Based on the name of the project, Project Glass introduces the Google Glass as an innovation in the form of spectacles. Figure 1. 2: Google Glass. (Dolorous, 2013) Basically Google Glass is a device like phones and tablets where it contains Amerada, touched, display, battery, and microphone but it is placed in front of eyes, built into spectacle frames so people can see and utilize it on the go without obstructing the view because the display position at upper right of the vision. In order to controlling the data or interpret commands, two ways can be done such as using touched or by talking to the device via microphone.
The sound can also be produced through bone-induction technology confirmed where the skull will be used as vibration to create sound. (Houghton, 201 3) Google Glass provides functionality such as taking photos, video recording, and also some of the applications from Google like hangout and even Google Maps. However, it does not include GAPS so in order to receive the internet connection, it must connect to Wi-If or tether to the phone where it supports for Android and ISO. It is produced in 640 x 360 displays with MM? For camera that can film at IPPP.
The memory is KGB and battery life is apparently a day without a lot of videoing. It includes Bluetooth and Wi-If but without GAPS chip. There are some colors that will be provided such as black, orange, grey, white, and blue. The current price for developer spends $1 ,500 where it is expected to be cheaper or consumer versions. By providing readily accessible and useful functionality, Google Glass is one of the innovative products that can be considered in technology environment to bring competition for competitors.
Even though there is a privacy issue that can be considered, the solutions will keep overcome the issue for example the light will be on while people is filming or taking picture in order to know Google Glass is active or used. Strategy for Google Glass 2. 1. Background of the Case Based on the Google’s mission that is to organize the world’s information and aka it universally accessible and useful, Project Glass is implemented to create the Google Glass. It is similar to the smartened but implemented in different way where it is placed at spectacles to display the screen.
It enables voice commands, taking photos and videos, navigation, searching, hangouts, and messaging (Stevens, 2013). Like the other devices, it has common issue on the battery life where it is still poor to be used for a long time and privacy issue such as it can record or take photo of other people anytime without permission and it can monitor what the user/owner sees at current time if it has been hacked. Figure 2. 1. 1 : Google Glass Components. (Salesperson, 2013) Like Google who invented Google Glass, there are some competitors that focus and work on this innovative device such as Microsoft, Sony, and Taiwanese manufacturer Colon.
Apart from company, another project that focuses on mixing screens and glasses is the Culls Rift where it works for virtual reality gaming. (Houghton, 2013) 2. 2. Considerations When Developing a NYPD Strategy Google needs to establish clear direction to make sure its Google Glass product is managed successfully for business and achieving its goals by evolving process which is frequently subject to change at the product strategy level. Figure 2. 2. 1: Main Inputs into Decision-Making Process. (Trot, 2012) 2. 2. 1 .
On-Going Corporate Planning At on-going corporate planning level, future direction of the business for Google Glass will be set by strategic planners and senior managers which is important and long term for large organization. Business direction of Google Glass is to implement accessible device through vision so user is able to view and control the device directly in front of eyes. Figure 2. 2. 1 . 1: Direction in Google Glass. (Glass, 2014) This idea is still considered new innovation where there is no commercial product similar to it and Glass comes to make differentiation in technology innovation while smart watch is familiar currently.
These event, condition, customer requirements, consumable resources, and information are utilized by Google to transform them into Google Glass (Processors, 2014). Google develops Glass in long term based on its vision and mission which are enable wearable and accessible computer for anywhere and anytime. The plans that have been set include development and improvement of the features to support Glass such s applications, partnership with other glasses company such as Ululation (Pontificate, 2014) to be used at normal glasses, and solution to overcome the privacy issue for example using light to indicate the Glass is active (Houghton, 2013). . 2. 2. On-Going Market Planning At this stage, market planners determine decisions that can be useful and affect Google Glass market in order to compete with other competitors that work in the same level of project such as Colon and Culls Rift. One of the market plans that Google Glass has set focuses on the fashion or style where for current developer Glass or Google Glass Explorer is unfashionable. Figure 2. 2. 2. 1: Google and Ululation. Ululation, 2014) Google has announced that it will incorporate with Ululation (Glasses company that owns Oakley) in order to develop, design, and distribute the new breed of aware for Glass (Ululation, 2014). Thus, Glass will be more stylish for daily uses like other sport glasses as an example. As additional support to be stylish, Glass also provides titanium frames for extra durability while maintaining a light weight (Bridge, 2014). Figure 2. 2. 2. 2: Google Glass Explorer. (Houghton, 2013) Another plan to make the business successful in the market is price of the reduce.
