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Wearables: The Big Problem. Maybe Nearables?

August 26, 2014 – 11:36 am |

Giles CrouchGuest Post: Giles Crouch is one of Canada’s leading thinkers on issues relating to our digital world including social media and civil society. He brings 20 years experience in the technology industry, including co-founding two software companies; a .com and a Big Data analytics firm.  You can connect with Giles on LinkedIn or Twitter.
So this week LG is expected to unveil a round smartwatch, one of only a couple in the round shape. Then there’s Ralph Lauren with it’s biofeedback golf shirt. But even Samsung can’t get people to wear smartwatches they give away. Sales of health monitoring devices like FitBit are middling at best. And Apple is widely expected to release their smartwatch this fall. The pundits and tech writers are all saying it’s because these manufacturers need to make these devices “indispensable” before they’ll be adopted. Perhaps in part. I think it’s something else altogether: behaviour.

The Behavioural Plateau

We’ve largely hit a big huge flat plateau when it comes to most tech hardware today. The only thing any tech pundit is hyped up about with Apple’s impending iPhone 6 release is a larger screen. That’s it. A 4.7″ screen. Not even big camera tweaks. Laptops are about as thin as they can comfortably be used. Tablets, same thing. All that’s left is storage, processor power, camera and display.

This all boils down to what I call the Behavioural Plateau. We’ve all made our choice about a device. Likely we have our phone/music/data device, our tablet and a laptop or desktop. The smartphone and tablet have less than a decade in consumers hands. So consumers are just getting caught up.

Consumers Aren’t Ready

I don’t think the majority of consumers are actually ready for wearables. There’s no compelling reason for most people. For hardcore technology users and knowledge workers, maybe more so. For most of the population? Nope.

It’s Time to Perfect the Software

Now consumers are adopting apps and services, getting comfy with the “Cloud.” The money over the next while is delivery of services and cloud-connected apps. Consumers need time with the vast amount of tools at their fingertips. We’ve never had this in the history of humanity.

The Market May Be Nearables

So it may be that it’s nearables and the “phygital” world that will be where the business opportunities will be more valuable for investors and startups in the next 5-7 years…but that’s another blog post.

SUBWAY Goes Back To School With Cash Card Promotion

August 26, 2014 – 10:53 am |
Subway Back To School

Getting ready for back to school season, Subway recently rolled out a new campaign which started mid-August and runs until September 30th.
“It’s important that kids eat a balanced lunch to get through the school day,” …

Rogers & Shaw Media Take On Netflix In New Streaming Service

August 26, 2014 – 10:20 am |

It is no secret that Netflix has changed the way we consume movie and television content, they ma not have invented video-on-demand (VOD), but certainly have created a game changing product.  Bell, TELUS, Rogers and Shaw Media …

Top Canadian Ad & Marketing Stories For Week Ending August 22, 2014

August 25, 2014 – 11:10 am |
Top Stories

New Event Listing: SM2 Mobile Innovation Summit, New York, Sept 3 [Event Listing]
Looking at our stats from last week, here are the most popular stories that you read about the Canadian advertising & marketing industry (or …

The Future Of Marketing In The Ancient Power Of Storytelling

August 25, 2014 – 10:40 am |
Ancient Rome

Guest Post: Paul Koidis Jr. he is an executive-level marketing advisor, development consultant, communications strategist, publicist, producer, agent and educator and Associate Dean, School of Media, Art and Design, Durham College.  You can connect with Paul on LinkedIn.
“Tomorrow …

My View On The Ban Of Digital Billboards

August 25, 2014 – 10:30 am |
Newspaper glasses

Guest Post: Jorg Cieslok - His 24 years of out-of-home experience spans from Vancouver to Montréal, Los Angeles to New York and throughout North America. one of Canada’s leading thinkers on issues relating to our digital world …

Top Canadian Ad & Marketing Stories For Week Ending August 15, 2014

August 18, 2014 – 1:44 pm |
Top Stories

New Event Listing: SM2 Mobile Innovation Summit, New York, Sept 3 [Event Listing]
Looking at our stats from last week, here are the most popular stories that you read about the Canadian advertising & marketing industry (or …

Oboxmedia Signs Exclusive Agreement With Mashable For Canada

August 13, 2014 – 11:21 am |
Account Win

Montreal-based Oboxmedia has signed an exclusive agreement with Mashable in an advertising representative deal for Canada.
“We feel the team at Oboxmedia is a great addition as we further our commitment to international expansion,” said Adam Ostrow, Chief …

SM2 Mobile Innovation Summit, New York, Sept 3 [Event Listing]

August 12, 2014 – 2:41 pm |
Mobile Marketing Association

The SM2 Innovation Summit speaker line-up is laser focused on delivering stories from today’s influential brands who will share how mobile is building closer connections to consumers, and how technology is being used to push …

Creative Director – Reshift Media – Toronto [Job Listing]

August 12, 2014 – 2:19 pm |
Apply Now

Reshift Media is a Toronto-based digital marketing agency that is growing rapidly. Our mission is to work with our clients as a one-stop destination for cohesive digital design, development, search and social media services.
We are …

Top Canadian Ad & Marketing Stories For Week Ending August 8, 2014

August 11, 2014 – 3:26 pm |
Top Stories

Looking at our stats from last week, here are the most popular stories that you read about the Canadian advertising & marketing industry (or digital) on Profectio for the week ending August 8, 2014…

Aviado And …