Document Type

Closed Project

Publication Date

Spring 2012


Antonie Jetter

Course Title

Technology Marketing

Course Number

ETM 555/655


Google Glass (Computer) -- Marketing -- Planning, Augmented reality, New products -- Management, Technological innovations


Technology is everywhere. It is very beneficial and plays a big role in our lives today. But it controls the way people collaborate with each other in our work, studies, mobility, communication, thinking, and even our eating. We believe technology “should work for you—to be there when you need it and get out of your way when you don’t [1]. “ And here comes the role of Google Glass as an alternative. The project was started by the Google company under the name ‘Project Glass’ to create a significant type of technology that provides an environment to help people share the world and put it back in the moment.

Google Glass is an augmented reality head-mounted display (HMD) developed by Google within Project Glass’ research & development program [2]. Our focus in this marketing plan will be on enterprise businesses, rather than only solutions for individual end users. Google is already in the enterprise market. We will go through our marketing plan by starting with the product itself, and by doing a Product Analysis. We discuss a Technology Assessment and then explore the product propose, components, features, and value it can provide to enterprise customers. Then we will go through our Market Analysis to show our potential customer segmentations. We explain our decision of choosing our targeted early adapters and early majority and illustrate the technology’s adoption lifecycle curve and crossing the chasm. Later on, in the Customer Analysis section we explain our targeted customers in depth by giving a definition and exploring their activities. We show the role of Google Glass in the work process and end up with the customer perceptions. Furthermore, in the Competitor Analysis section, we will create a competitive landscape to map our product’s competitors by giving an in-depth elaboration on every competitor’s pros and cons and their place in the landscape position. The competitor section is finished by doing a SWOT analysis to show our organization’s points of strengths, weaknesses; current and potential opportunities and source of threats. Moreover, in the Market Strategy we’ll talk about positioning, promotion, and distribution. Following this further, in the Finance section we’ll illustrate the product pricing, costs, and revenues. In the same way we’ll show our revenue allocation estimates, expenses budget, and finish with customer value pricing.


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