Healthy enabling responder: Core
Xiaomi smart wristband 79 yuan
Jenny begins her daily morning jogging at 7:30 am. Her smart
wristband records her route and speed. She arrives at TNS Shanghai
office at 9:30 am and starts to work. Her smart watch reminds her
once every hour to either get up from her seat for some exercise or
drink water. At 10:30 pm, when Jenny goes to bed, the smart
wristband activates sleep monitoring mode to track the sleep phases
to help improve her sleep quality.
Jenny is a typical user of wearable devices, for whom "healthy
enabling responder" is one of the key purposes. TNS China's World
of Convergence research has found that smart phone and wearable
devices have decently fulfilled most of consumers' demand in this
aspect. Between the two, wearables significantly outscored smart
phones in "monitoring body condition, reminding me of potential
health issues" and "improving sleep quality".
TNS China has noticed the potential market size of healthy
enabling responder is very large. Generally speaking, existing
wearable devices are far from perfect, such as battery life and
accuracy of data collected. Consumers are eagerly waiting for
better products to emerge.
Portable wireless entertainment: Potential
Beats Studio Wireless US$590
Steve is a big fan of music. Music gives him energy and
inspiration. However, he is often frustrated by the fact that to
listen to music, besides a heavy headset, he has to carry a smart
phone all the time, and the earphone cable and data cable which
always tangle into a big mess no matter how hard he has tried to
Entertainment such as listening to music is one of consumers'
most common jobs done on digital devices. However, the function of
existing music listening gadgets, such as smart phones and MP3, MP4
players, depends on the availability of Internet connection and
data cables. Wearables could be the answer to wipe out these pain
points. Chris Bonsi, TNS Asia Pacific Chief Client and Insights
Officer, said: "Next generation of wearables will focus on getting
rid of data cables as well as ensuring they can function normally
without smart phones and Internet connection."
Family security monitor: Next big thing
360 Children Guard Smart Watch 3 (Talk version) 399
Susan's child is in Grade Two this year. News reports about
stolen children always worry her. She has bought a child security
wristband to remotely monitor the condition and whereabouts of her
child. The embedded GSM module also enables her to have brief
conversations with her child when they need to talk.
Just like Susan, we all care about the safety of our family
members, especially children and seniors. If wearables can run
security and first-aid apps, they can become very attractive to
help consumers to achieve these jobs digitally.
However, consumers' concern over privacy has prevented them from
purchasing such devices. TNS China's World of Convergence research
has found that wearable devices performed poorly when compared with
smart phones on "I don't feel it will invade my privacy and I feel
safe". Brands need to strike the balance between consumers' demands
for privacy protection and monitoring for security reasons.
Take-away message: Serve core requirements better, focus
on clearly defined segments
Currently consumers' complaints/jokes about wearable focus on
basic functions, such as "hello, I just bought a US$10,000 golden
Apple Watch. It's so cool! Hey, wait, the battery is out again
These basic functions reflect consumers' core requirements,
which are almost every consumers' expectation on every digital
device under all scenarios. TNS China's World of Convergence
research has found that the core requirements for technology
products include product safety, battery life, speed, durability
and connectivity. A quick review of all existing wearable devices
has shown that they are far from ideal in these aspects. For
example, smart watches with screens have short battery life; smart
wristbands have to try several times before they can match a smart
phone; smart watches will become slow or inaccurate during exercise
because of sweat.
This means that the next generation of wearables need to improve
their performances in meeting consumers' core requirements,
including battery life, responsive speed and connectivity.
To put in a nutshell, the key to the success of wearable devices
lies in two aspects: because it is "wearable", consumers will take
them everywhere; also because it is "wearable", these gadgets will
connect human beings with digital devices unprecedentedly close
together and collect data through digital methods. The combination
of both is the true value of wearables.
Consumers are buying wearables not for the devices themselves,
they are, just as TNS China's World of Convergence research has
pointed out, using these devices to achieve certain digital
jobs-to-be-done. For brands, the starting place is to identify
those basic yet unfulfilled needs, and then focus on clearly
defined segments with strong potential, such as choose to launch a
100% perfect healthy enabling responder.
Source: Kantar TNS