Thesis Overview
Title: Marketing Wearable Computers to Consumers: An examination of early adopter consumers' feelings and attitudes toward wearable computers
Hypothesis:
Wearable computers are currently used in the defense, commercial and industrial industries. However, only two wearable computing products are available for consumers purchase and no consumer reports exist that examine the issues surrounding consumers interest in and adoption of wearable computers.This thesis will garner input directly from early adopter consumers about what type of features they are most interested in and which functionality would entice them to purchase a wearable computing product. This thesis will also explore and present the issues and pre-existing attitudes consumers have about wearable computers that will hinder its adoption by this market.
Literature Review:
To research early adopter consumer's potential acceptance of wearable computers, this thesis builds upon three distinct areas of academic research.
First, this thesis examines a multitude of theoretical frameworks for product adoption and diffusion.
Secondly, this thesis looks at models for forecasting consumer behavior and potential adoption of new products.
Finally, the thesis dives into network economic theory and how the current state of American wireless infrastructure will influence the adoption of wearable computers.
A compilation of various theoretical frameworks will be created to examine the complex process of consumer adoption of a new technology product from the broad market analysis perspective through the specific study of individual psychology.
New product development and marketing theories focus on creating models, defining universal characteristics behind consumer adoption of new technologies, and creating formulas for predicting diffusion rates for innovations. The work of product adoption researchers Rogers and Moore is used for their outline of the stages of the decision making process, their categorization of consumers into groups depending upon their rate of adoption of new innovations, and their definition of attributes and other factors that impact product adoption. The relevance of the Bass Forecasting Model and the Delphi Forecasting Model is assessed in predicting consumer adoption of innovative technology.
Equally important are the consumer behavior theories that aid in understanding how consumer motivation affects adoption. The theories of Marshall, Freud, Veblen, Herzberg and Maslow are examined to look at how consumers may react to the introduction of wearable computers.
The most significant application offered by wearable computers is its ability to allow for the access and display of full web pages while mobile. This feature relies on a strong wireless infrastructure with high data transfer rates. This thesis tracks the evolution of American wireless infrastructure (both cellular and WiFi) and applies network economy theory to illustrate how its current state and limitations negatively influence consumer adoption of wearable computers. Economic theories of network effects, standards, policy, and interoperability reference the works of Margolis and Liebowtiz, McGowan, and Bensen and Farrell. In addition, various wireless standards association websites and materials are referenced to outline the history and evolution of WiFi and cellular networks.
No consumer reports currently exist that examine the issues surrounding early adopter consumer interest and potential purchase of wearable computers. The two market research analysis that do exist were developed by the Gartner Group and Venture Development Corporation and look at commercial and industrial adoption and use of wearables which have different restrictions and interests than the consumer market. The technology industry has been hard hit by the current economy and wearable computing firms currently do not have expenditures for research and development or analysis of the cost benefits of fully entering the early adopter consumer market. Therefore, this research will be invaluable to industry players and will provide them an opportunity to reengineer their current product offerings into a product well designed for this market segment.
Methodology:
This thesis examines early consumer market's potential adoption of wearable computers by determining which wearable computer features and applications would appeal to consumers, by outlining whether the network infrastructure exists to truly support mass mobile computing, and by examining which pre-existing consumer attitudes and reactions to wearable computers will influence the product's market adoption.
This thesis will deploys a variety of research strategies (which include literature reviews, market analysis and the collection of consumer data) to highlight the issues influencing wearable computer's successful adoption by the early adopter consumer market.
The research for this thesis is divided into three parts.
The first part explores the history, development, features and applications of wearable computers; the state of the current consumer wearable computing products and the history and state of the wireless infrastructure that supports the mobile functions provided by wearable computers.
The second part examines a multitude of theories that can shed insight into marketing a new technology to the early adopter consumer market.
The third part of the research involves direct data collection. The three data collection efforts consists of two online surveys, one focus group, and one daily use trial of Xybernaut Corporation's Poma product by a member of the target market.
The conclusion
includes an outline of the current challenges and opportunities present in
the early adopter consumer market for wearable computers and presents product
enhancement suggestions and messaging points which can be utilized by wearable
computing firms to market the next generation wearable computers to this market.
?????
If interested in obtaining a executive summary of findings, please contact me at katherine@watier.org
The Father of Wearable Computing: Steven Mann
Wearable Computer Articles:
Star Tech
'Wearable
technology' on the horizon, but will only gadget geeks care?
Znet
The
future's here now - wearable PCs
Scientific
America
http://www.scientificamerican.com/
Wired
http://www.wired.com
Wearable Computers:
Existential Technology Empowering Individuals against the Orwellian Future
http://eyetap.org/defs/manifesto.html
A snippet: “We should be wary, however, not to jump too eagerly on the wearable bandwagon. After all, not all wearable technology enhances self-determination and control over personal destiny. For instance, by denying the wearer the locus of control, some wearable technology works ``against'' rather than ``for'' the wearer. This has, at times, both throughout history and in the present day, been used to enslave, imprison, or control the wearer. Tracking devices, such as active badges, may be used to monitor the location of a prisoners, for instance. Some such devices have the capability of providing an "electrical corrective signal" (euphemism for pain-giving electric shock). Even wearable computers whose programs cannot be analyzed or changed could potentially work surrepticiously against the user.”
[Thesis][Articles][Links][Buzz][Vendors][Research Centers]
?Questions? Contact Katherine kwatier@junglemate.com
About
the author