- Google Glass is a brand of smart glasses with an optical, head-mounted display. Just two years after they were launched, Google announced they would no longer be producing a consumer version of the glasses.
- Google Glass failed primarily because of a poor product-market fit. The developers believed the glasses would sell on hype and not on how they would solve user problems.
- Google Glass competed against more successful smart devices such as watches, speakers, and televisions. They also attracted criticism for their ability to film others covertly and didn’t perform any function especially well.
| Aspect | Description |
|---|---|
| Introduction and Hype | Google Glass was introduced as a revolutionary wearable technology in 2012. It featured a heads-up display that allowed users to access information, take photos and videos, and interact with the internet through voice commands and gestures. The announcement generated significant hype and interest in the tech world. |
| Explorer Program | Google initiated an Explorer Program in 2013, allowing a select group of individuals known as “Explorers” to purchase and test Google Glass before its official release. This move aimed to gather feedback and explore potential use cases for the device. |
| Privacy Concerns and Social Acceptance | Google Glass faced significant privacy concerns and social acceptance challenges due to its built-in camera and ability to record video without others’ consent. Concerns about privacy in public spaces led to the coining of the term “Glassholes” to describe users perceived as invasive. |
| Developmental Iterations | Google continued to refine Google Glass with developmental iterations, addressing concerns and feedback from users. These iterations included hardware improvements and changes in design to make the device less conspicuous. |
| Enterprise Focus | In 2017, Google announced the Glass Enterprise Edition, shifting the device’s focus away from consumer applications toward enterprise and industrial use cases. The new version found applications in fields such as healthcare, manufacturing, logistics, and field services. |
| Success in Enterprise | Google Glass Enterprise Edition found success in the enterprise sector, where it improved efficiency and productivity for various industries. Its hands-free operation, real-time data access, and remote assistance capabilities proved valuable in specific work scenarios. |
| Acquisition by Alphabet X | In 2019, Google’s parent company, Alphabet Inc., transferred the responsibility for Google Glass from the Google division to Alphabet X (formerly known as Google X), its subsidiary focused on “moonshot” projects and innovation. |
| Ongoing Enterprise Development | Google Glass Enterprise Edition continued to be developed and used in various industries, demonstrating its potential for specific enterprise applications. The device’s enterprise focus allowed it to thrive in niches where hands-free computing was advantageous. |
Origin Story
Google Glass is a brand of smart glasses with an optical, head-mounted display.
Google developed the glasses with the intent to produce a ubiquitous computer allowing the wearer to communicate with the internet via voice commands.
Prototype Google Glass smart glasses were launched in April 2013 for the princely sum of $1,500. Almost immediately, they attracted criticism from consumers concerned about their privacy, safety, and cost.
Just two years later, Google announced it would be ceasing production of the consumer version of the glasses.
The company then pivoted to the business sector and launched Glass Enterprise Edition for certain workplaces such as factories and surgeries.
Why did the consumer version fail so spectacularly? Read on to find out.
Product-market fit
Google Glass failed as a product because its inventors did not conduct proper research on its potential users and the market.
Instead of developing a product that would solve user problems, they believed the glasses would sell on hype and revolutionary technology alone.
The early adopters were exposed to poor product development and could not identify any meaningful benefits to wearing the glasses.
Moreover, the glasses were not technologically advanced enough to warrant regular use, and Google had not determined whether they were comfortable to wear for long periods.
Competition
Google had lofty ambitions to augment reality with a touchpad, camera, and LCD or LED display.
In truth, however, all the company did was supplement reality.
Ultimately, the sunglasses had a limited battery life of between three to five hours.
They were also competing with smart televisions, watches, and speakers with faster processors, larger capacities, and better cameras.
Stigma and negative publicity
Google Glass attracted significant criticism after discovering wearers could film others covertly.
Some bars and restaurants banned wearers from entry, with the term “Glasshole” coined around the same time.
Google then released a statement instructing users to respect the privacy of others and not be creepy or rude, but the damage had been done.
The timing of the negative publicity was also unfortunate since there was also rising distrust around the power of big tech companies at the time.
Cost
Even the prototype version of the glasses retailed for $1,500 – equivalent to the price of a well-equipped desktop computer.
The high cost of the glasses was exacerbated by the fact that they didn’t perform any function, especially well.
As a result, those who could afford them were content purchasing a more affordable smartphone without the associated stigma of owning it.
Google released the latest version of its AR headset in February 2020. Known as Glass Enterprise Edition 2 and retailing for a more agreeable $999, the “faster and more helpful” release enables employees to perform their jobs more efficiently.
The product is most effective in manufacturing, logistics, construction, healthcare, and other industries that don’t require a dedicated mixed-reality device such as Microsoft HoloLens.
Project Iris
In September 2021, it was revealed that Google was working to develop an augmented reality OS for a new and innovative AR device. The initiative, known as Project Iris, involves a headset that will augment video from outward-facing cameras with various graphics.
Referencing those close to the project, American tech news website The Verge claimed the product would more closely resemble ski goggles than typical glasses. It would also be run on an unspecified processor most likely based on Tensor with hardware chief Rick Osterloh noting it was the “perfect foundation for making big improvements in AR.”
The search giant is reticent to share details about Project Iris, with work undertaken in a separate building that requires a special keycard to access. There are over 300 employees working on the project with all signing non-disclosure agreements.
