The tech portion of SXSW ground to a hipster halt yesterday with the boss of the Google X division sharing insights and updates. As you may recall I’m not a huge fan of Google Glass…I like wearable tech but I always thought the way Google positioned Glass as an elitist ‘too cool for you’ gimmick was flawed. Back in the day Google reveled in product demand, celebrating the desire from the Brooklyn Bearded ones to decorate their faces with the ultimate symbol of in-crowd cool. The mere fact that the battery life was awful, the functionality clunky and the obvious invasion of privacy concerns were ignored was neither here nor there. In yesterday’s session Astro Teller (yes that’s really his name) pinned most of the blame for Glasses failure on the way Google over hyped the project. In effect they misled their audience to think that it was a cool finished piece of cutting edge tech as opposed to a cool looking but clunky second screen for an Android phone. In short they talked it up…then talked it to death.
Google loves long betas. as I recall their main search was in “beta” for five years. That’s fine with a free to use web product, but in high priced consumer electronics getting the 1.0 of something is problematic…getting the beta is a recipe for disaster. If it was never really a stable product hyping it hurt them and the entire wearable market. They turned wearable tech a into a punchline for late night talk show monologues. Next time (and I’m sure there will be one) I imagine they will take a much lower profile marketing approach….the first rule of the new Google Glass will be….Don’t talk about Google Glass. The second rule…DON’T TALK ABOUT GOOGLE GLASS.