I’ve previously blogged about the challenges for the Apple Watch. Right now though, nobody can agree on the success of the device. Data from Slice Intelligence, reported by MacRumours  suggested that sales fell by 90% in the second week of July. However, Recode countered that the data only accounted for US online sales and didn’t factor in the launch in physical stores during the same period. Regardless of the ‘sales’ stats, Business Insider has predicted a 35% annual compound growth of the smartwatch market. The Apple Watch is therefore an interesting device in which to understand the direction and benefits of wearable computing.

Having used my device for nearly two months (yes, I have an Apple Watch), it’s been a good way to understand what works and what doesn’t. For example, I find the notifications are more useful than I expected. Whilst getting my phone out my bag or pocket is not a major hassle, there are benefits with notifications on the Watch. For a start, it’s discreet. I have been in a few meetings where my Watch quietly buzzed and I could quickly glance down to see what it wanted. That’s less of a disruption than pulling my phone out my bag. One commentator claimed that all the notifications do is to tell you to pick up your phone. I haven’t found that. Some of the notifications are reminders of another next meeting. I also use it to check the weather, transport and currency rates. None of these require me to look at my smartphone.

One of the unexpected benefits has been for travel. I can set an arrival time for a journey in Citymapper and it will alert me when I need to leave, based on the current speed of the transport network. The turn by turn navigation is also useful. I was in a less savoury part of the city the other week and it was more discreet to use my Watch than get out my phone to check the route (if only Apple Maps were a bit more reliable). The navigation is also useful when it’s raining or I have my hands full.

What’s interesting about all these benefits is that they are all very specific, or contextual. There is a parallel with the contextual nature of smartphones. I have been banging on for years about the need of brands to understand context in mobile to deliver the right engagement. For example, context is not simply knowing the user’s location. Understanding that I’m in-store is useful, but it doesn’t tell me if I’m browsing, ready to buy or just can’t find the product I’m looking for. Context also includes the time of day, my intent and even functions such as the battery life (when people’s batteries are low, the save their usage for basic tasks like messaging their loved ones).

I’ve asked a number of people how they are finding their Watch. Although each person uses it differently, everyone said it was useful, but not essential. Maybe that will change if Apple Pay gains traction. However, the non-essential nature is the key point here. Whilst smartphones are now an essential core device, smartwatches are not. They are useful for very specific tasks. If brands want to develop their engagement on these devices then they will need to understand the very specific contexts in which they are useful. It’s hyper-contextual. Of course the challenge for brands is how to understand or identify that hyper-context.