The wearables market represents a significant market opportunity for device OEMs. But like any emerging computing platform, wearables still have to figure out where they sit in a consumer’s lifestyle. No question, consumer awareness and adoption have increased recently, but OEMs, developers, and device manufacturers still have to consider and overcome several market barriers. We’ve summarized some of the top wearable industry challenges below.
OEMs still searching for and defining wearables’ value for consumers
It remains to be seen how much usage wearables can claim away from consumer use of smartphones, tablets, smart TVs, and game consoles. Smart-watch brands understand the challenges but are looking for a magic formula that combines killer features with distinctive designs and marketing strategies. Apple’s CEO Tim Cook summed it up succinctly during the 2013 All Things Digital Conference. While he acknowledged that, “The wrist is interesting,” he emphasized that, “You still have to convince people it is worth wearing.”
Long-term success in this market will depend on a brand’s ability to build a loyal use base and a unique brand appeal. Creating an emotional connection with its target users will be essential, whether it be a sense of pride, individuality, nostalgia, extremity, or maturity. Users who identify strongly with a brand through this emotional connection are the ones who will become loyal customers.
From the article "Top 5 Wearable Industry Challenges" by Harry Wang.
