Are Smartwatches The New Sandwich Toaster?

There is a theory that most sandwich toasters lie in the cupboard unused (I suspect that you could also include ice cream makers). A sandwich toaster is exciting (ish) for the first few months as you discover all of the random things you can shove between two bits of cooked bread. After that, it largely takes up space in the cupboard.

It looks like smartwatches could go the way of the sandwich toaster. Someone recently told me that he had a Motorola smartwatch but didn’t bother wearing it. The watch was decent enough, but after a few months of use, he realised that there was little need for it. He wasn’t alone. A study in 2014 found that 50% of fitness trackers were left in the drawer.

If smartwatches want to remain on people’s wrists they have a number of challenges to overcome:

  • The devices can be very buggy – in some watches, the software has simply not been up to the job. Apple’s Watch will work superbly, but the predicted 18 hour battery life is going to make constant usage tricky
  • Fashions change – unlike a phone, the look of a smartwatch is absolutely key to its adoption. They are firmly in the accessories market and the technology companies are competing against the likes of Fossil, Swatch and Tag Hauer. And all of them are competing with the fickleness of fashion
  • Smartwatches are not essential, core devices – whilst I can’t imagine leaving home without my phone, I don’t see any real inconvenience if I forget to wear my smartwatch. Sure, some people get addicted to them but a combination of the small screen size and limited functionality puts them in danger of being novelty items.

Many commentators have pointed out that it’s the apps that will make or break adoption. Simply reducing phone apps to a mini screen is not going to hack it. Developers need to think differently for a more personal, wearable channel. Without some killer apps, there’s a possibility that smartwatches will become a short-lived fad. With the impending delivery of Apple’s Watch, it’s certainly exciting times in the world of wearables. The company has been a game-changer with their phones and tablet devices. However, it remains to be seen whether they can make the smartwatch enough of a necessity that it doesn’t end up languishing in the cupboard next to the sandwich maker.

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