Goodnight Google Glass. Let's just hope they get their marketing right. Google canceled the project after massive public backlash against it. However, the Glass team operates today, but only focuses on business and healthcare. The main ones were: Google Blogger is a free, easy-to-use publishing platform run by Google. I coach numerous executives and entrepreneurs worldwide, via Skype. Glass buyers began to receive the device in the mail by 2014. Through the years the only way to obtain Google Glass has been through “explorer kits” that Google sends to certified developers for a small sum of $1,500. Google is to sell a revamped version of its smart glasses to businesses, more than two years after the original version of the product was cancelled. Here, in my view is why Glass didn't make it. Google Glass disappeared, as far as the public was concerned, after a brief flutter of interest. It was a set of glasses that had a built-in android computer, a camera, and ear piece, and a microphone. But there are many Google innovations that have crashed and burned, or slowly petered out over time, like Google Glass and Google Plus. Google ending its Glass Explorer program yesterday sparked a round of eulogies for the oft-ridiculed face computer. Some bars and restaurants barred wearers entry; several simply banned the device altogether. Otherwise you lose the buzz and then when the product is finally introduced in stores, the launch energy has been lost. Any product that needs the public to spend time working out for themselves why it's valuable has already lost the battle. Google announced on Monday a new version of … The product, at least in its current incarnation, is over. Why Glass Failed as a Consumer Device Joe Seer/Shutterstock. It's not enough to show a product off and engender desire for purchase. Google then tried to associate the product with fashion designers. Google Glass, wearable "smart glasses," is a Google "moonshot" technology. It was featured in TIME magazine, endorsed by celebrities, and touted as the future of smart devices. It’s mysterious, ineffable. When Google Glass launched in 2013, it was supposed to be the future: lightweight AR glasses that could take photographs and give directions. Close. After a short run, the project is ending and no more units will be sold. Finally be sure to release the product quickly and widely to take advantage of the momentum. When Google Glass started shipping to early adopters in 2013, it spawned countless think pieces about how this was either the next step in human evolution or the downfall of society. It's not a demo, more of a philosophical argument: Why did Sergey Brin and his team at Google want to build an eye-mounted camera/computer, codenamed Glass? Learn the basics of what millennial need to know about finances, investing, and retirement. With Glass’s questionable value came many questions. Samsung Galaxy Note 20 FE Could Allegedly Replace Cancelled Note 21. Google stopped making Glassholes, not Google Glass Google's cancelled Explorer program fell victim to the Silicon Valley hype cycle that turned free PR into negative PR. With any totally new product or service, companies must be very clear about telling the public why that product is great. Glass is not meant for mass consumption—not at this moment. Google © 2021 Forbes Media LLC. Google Glass was, and is, a stunning technological accomplishment. Experimentation is required for any successful product deployment. On a personal note, I really hope Google can come back from this and relaunch Glass with great success. Yet the future of the Glass seems overall positive, in a way. Eventually, the videos showed user-friendly information instantaneously appearing on-screen during everyday activities. Why weren't there long lines of people ready to fork out around $1500 to get this amazing device? Google Glass didn’t resonate with the general public, but it may have found a foothold in the workplace. Google Glass Didn't Disappear. It is a company with a genuine ability to change the world, many times. The offers that appear in this table are from partnerships from which Investopedia receives compensation. Rather than promoting the product as a prototype technology from the future as initially intended, the hype-building marketing campaign and high sticker price of Glass gave it the allure of a super-premium product. You could have a map in front of you wherever you walked. The hype was definitely real - but only in a fringe group, not a significant consumer base. However, the coolness associated with an invention assumes the element of faith—the brand is trustworthy. Here, in my view is why Glass Failed as a result of bad marketing reality, Glass simply it. 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