Admitting you have a problem is the first step to recovery—a process bound to include rethinking and revamping stages. Least ways, that’s the probable path for Google Glass.
In so many terms, the brand recently acknowledged it jumped the gun. While there’s a market for devices worn discreetly on one’s wrist, head-mounted cameras seemed almost too geeky even for Sci-Fi geeks to wear. Equally unreceptive were those millions sans Google Glass since most found the idea of being shot by someone donning the glasses unnerving, even creepy. Ironically, Google learned this lack of privacy lesson from its cool reception via un-private Beta testing. By going prematurely public with an unfinished product, the company risked two things: turning off consumers and alerting competitors.
The fate of Google Glass depends on product redesign, brand repositioning and a revised public relations strategy. Not only does its image need to be accepted by a pro-privacy public, the product itself needs to look more like a normal pair of glasses (with app features). Not only must Google increase functionality, it must also decrease its consumer cost. At its previous price of $1,500 a pair, the luxury item only attracted a small percentage of customers and a great amount of odds that it will be knocked off by others, ready to sell a similar product to the masses at a lower rate.
If there is a silver lining for entrepreneurs, business owners, marketing and public relations pros to gain from this saga, it’s the simple saying, “If first you don’t succeed, try and try again.” But hopefully you won’t lose your shirt—or glasses—in the process.