What was the background of Google Glass? What was the pricing strategy? How would you analyze and describe Google Glass's PIC? What are the needs/benefits of the original Google Glass?

Google announced plans to develop a new hands-free wearable device, Google Glass, in 2012. Google Glass resembled a pair of glasses; however, it offered an interactive display much like that found on smartphones, functioned on voice command, and supported Bluetooth and Wi-Fi connectivity. Google Glass was powered by Android and was compatible with devices using either the Android or Apple operating systems. Google Glass was designed to be the next logical device in the evolution of the smartphone-a hands-free wearable that provides all the functionality of a smartphone but does not even require the user to look down at it to use it. The display is in the user's field of vision, while not obstructing vision. Wearing Google Glass, the user can do any of the familiar functions available on smartphones: send messages, take pictures and videos, make phone calls, access the Internet, navigate, and so on. In early 2013, Google announced a Twitter campaign, \#ifihadglass, and identified 8,000 highly interested participants, whom they called Glass Explorers. Explorers had the opportunity to purchase a beta-test version of Google Glass. In 2014, to expand the number of Explorers, Google announced a one-day-only public sale allowing any consumer in the United States to buy Google Glass. Google Glass was slated to enter the market at a retail price of $1,500. There were a few competitors offering similar products. The Meta Pro retailed for almost $3,000, while other products such as Visix Smart Glasses, Recon Jet, and Optivent Ora-S AR all retailed for under $1,000. Though Google Glass had a higher price tag than any competitors (other than Meta Pro), the other devices did not have the range or features nor the big brand name with enormous brand equity. An ad that was used to promote the original Google Glass is available on YouTube at: www.youtube com/watch?v=YAXTQL 3jPFk. Despite very positive forecasts for both the business-to-business and mainstream consumer market, Google ended the beta test of Google Glass in January 2015 , and the product never made it to full launch. The company had no intention to bring the product back in any form for at least two years. Briefly state the PIC for Google Glass. Is this a solid PIC? To what would you attribute the failure of Google Glass? Based on the promotional video and what you may know about Google Glass, what do you think of this product? Do you personally think it offers any desirable benefits? If not, do you think there are market segments that might benefit from Google Glass? Specifically, how would they benefit? Assume the original Google Glass prototype has just been discontinued. Using the definition of product concept as illustrated in specify the need/benefit, form, and technology of the original Google Glass. Then, using the "building blocks" idea discussed in the chapter, develop at least five viable new product concepts by replacing either the need/benefit, form, and/or technology with a new one. For each concept, state who the target customer would be and justify how this would be a more desirable product with greater potential than the original Google Glass