Whats The Big Deal About NFC? (Part 2)
Wearable Technology – the (relatively) new buzz word surrounding the tech community, no it’s not a mouth guard that doubles as chewing gum but the increasing interest in ‘smart’ gear, specifically watches.
Google has been all over this form of technology for years and now Apple’s joined the party (always fashionabley late) with their soon to be released Apple Watch. We as consumers are entering a new era of ‘smart’ with the smart watch now becoming a mainstream product. The majority of current wearables owners are young, with 48% between 18-34 years old, highlighting that this figure will only continue to grow as wearables become more useful, so.. the question is, what are marketers thinking? What are the possibilities with this tech? how can it be monetised?
Let’s take a look at a real possibility for marketers to utilise these smart capabilities in watches now, and potentially into the future:
Near Field Communication:
If you don’t know what NFC and the powers of NFC are, read my other article “Whats the Big Deal About NFC?“
This seems the most exciting and best way for marketers to use smart watch technology. with NFC slowly becoming more accessible and seamless to use, in context marketing and notifications could be the way forward to come up on your watches display. If you’re at the MCG and the half time siren goes, what would happen if a ‘tap to order’ beer display came up so that your beverage could be fast tracked and even prepaid with the NFC inbuilt.
Many limits of NFC on phones make a lot more sense when put into watch technology, keeping your phone away whilst achieving tasks that are with ease and are context specific.
BUT THERE’S JUST SOMETHING LACKING?!
There are great situations to use smart watches, but really only when you are restricted to a ‘hands free’ environment. I don’t know whether it’s the devices or the software themselves, but there doesn’t seem to be any real reasoning to go out and spend up to $500 for a digital watch that may not have a battery powerful enough to tell me the time all day. Wearables are well and truly the next step forward and are on their way to being mainstream devices, but right now, there’s no real incentive for purchase for the mainstream consumer market with it being not that difficult to take a phone out of the pocket anyway.
What are your thoughts? can you think of any other marketing possibilities for smart watches and wearables? do you agree that wearables may take a while to really pick up as a mainstream device? leave a thought below!