Basically Google Glass is a device like phones and tablets where it contains Amerada, touched, display, battery, and microphone but it is placed in front of eyes, built into spectacle frames so people can see and utilize it on the go without obstructing the view because the display position at upper right of the vision. In order to controlling the data or interpret commands, two ways can be done such as using touched or by talking to the device via microphone.
The sound can also be produced through bone-induction technology confirmed where the skull will be used as vibration to create sound. (Houghton, 201 3) Google Glass provides functionality such as taking photos, video recording, and also some of the applications from Google like hangout and even Google Maps. However, it does not include GAPS so in order to receive the internet connection, it must connect to Wi-If or tether to the phone where it supports for Android and ISO. It is produced in 640 x 360 displays with MM? For camera that can film at IPPP.
The memory is KGB and battery life is apparently a day without a lot of videoing. It includes Bluetooth and Wi-If but without GAPS chip. There are some colors that will be provided such as black, orange, grey, white, and blue. The current price for developer spends $1 ,500 where it is expected to be cheaper or consumer versions. By providing readily accessible and useful functionality, Google Glass is one of the innovative products that can be considered in technology environment to bring competition for competitors. Even though there is a privacy issue that can be considered, the solutions will keep overcome the issue for example the light will be on while people is filming or taking picture in order to know Google Glass is active or used.
Background of the Case Based on the Google’s mission that is to organize the world’s information and aka it universally accessible and useful, Project Glass is implemented to create the Google Glass. It is similar to the smartened but implemented in different way where it is placed at spectacles to display the screen.
It enables voice commands, taking photos and videos, navigation, searching, hangouts, and messaging (Stevens, 2013). Like the other devices, it has common issue on the battery life where it is still poor to be used for a long time and privacy issue such as it can record or take photo of other people anytime without permission and it can monitor what the user/owner sees at current time if it has been hacked. Like Google who invented Google Glass, there are some competitors that focus and work on this innovative device such as Microsoft, Sony, and Taiwanese manufacturer Colon. Apart from company, another project that focuses on mixing screens and glasses is the Culls Rift where it works for virtual reality gaming. (Houghton, 2013)
Strategy Google needs to establish clear direction to make sure its Google Glass product is managed successfully for business and achieving its goals by evolving process which is frequently subject to change at the product strategy level.At on-going corporate planning level, future direction of the business for Google Glass will be set by strategic planners and senior managers which is important and long term for large organization. Business direction of Google Glass is to implement accessible device through vision so user is able to view and control the device directly in front of eyes. This idea is still considered new innovation where there is no commercial product similar to it and Glass comes to make differentiation in technology innovation while smart watch is familiar currently.
These event, condition, customer requirements, consumable resources, and information are utilized by Google to transform them into Google Glass (Processors, 2014). Google develops Glass in long term based on its vision and mission which are enable wearable and accessible computer for anywhere and anytime. The plans that have been set include development and improvement of the features to support Glass such s applications, partnership with other glasses company such as Ululation (Pontificate, 2014) to be used at normal glasses, and solution to overcome the privacy issue for example using light to indicate the Glass is active (Houghton, 2013).
Planning At this stage, market planners determine decisions that can be useful and affect Google Glass market in order to compete with other competitors that work in the same level of project such as Colon and Culls Rift. One of the market plans that Google Glass has set focuses on the fashion or style where for current developer Glass or Google Glass Explorer is unfashionable.
Google has announced that it will incorporate with Ululation (Glasses company that owns Oakley) in order to develop, design, and distribute the new breed of aware for Glass (Ululation, 2014). Thus, Glass will be more stylish for daily uses like other sport glasses as an example. As additional support to be stylish, Glass also provides titanium frames for extra durability while maintaining a light weight (Bridge, 2014). Another plan to make the business successful in the market is price of the reduce.
Glass has introduced the developer edition where it costs $1 ,500. The price must be in competitive level where it should not be charged for high cost in order to make the product is acceptable by consumers. Glass is expected to be cheaper than developer edition so that it can be reached for middle level of economy (Houghton, 2013). The continual analysis of internal R&D projects and external technology are done by Google in this level due to identify technical opportunities that need to be considered by the business (Trot, 2012).
One of the purposes from Glass project which is to develop an augmented reality head-mounted display (HAM) allows interaction via natural language voice commands. For this feature of, internally Google has snapped up voice specialists Dunderheads. This supported research by Google focuses on natural language where it is related to voice commands. The voice-to-text functionality that is provided by Glass will bring the ability to translate the words being spoken into own language on the display (Houghton, 2013).
Externally, Google has done the investigation for other product from competitor such as Glasses. Glasses introduced its first prototype where it projects an image in front of eyes whereas Google Glass projects at right of vision. (Bridge, 2014) Apart from projection, another technology that needs to be considered by Google is augmented reality interface which introduced and patented by Samsung.
Glass just has introduced some of the inputs except of this so it needs to consider about the patent and maybe will develop the new innovative augmented reality interface for example augmented reality interface by using distance censor. (Bridge, 2014) Google Glass comes from the imagination of innovation where it can be in this glasses form currently. This case is related to serendipity at which some prior knowledge in the area is needed (Trot, 2012). The program which is classified for this opportunity analysis is Google Glass Explorer Program.
This program is used by Google to get attention from developers who want to ray and enhance Google Glass to be better product. The advantages of doing this such as some of the difficulty in usage, bugs, or design can be solved and improved where the ideas will be received from many developers or users, promoting the product that will be release for commercial, and discovery of better product can be produced in order to be accepted by consumers.
Apart from that, Glass also has been used by employees for testing before produced to consumer where this activity intends to find some issue and resolve it. In the end, Google Glass can be produced to be used by people who really can feel the infinite for using it.
Development as a Strategy for Growth In order to make the business of Google Glass to grow, Insofar directional policy matrix can be implemented that combines two keys variables such as an increase in market opportunities and an increase in product opportunities (Trot, 2012) which explained in Appendix l.
By imagining the augmented reality goggles through Project Glass, Google creates an augmented reality head-mounted display (HAM) which is called Glass. Because it is owned by Google then it can be called as Google Glass (Glass, 2014). Behind of the scene from brand name can be beneficial for the product itself for example Google Glass is produced and developed by Google where people know that Google is the big internet and IT company so it will make the new product such as Google Glass in this case to be easily recognized by people as a new competitive product.