Glass has introduced the developer edition where it costs $1 ,500. The price must be in competitive level where it should not be charged for high cost in order to make the product is acceptable by consumers. Glass is expected to be cheaper than developer edition so that it can be reached for middle level of economy (Houghton, 2013). 2. 2. 3. On-Going Technology Management The continual analysis of internal R&D projects and external technology are done by Google in this level due to identify technical opportunities that need to be considered by the business (Trot, 2012).
Figure 2. 2. . 1: Activate Voice Command of Glass. One of the purposes from Glass project which is to develop an augmented reality head-mounted display (HAM) allows interaction via natural language voice commands. For this feature of, internally Google has snapped up voice specialists Dunderheads. This supported research by Google focuses on natural language where it is related to voice commands. The voice-to-text functionality that is provided by Glass will bring the ability to translate the words being spoken into own language on the display (Houghton, 2013).
Figure 2. 2. 3. 2: Glasses. (Bridge, 2014) Externally, Google has done the investigation for other product from competitor such as Glasses. Glasses introduced its first prototype where it projects an image in front of eyes whereas Google Glass projects at right of vision. (Bridge, 2014) Figure 2. 2. 3. 3: Patent of Augmented Reality Interface by Samsung. (Bridge, 2014) Apart from projection, another technology that needs to be considered by Google is augmented reality interface which introduced and patented by Samsung.
Glass just has introduced some of the inputs except of this so it needs to consider about the patent and maybe will develop the new innovative augmented reality interface for example augmented reality interface by using distance censor. (Bridge, 2014) 2. 24. Opportunity Analysis/Serendipity Google Glass comes from the imagination of innovation where it can be in this glasses form currently. This case is related to serendipity at which some prior knowledge in the area is needed (Trot, 2012). The program which is classified for this opportunity analysis is Google Glass Explorer Program.
Figure 2. 2. 4. 1: The Glass Explorer Program. (Google, 2014) This program is used by Google to get attention from developers who want to ray and enhance Google Glass to be better product. The advantages of doing this such as some of the difficulty in usage, bugs, or design can be solved and improved where the ideas will be received from many developers or users, promoting the product that will be release for commercial, and discovery of better product can be produced in order to be accepted by consumers.
Apart from that, Glass also has been used by employees for testing before produced to consumer where this activity intends to find some issue and resolve it. In the end, Google Glass can be produced to be used by people who really can feel the infinite for using it. 2. 3. New Product Development as a Strategy for Growth In order to make the business of Google Glass to grow, Insofar directional policy matrix can be implemented that combines two keys variables such as an increase in market opportunities and an increase in product opportunities (Trot, 2012) which explained in Appendix l.
Figure 2. 3. 1: Anions Matrix. (Trot, 201 2) 2. 4. Multi-Dimensional Concept of Google Glass Figure 2. 41: Multi-Dimensional of Product. (Trot, 2012) A product is multi-dimensional that includes level of service, brand name, quality pacifications, price, packaging, features, and technology. Product can be said as new if one of these dimensions is changed for example packaging. Glass that is product developed by Google will be described based on multi-dimensional concept. 2. 4. 1.
Brand Name By imagining the augmented reality goggles through Project Glass, Google creates an augmented reality head-mounted display (HAM) which is called Glass. Because it is owned by Google then it can be called as Google Glass (Glass, 2014). Behind of the scene from brand name can be beneficial for the product itself for example Google Glass is produced and developed by Google where people know that Google is the big internet and IT company so it will make the new product such as Google Glass in this case to be easily recognized by people as a new competitive product. 2. 4. 2.
