Menu
INSIGHT: Hope, experience and the Apple Watch

INSIGHT: Hope, experience and the Apple Watch

“Gen 1 of any complex product, which aspires to a high design aesthetic - and let’s be clear, other smart watches don’t aspire to what the Apple Watch does - are almost never ready.”

As Mike McGuire, research analyst, Gartner, puts its…

“Hope whispers in your ear, ‘It’s new, it’s ready - you’re not quite sure why you need it - but you have to have one’.

“Experience whispers in the other ear, ‘Gen 1 of any complex product, which aspires to a high design aesthetic - and let’s be clear, other smart watches don’t aspire to what the Apple Watch does - are almost never ready.”

But as McGuire explains, experience always adds a caveat. “Keep an eye on how fast they iterate the device,” he advises. “If they change this, get rid of that between now and summer, and focus on a handful of specific pieces of functionality.”

In the eyes of McGuire, what has been billed as a milestone in wearable technology really shows the triumph of hope over experience.

Apple rolled out the Apple Watch earlier this week, in case you were living under a rock, and while all great things have to start somewhere, McGuire believes rarely are they perfect at the time they are launched.

“Apple’s embarked on adding a new product to its quiver,” he explains. “It dropped the WatchKit SDK on developers last year.

“They’ve created the requisite videos showing the creation of Apple Watches with design master Sir Jony Ive’s hushed voice-over explaining the importance of stainless steel and some sort of special aluminum (in your mind, use the British pronunciation, al-yoo-min-eeum).

For marketers, McGuire believes the Apple Watch represents an interesting thing to consider, but it might be too early to call it a real opportunity.

“OK wait,” he concedes, “if you’re a CMO or mobile marketer and you need to get your company some attention by being seen as edgy and thought-leading and embracing risk, you probably should consider it an opportunity.

“But positive business impact? I think you’ll be waiting a good while.”

For McGuire, apps will have to be redesigned, if not re-imagined. On the plus side however, McGuire believes some capabilities, such as being able to use Apple Pay by merely flicking your wrist at an NFC terminal are “extremely cool”.

“I mean, not having to reach for my wallet and credit cards? Kinda cool,” he adds. “Is it US$400 worth of cool? (Baseline Watches will go for about $349, at the upper end, an 18k gold Apple Watch for something like $10,000.)

“I think marketers can assume that several million Apple Watches will be sold initially - there are a large number of folks who love to buy new products, especially Apple products.

“What’s more likely to happen is that unless Apple fails to sell out its first production runs very quickly, mobile marketers should be looking to, and i don’t have any other phrase other than “play around” with an Apple Watch to see what might work for you.”

Or maybe, McGuire speculates, it’s an opportunity to engage customers and prospective customers on social media and see what they think?

“Somebody, besides Apple, is going to have to find the magic combinations of features and functionality that will make the product a must-have,” he adds.

“For mobile marketers, you don’t need to ignore Hope, you just need to make sure you filter Hope through Experience.”

Follow Us

Join the New Zealand Reseller News newsletter!

Error: Please check your email address.

Tags GartnerAppleApple watch

Slideshows

Top 50 defining moments of the New Zealand channel in 2016

Top 50 defining moments of the New Zealand channel in 2016

Reseller News looks back on a tumultuous 12 months for the New Zealand channel, assessing the fallout from a year of sizeable industry change. Whether it be local or global mergers and acquisitions, distribution deals or job changes, the channel that started the year differs somewhat to the one set to finish it - Reseller News assesses the key moments that made 2016.​

Top 50 defining moments of the New Zealand channel in 2016
​Hewlett Packard Enterprise honours high achieving NZ channel

​Hewlett Packard Enterprise honours high achieving NZ channel

Hewlett Packard Enterprise honoured its top performing Kiwi partners at the second running of its HPE Partner Awards in New Zealand, held at a glitzy ceremony in Auckland. Recognising excellence across eight categories - from distributors to resellers - the tech giant celebrated its first year as a standalone company, following its official split from HP in 2015.

​Hewlett Packard Enterprise honours high achieving NZ channel
Nutanix treats channel partners to Christmas cruise

Nutanix treats channel partners to Christmas cruise

Nutanix recently took to the seas for a Christmas Cruise around Sydney Harbour with its Australia and New Zealand staff, customers and partners to celebrate a stellar year for the vendor. With the sun out, they were all smiles and mingled over drinks and food.

Nutanix treats channel partners to Christmas cruise
Show Comments