Sorry Google. It looks like Snap Inc. (the company formerly known as Snapchat) might edge out the tech giant in its bid for the wearables market. Though their functionality may be limited to videos, Spectacles are designed to appeal to the masses rather than early adopters.
One major criticism of Google Glass was that the glasses stood out in an uncomfortable way, and Spectacles seem to be designed with that in mind. The sleek “techie” aesthetic of Google Glass is eschewed by Spectacles. They’re designed to look like stylish sunglasses, which allows them to blend in. As an added bonus, the shape is very on trend for 2016.
Style and accessibility seem to be a major focus in most aspects of the Spectacles marketing plan. Though the product distribution is still limited, the average consumer has the ability to buy a pair if they’re near a Snapbot, a unique vending machine concept. Consumers can buy a pair of Spectacles for on $130, which is a far cry from Google Glass’s $1,500 price point.
Though it seems like Spectacles are everything that Google Glass wanted to be, it’s important to remember that Google was the pioneer in the glasses wearables category. The first iteration of Spectacles only allow users to take videos, while its predecessor allowed wearers to receive notifications as well. The decreased functionality makes the current model of Spectacles almost impossible to use as a media vehicle.
Some advertisers are excited about the potential role of Spectacles in message delivery, but until functionality is added, advertisers should focus on how Spectacles can enhance their creative strategies. Point of view is critical in any creative work, and Spectacles will allow creatives to explore new and specific points of view.
Personally, I’m not much into Spectacles as a concept, but the dollars talk. The Snapbots are selling out of Spectacles in four hours. Advertisers should take note, but stay cautious. It’s unclear whether Spectacles are just a fad or have the staying power that Google Glass did not.
Do you think Spectacles are here to stay? Let me know in the comments!