Google splits its AR division
In February 2023, various articles reported that Google had split its AR division in response to competitors like Oculus Quest and Microsoft HoloLenses increasing their market share.
The reports coincided with the news that Google AR head Clay Bavor – at the helm for 18 years – would be leaving the company in March. All AR efforts previously under the purview of Bavor (such as Project Iris) will be moved into two separate divisions.
The first, Devices & Services, is headed by Osterloh and encompasses the Pixel Tablet, Fitbit, Pixel Watch, Chromecast, and Nest speakers, cameras, and displays. The second division, Platforms & Ecosystems, is led by Hiroshi Lockheimer and will incorporate Google’s AR efforts.
Samsung collaboration
Google’s decision to incorporate AR into Platforms & Ecosystems is perhaps a nod to its recent collaboration with Samsung on Android-based extended reality (XR) headsets. Samsung president and mobile leader TM Roh hinted that the product was still in development but potentially close to a debut in the near future.
As part of the collaboration, Google is providing the software and a special version of Android tailored for wearable headsets and displays. The partnership and indeed restructuring of the AR division shows that Google is placing more of an emphasis on monetization. It also has the intention to adapt more of its services to XR environments.
Whether the company’s renewed focus on AR can overcome more advanced competitors and the negative experience it had with Google Glass remains to be seen.
Timing
While as a company, you can innovate and create new markets.
Often, technologies proceed with the development of complementary innovations.
AR might have been too early to be accepted at the time, given the strong transition from desktop to mobile.
In that phase, though, mobile won.
Setting the stage for the AR revolution
Augmented reality and virtual reality are taking center stage in what has been defined as the “Metaverse.”
Today these technologies and products might become the next frontier. As companies like Apple dominated the mobile industry.
Who’ll be able to tame the next wave will also ride a very large market.
Key Highlights
- Google Glass was a brand of smart glasses with a head-mounted display and augmented reality capabilities.
- It was launched as a consumer product in 2013 but failed to gain traction due to a poor product-market fit.
- The developers focused on hype and technology rather than solving user problems, leading to a lack of meaningful benefits for early adopters.
- Google Glass faced competition from other successful smart devices like watches, speakers, and televisions.
- The product received negative publicity and criticism for potential privacy violations, leading to the coining of the term “Glasshole.”
- The high cost of Google Glass, retailing at $1,500, made it less appealing to consumers compared to more functional and affordable alternatives like smartphones.
- Google pivoted to the business sector with Glass Enterprise Edition, targeting specific workplaces like factories and surgeries.
- Google continued its AR efforts with “Project Iris,” developing an augmented reality OS and innovative AR headset.
- In 2023, Google split its AR division and collaborated with Samsung on Android-based extended reality (XR) headsets to focus on monetization and adapting services to XR environments.
- AR and VR technologies are becoming central to the concept of the “Metaverse,” and companies are positioning themselves to dominate this emerging market.
| Year | Key Events |
|---|---|
| 2012 | Google Glass introduced as a revolutionary wearable technology with a heads-up display, generating significant hype and interest. |
| 2013 | Prototype Google Glass released for testing through the Explorer Program, allowing selected individuals to provide feedback. |
| 2013 | Google Glass faces criticism for privacy concerns and social acceptance challenges, including negative publicity and the term “Glassholes.” |
| 2017 | Google announces Glass Enterprise Edition, shifting focus to enterprise and industrial applications rather than consumer use. |
| 2019 | Responsibility for Google Glass transferred from Google to Alphabet X, Alphabet Inc.’s subsidiary focused on innovation projects. |
| 2020 | Release of Google Glass Enterprise Edition 2, featuring improved functionality and targeting specific industries for workplace use. |
| 2021 | Project Iris revealed, an initiative to develop an augmented reality OS and innovative AR headset, focusing on user experience and applications. |
| 2023 | Google splits its AR division and collaborates with Samsung on Android-based extended reality (XR) headsets, emphasizing monetization and service adaptation for XR environments. |
| Failed/Killed Project/Product at Google | Description and Key Reasons for Failure |
|---|---|
| Google+ (Google Plus) | Google’s attempt at a social networking platform, failed to compete with Facebook and low user engagement. |
| Google Wave | A communication and collaboration platform that was too complex and didn’t gain widespread adoption. |
| Google Buzz | A social networking and messaging service that faced privacy concerns and was ultimately discontinued. |
| Google Reader | A popular RSS feed aggregator that was shut down due to a decline in usage and changing user habits. |
| Google Glass (Consumer Version) | The consumer version faced privacy concerns, high cost, and a lack of practical use cases, leading to its discontinuation. |
| Google Allo | A messaging app that couldn’t compete with established platforms like WhatsApp and lacked user adoption. |
| Google Health | A personal health record service that failed to gain traction and was discontinued. |
| Google Answers | A Q&A platform where users paid to get answers, but it couldn’t compete with free alternatives. |
| Google Video | Google’s video hosting platform was overshadowed by YouTube, which Google later acquired. |
| Google Lively | A 3D virtual world platform that was discontinued due to low user interest. |
| Google Notebook | A note-taking and organization tool that was phased out in favor of other Google products. |
| Google Knol | A knowledge sharing platform that faced competition from Wikipedia and lacked user engagement. |
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