Mobile mind shift has created newer opportunities for Marketers to respond to the glanceable moment offered by Smartwatch screen views. According to research by Forrester, as high as 10 percent US respondents use a daily fitness tracker and as high as 45 percent are intrigued by the prospect of getting a Smartwatch.
A Smartwatch experience is seen by the users, as a step ahead of the Smartphones experience as the Smartwatch glanceable moments, make it easier to access and personal than accessing the phone that is seen to be more cumbersome.
Urban Airship with Forrester has shared insights from research that can help you design your Smartwatch App Experience and chalk out your Brand’s Smartwatch App Engagement Strategy.
Recreate Mobile Use Case For Smartwatch experience with A Glanceable Moment in Mind
Glanceable moments offer a window of 3 seconds for engaging your customer. Thus designing a Smartwatch experience is different from a Mobile App Use Case. To get the Smartwatch experience right it has to be seen as how well it can help the user to do something that helps them do ” The Next thing”. It is based on the predictive behavior where the information pushed to the user is actionable in 3 seconds as opposed to 10 seconds to 30 seconds available for Mobile phone use case. Thus designing use case by giving timely notification makes the experience more meaningful in a glance. Starbucks App serves notification at the time of placing an order advising the user of the earned rewards. Apple Store App notifications can let you connect with reminders and updates on shipping deliveries.
Apple Watch has taken the case for retail apps a step forward with a User Experience that allows viewing the best deals while on the move and ordering the same from your mobile device at a time best suited to you for shopping.
The nifty part about the watch app is a customer who uses the QVC app on her iPhone and who uses an Apple Watch can view Today’s Special Value and On Air products from QVC on the Apple Watch, including product details, ratings and other select content, without having to save the deal or add it to my favorites list. The deal for the product will be pushed to the iPhone for further exploration or to purchase. When the user switches on the phone, the notification for the deal on QVC app will be served for the user to decide on the purchase.
Domino’s after giving customers the ability to place pizza orders from their Android Wear and Pebble smartwatches, has launched the 50 percent off deal to Smartwatches.
According to Domino’s CEO, Patrick Doyle, nearly half of the orders are received Online and Domino’s expects to sell more than 1.7 Million.
The Smartwatch market, is expected to grow massively, boosted also by a growing sub-segment of independent devices with include a SIM card to connect directly to cellular networks. In addition the category growth for wearables is likely to be driven by more fashionable designed devices or sensors included in jewelry, which will be more appealing to female consumers – an important segment which has remained almost untapped so far.
According to a research report published, nearly a third of the CMOs and Senior Marketers believe that the wearable technology will have the biggest impact.
According to a sales forecast report by GfK, among the Wearables the Smartwatches are likely to see a boost in growth increasing to 26.1 Million units in 2015. Though the growth is predominantly riding on the Smartwatch category adoption, according to research the wearable technology ownership will double by 2015—increasing from 7 percent in 2014 to 14 percent by 2015.
17.6 million smartwatches and health and fitness trackers (HFT) bought worldwide last year
HFT accounted for 77 percent of overall volume sold at 13.5 Million Units
GfK predicts smartwatch sales will overtake HFT sales in 2015
The Key barriers to adoption of Wearables are Price and Lack of Perceived value which constitutes almost 50 percent of consumers. The adoption of Wearables technology will increase with brands addressing the key concerns about the perceived value, which constitutes about 30 percent of consumers, the price will remain a concern for 26 percent of the consumers.