device?" and its camera performs well in this respect.
GoPro's ski helmet with camera Hero 3+
As we all know, GoPro founder Nick Woodman was inspired by the founding company because he wanted to take photos of his sports while surfing in Australia in 2002. At that time, there was no camera on the market that allowed amateur photography. The teacher can take pictures when he is exercising, and he can "wear" on his body.
Putting a small digital camera on a helmet or installing it on a so-called extreme sports equipment such as a bicycle is not the wish of Woodman alone. Many sports enthusiasts are also eager to capture very high-quality images when they exercise. To record your own "records." GoPro's camera is not a device developed for "wearable", but to achieve a task closer to the user in motion, "wearable" becomes an indispensable element.
I think the new generation of Android Wear device makers lacks Woodman's motivation and enthusiasm, and misses the real focus of wearable devices; those manufacturers develop wearable devices for the wearable device market, but they don't think If you want to wear a smart device on your body, you must or can only say "not bad."
GoPro's success also indicates who can dominate the future of the wearable device market. It is worth noting that the old brands in the consumer electronics market such as Sony, Panasonic and Canon have seriously misunderstood the sports camera market; their technologies are top-notch, but they have not been able to develop sports by understanding the emotions of users. camera.
As Envisioneering Group analyst Richard Doherty said, the failure of those old brands is not a lack of courage to try: "Sony has tried many of the features of GoPro products in high-priced products, and Samsung has developed similar prototypes, but according to ours I know that those operators have not successfully sold sports cameras."
So how is GoPro successful? Doherty believes that the company happened to be catching up with the trend of people's love for "self-portraits"; the marketing campaign to invite certain sports celebrities to film with GoPro cameras, and the strategy of actively publishing videos on YouTube and the company's official website also played a role. effect.
Francis Sideco, an analyst at IHS Technology, believes that software is also a big success factor for GoPro to highlight itself: "The device provides high-quality video and can easily edit and share video through a free application. The price of the product is also in line with consumption. Expectations;" He pointed out that although other competitors such as Contour and Drift made similar attempts, GoPro's marketing activities succeeded in making the company a leader.
However, Sideco also said that GoPro needs to maintain a technically competitive product and cultivate its customer base through regular customer events and video contests; the company has indeed begun to do this: "Their public offerings also revealed this. Strategic direction."
If GoPro's success brings any inspiration, those who will succeed in the wearable business will understand the users and know why they continue to wear wearable devices; in addition, they can develop users. A company that takes full advantage of the software of the wearable device.
As the Dovisionty of Envisioneering Group concludes, GoPro is enjoying: "Let them succeed in building a brand's social network emotional attachment, and by listening to the user's voice, they will be able to stay fresh." I also think this It is the need for many suppliers who are interested in developing the market for wearable devices to learn.
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