The tech value of smart in smart glasses and smart TV
Tom Dougherty, CEO – Stealing Share
20 April 2012
Smart has just become a cliche
With news that Google is developing futuristic glasses as well as a possible competitor version made by Oakley, it seems everyone uses the word “smart” when describing high-tech products. These are being called “smart glasses” or “smart goggles.” While this moniker has only been attributed by the media so far, my recommendation to both Google and Oakley is to create another category name. “Smart” just is not that smart anymore.
“Smart in many ways has been relegated to a buzzword, like synergy or streamline in business speak.”
When it came to tech, “smart” once meant something. It seemed to imply simplicity, innovation, and change. Thanks to the TV and phone industries, however, the word now seems hollow and thrown away.
For the past two years, “smart” televisions and set-top devices have been all the to-do. It was a promise made by the industry with words that never actually translated into action. Every manufacturer touted its own version of how it perceived “smart” and it all turned out to be rather dumb. There was equity in being “smart,” but when words do not translate into action, they become meaningless. It is for this reason we tell companies we rebrand that they are better off executing none of our strategies if they are not willing to perform the operations that make it true.
“Smart” in many ways has been relegated to a buzzword, like synergy or streamline in business speak. You can use it as a filler, but you never want to use it for substance.
My message to Google and Oakley, don’t let the media paint your smart glasses with the tarred brush that the television market created. Define the category and give it meaning. Right now, smart glasses look like glasses with apps. My imagination, however, would like to imagine so much more than that.
Amazon Go Tom Dougherty, CEO - Stealing Share 23 January 2018 Amazon Go is another threat to the grocery market Well, damn. Amazon completely revolutionized grocery shopping in one fell swoop with Amazon Go. Stories flooding the newswires yesterday told of a bold new...
Volkswagen Brand Repair Tom Dougherty, CEO - Stealing Share 17 January 2018 Where does Volkswagen stand now? Brand repair often represents a daunting task because it means changing a belief system that exists in the market. That you stink. Volkswagen, after...
ALDI Tom Dougherty, CEO - Stealing Share 16 January 2018 ALDI is unique, but is it better? There was a time in my life where consuming food was my enemy, bringing about a battle with diabetes. Since then, I work hard at keeping my food intake at bay. Nonetheless, what...