Why Google Glass Failed

Google X was a secretive initiative launched in 2010 when it was founded by Sebastian Thrun. He attempted to improve life and commodities by a factor of 10, rather than 10%, through efforts called moonshots. One of these efforts was wearable smart glasses, which were called Google Glass. The product was launched in 2014 but pulled from the market by 2015.

Google sought to capitalize on Glass's hype and potential. Rather than promoting the product as a prototype technology from the future as initially intended, the hype-building marketing campaign and the high sticker price of Glass gave it the allure of a premium product. So why did it fail? Some of the key problems revolved around the cost and issues about privacy.

What Was Google Glass?

As noted above, Google Glass was a project developed by Google X—now known only as X (not to be confused with the social media platform formerly known as Twitter)—which is a separate division of Google's parent company Alphabet. It develops new technologies, such as sensor technologies, prediction engines, electric grids, and wireless communications.

Glass was meant to be the company's answer to augmented reality (AR) smart glasses. This technology is meant to provide users with enhanced versions of reality through the use of different visuals, sounds, and sensory elements. This included adding digital images over a user's physical environment when they wore the device.

The central dispute among members of Google X was whether Glass should be used as a fashionable device all the time or only for specific utilitarian functions. Google co-founder Sergey Brin wanted to release Glass to the public and have consumers provide feedback that Google X could use to improve the design.

The Glass prototype was released early to be more forward-looking than convenient. it looked like a pair of eyeglasses. The lens, though, was replaced with a head-up display that could present data and take pictures. But, it turned out that consumers wanted wearable technology with functionality.

Reasons Why Google Glass Failed

Questions arose about the sustainability of Google Glass. Would users be comfortable wearing a camera around their faces every day? And did people understand how it worked? According to S&P Global, "analysts said the product line suffered from a limited public understanding of its use."

Some of the other reasons why Google Glass failed to prosper include:

• Google Glass was marketed as a luxury item with a high price.
• Google sought to create a niche and a specific community of Glass Explorers.
• Google attempted to associate the product with fashion designers. Glass was featured during Fashion Week and in relevant advertisements.

Another key issue revolved around privacy. The product garnered considerable criticism, particularly about how it could be used in public spaces. Some bars and restaurants barred wearers from entry while others simply banned the device altogether because users could begin recording using the camera at any time. Authorities also questioned how safe the glasses would be—notably if used on the road, where it was meant to help drivers

The device also failed to catch on with the healthcare sector, where it promised to have a big impact. Professionals said it wasn't well designed for use in medical settings coupled with the cost. Some medical workers said the glasses were heavy and difficult to use, which made working with patients difficult.

Google Glass Marketing and Demand

Google advertised Glass in terms of experience augmentation. The 2012 demo reel featured skydiving, biking, and wall scaling. The videos showed user-friendly information instantaneously appearing on-screen during everyday activities. However, using Glass required lengthy battery life, improved image recognition capabilities, and a lot of data.

Glass chose to integrate a low battery life that enabled users to check messages, view photos, and search the internet. Glass, which retailed for $1,500, competed with other devices that housed superior cameras, larger capacities, and faster processors.

Is There Any Chance of a Comeback?

The company tried to revive Google Glass. In 2017, Google announced it launched the Enterprise Edition, which was designed for people working in different industries, such as field services, logistics, and manufacturing. The company cited names like GE, DHL, Boeing (BA), and Volkswagen as some of its main purchasers. It allowed them to "access checklists, view instructions or send inspection photos or videos." This allowed them to cut costs, improve product quality, and increase production times.

The second version of the new Glass was released two years later. Called Enterprise Edition 2, it drew on feedback from users of the original Enterprise Edition and came with a high-powered CPU, a better camera, and a longer battery life. It was also comfortable and easier to use, with voice-activated technology. Since it was built on Android technology, Google said it was easier for users to integrate with their services.

In March 2023, the company stopped manufacturing and selling the glasses. Although it didn't provide a reason for the decision, it supported the glasses until September 2023.

The Bottom Line

Google Glass, which referred to wearable smart glasses, was considered a moonshot technology for the company. The product received considerable criticism, with concerns about its price, safety, and privacy. Google Glass was marketed as a luxury item with a high price, and the company aimed to create a niche customer base. Google Glass lasted less than a year on the market.