Smartwatches: the first casualty in the body tech war

Your body is a battleground in the tech industry right now. If it’s not your eyes (Google Glass, digital contact lenses) it’s your wrist (Jawbone UP, Nike+ FuelBand and smartwatches). A recent piece on qz.com points out, every major manufacturer out there is currently making a wearable smartwatch device and will release it around the end of the year, if not before.

Don’t get me wrong I, like the rest of the world, have spoken into a wristwatch pretending to be James Bond on more than one occasion — either in jest or being taken seriously it has always been a “cool” thing to do. This alone made me think that it is a viable product but the more I dug into the area the less I can find actual consumers wanting this device — more what the type of device offers.

I started out by asking several friends from different groups that I know to do the “sniff” test. None of them actually wanted this beyond the gimmick. This led me to question why so many people are losing their minds over them? Fitness and lifestyle devices seem to be the main cause — the Fuelband and Jawbone UP devices are beautiful, easy to use and offer instant gratification — the smartwatches I have seen offer none of these things and simply try to be smartphones.

Where’s the data to support the demand?

Worryingly there appears to be very little data behind this trend — ABI seems to have a stranglehold on the search results for this particular topic, proclaiming that the market will sell over a million of these devices in 2013 alone. (I asked ABI for its research but it declined, although the author did admit that it “didn’t undertake the research through a consumer demand methodology” and only spoke to “…smart watch vendors and component suppliers.”

Forrester’s Consumer Technographics survey conducted last year does offer a glimmer of hope, showing 17% of US online consumers said they’d be interested in purchasing a Nike+ FuelBand, and 13% said the same of a Sony smartwatch or Google Glass, which (per Forrester) “…demonstrates the appeal of these devices to early adopters but not yet to the mass market.”

It goes on to suggest these technologies are often underused due to the value being difficult to see immediately — nothing new there but it does raise a huge issue. People still don’t get technology when they have to strap it to themselves — Google Glass is a prime example of this (although I believe through use this will be overcome because it does all the work).

Thirteen percent doesn’t quite feel like a slam dunk does it? Smartwatches are likely in for a bumpy ride but not just because of this figure — there’s a lot counting against them:

• They’ve been around for decades: They’ve been ridiculed, miniaturised, under-utilised and poorly designed. In short, something would have to be amazing in order to make one stand out or a “must have”. I suspect Apple, if anyone, would be able to change hearts and minds of consumers but — despite shifting profit centers — I suspect this is not a heavy feature on its roadmap despite the rumours as the price point will be low unless it is a smartphone you can wrap around your wrist. Does this really feel like Apple’s next iPod?
• Functionality is weak: Most are heavily reliant on your existing smartphone to work. Other functionality like playing music from your watch feels clunky and goes against years of understood behaviours. Draining battery life of your smartphone is also a key concern.
• True innovation is lacking: Beyond Filip (a watch for kids that simply calls home) — I have yet to see a compelling enough reason why I would slap one of these to my wrist considering I also have a smartphone with me.
• Design is key: People are wearing these items yet many existing models are lacking in the design department. Devices worn on the wrist that have seen success have — without exception — always had a high fashion element. Although I would argue even the prettiest of devices will be stigmatised if it doesn’t come with an apple stamped on the underside.
• They simply aren’t necessary: Most people get their time elsewhere and don’t need the device. With general recession, big markets (Asia in particular) in economic and environmental turmoil along with a sea change in consumer behaviour, it’s unlikely to be happy times for the watch industry (unless you are a luxury brand).

  It’s a truism that people don’t know what they want sometimes (a friend reminded me of the “faster horses” quote from Henry Ford) yet I am wary that these devices are not unique enough, being introduced at the right time or appealing enough to break out into the mainstream in their current state. In essence, the tech world has fallen victim to Hollywood with a severe case of “because we can, we will-itis”. All bets are off until Apple announces its device, but it’s unlikely this category will ever catch on or revolutionise industries like the iPod has done — although even then I suspect it won’t be on my Christmas list.

  Will you wear one? What am I missing? Let me know in the comments.

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  Image: Bigstock

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