Fashion-forward wearables will hamper mobile marketing:
report
A projected boom in fashion-first wearables would impede
short-term mobile marketing, Juniper Research said, turning up attention on
Apple’s expected launch of its Apple Watch next month and its impact on
tried-and-true marketing methods.
Growth of so-called “invisible wearables” – those
indistinguishable from non-smart technology – are likely to see significant
adoption before decade’s end, according to Juniper’s report, “The World in 2020
– A Technology Vision.” As the wearables
market grows to have annual value of about $80 billion by 2020, fashion-first
wearables are expected to have far greater appeal than tech-centric devices, as
they blend in with consumers' lives more effectively.
“More seamless wearables would in the short term hamper
mobile marketing,” said James Moar, research analyst with Juniper Research.
“There are less obvious screens on which messages can be projected.
“However, in the long term it is likely to enable more
specific and targeted marketing messages to be delivered,” he said. “This is
because invisible wearables are more likely to integrate into consumer habits,
and thereby enable greater data tracking than has previously been the case.”
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