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The End of Google Glass, But What’s Next?4 min read

4 min read

On Monday we saw the curtain close on Google Glass, a much-hyped product often rolled out at technology events and Glass Beckconferences to give people a glimpse of what’s yet to come.

So what happened, why did it fail? Poor marketing, a poor product or were we simply not ready for such a concept?

‘Glasshole’ sightings have dwindled over recent months as developers paid less attention to the new-age eyewear, not to mention the eye-watering price-tag of £1,000 which came with it, a lot for what is still just a prototype in the UK.

Once the clock struck midnight on Monday people were no longer able to purchase Glass via Playstore however we suspect eBay will become a hot selling ground for the product over the coming months.

For those purchasing it’s unlikely the product will develop any further from its core features of taking pictures, giving directions and answering search queries, although Google claims there are roughly 40 apps still available for the product. So what’s the future for Glass and how could it impact the world of advertising..?Over the years Google have become great visionaries, thinking several steps ahead of the competition, not to mention ‘Joe Public’ and I’ve no doubt Google have plans to resurrect glass in many forms in years to come.

As we’ve mentioned numerous times here at Croud, Paid Search Advertising has become increasingly more sophisticated and it’s no wonder given the level of information Google now gathers on its users, across devices. Google Android, for example, leads the way for Smart Phones with Google products at the very heart of them, in the hope that users will remain logged in to them allowing Google to gather more and more information on user behaviour and segment people into specific audience sets. Google dominates our lives in other ways too: not only are they pretty good a search engine, they are the number one web browser, the number one video search engine, have a leading map system, a growing (albeit slowly) social network, all of which are designed to gather more and more data on users.

The below shows the rise and fall of web browsers over the past 5 years. We can see Google Chrome clearly steaming ahead of the competition.So what’s the future for Glass and how could it impact the world of advertising..? Augmented reality is nothing new and no longer is it confined to the realms of science fiction, we see it in everyday life.

Google are very much aware of this space and how important it will be in years to come which is why they’re looking at ways to overlay information in mobile apps / Google maps and soon this will become another space to serve advertising and drive additional revenue.Whilst Google’s mission is to ‘organise the world’s information and make it universally accessible and useful’, we all know that at the heart of it is advertising, generating revenue from companies who wish to promote their businesses via Google inventory. Linking this back to Glass, I’ve no doubt we’ll eventually see this space monetised in years to come but in some of the most granular and sophisticated ways we’ve ever seen. Developments in PPC now allow advertisers to target campaigns by audience, device, time, language, demographic, geography and even people’s proximity to physical locations. Google’s secret research facility ‘Google X’ has made a number of acquisitions over recent years, many related to this space. hi-google-contacts-852-jpg
Quest Visual is an example of one which developed technology that could translate the wording on signs captured with your smartphone’s camera automatically. On the 16th January 2014 Google announced a project to develop a smart contact lens which is capable of measuring blood glucose levels from people’s tears. The project is currently being tested using prototypes with tiny LED lights used to indicate glucose levels however eventually there are plans to develop this in such a way as to overlay imagery to people’s vision.


Whilst Glass maybe retiring in its current form for now, I’ve no doubt we will see this resurface as a smart lens product which overlays personalised information to a user, based upon where they are, and what they are looking at. Combining this with the personalised information gathered by Google every day, will no doubt open the door for some of the most sophisticated advertising ever known.