Quality Specifications Glass is provided based on competitive specifications that will be described on table 2. 4. 2. 1 . Specifications Description Tough frame fits any face and adaptable nosebags. Extra nosebags in two sizes. Display 25 inch high definition screen from eight feet away (640 x 360). Camera 5 Misapplies for photos. IPPP for videos. Audio Bone Conduction Transducer. Connectivity Wi-If 802. 1 lb/g Bluetooth Storage 16 KGB Flash total (12 KGB of usable memory) with Google cloud storage Battery One day for typical use. Charger Micro USB cable and charger. Table 2. 4. 2. 1: Specifications of Glass. Google, 2014) Specification plays important role for technology device where it will be referenced by some consumers as the main point to evaluate the quality of the product. Google Glass’ specifications based on table 2. 4. 2. 1 are quite competitive because it contains medium level of current available technology components. 2. 4. 3. Price Currently the Google Glass Explorer for developer version spends $1 ,500. The consumer versions will be expected to be little cheaper although price may remain speculative. Price is another part that plays important role to be acceptable by consumers.
In the Explorer program, Google Glass costs at middle to upper level for a new genuine product where it is suitable for such a nice device. However in order to be acceptable by large scope of people, Google must minimize or reduce the cost for the Google Glass. 2. 4. 4. Packaging Google Glass Explorer package includes spectacles and charger. Glass is applied t the frame on right side. Due to the issue of the Glass is not stylish, Glass will come with the regular spectacles on consumer version where Glass will be applied on it to become more stylish and acceptable by consumer.
Figure 2. 4. 4. 1: Google Glass Explorer Product. (Stein, 2013) 2. 4. 5. Features Current Glass which is developer version comes with main features such as (Houghton, 201 3): Display Optical head-mounted display (MOOD) Liquid Crystal on Silicon Field-sequential color LED illuminated display Touched Located on the side to interact with interface Camera Able to take photos and record HAD video Voice Command Able to command using voice Table 2. 4. 5. 1: Some features of Glass. Feature plays important role for development and business where Google Glass must consider about it.
If feature is still being updated and developed then the product will keep survive in competition but if no more features are added then it will disappear in competition. 24. 6. Technology Technology is similar to feature where it needs to be improved and updated in order to follow the latest technology. Google has considered some technology that will be used for its Glass. Glass provides Mislays application where it can be seed on Android and ISO (Google, 2014). It also can be activated and controlled by using voice where next development will enable Glass to translate the language into user’s own language.
It supports current applications provided by Google such as Google Hangout and navigation where many more applications will be available for it. 2. 4. 7. Level of Service In order to make product is comfortable to customers, service should be considered in order to satisfy the customers and it also gives the opportunity for company to make the product or business better. Through Google Glass Explorer aerogram, Google tries to get the feedback from users where it can be used to improve the service and at the time also enhance the quality of product.
Table 2. 4. 1: Dimensions of Google Glass. 2. 5. Analysis of the Case Google Glass as a new product from Google should identify the consideration when developing a new product development strategy. The consideration helps Google to determine the future direction of the business until activities which are required to be done in order to make the product and business become successful and grow where stated in part 2. 2 and 2. 3. Apart from that, the acquirement which need to be fulfilled by Google Glass are stated in part 2. 4 about multi-dimensional.
It describes the components which will determine Google Glass as a new product based on its dimensions for example quality specifications and features which have important roles in technology device. Thus, Google Glass will be able to become successful product and stand in the competition. 3. Question 2 – How Google Glass Better Manage Innovation in Competitive Environment 3. 1. The Dilemma of Innovation Management In the current competitive environment, all organizations need to consider about reiterative and efficiency in order to accomplish daily tasks efficiently and quickly and also support innovation.
The dilemmas are created by innovation that either help or hinder innovation effort (Practice, 2009) and arise in tension between efficiency and creativity such as cost vs.. Quality and stability vs.. Change. The difference between dilemmas and problems is the dilemmas are not resolvable that related to natural tensions where problems are resolvable because they are decidable (Practice, 2009). In order to make room for creativity and innovation which allows slack in the system, firms have to do with balancing activities such as enable constant pressure to minimize costs and enhance efficiency in operations. Figure 3. 1 . : Managing the tension between the need for creativity and efficiency. (Trot, 2012) The Way of Google toward Dilemma Google separates production from Research and Development (R&D) in order to handle the dilemma that can be happen due to tension for creativity and efficiency at the same time. By doing this, sufficient exploitation can be accomplished to ensure future viability where exploitation includes efficiency, control, certainty, increasing productivity, and variance reduction. At the other did, exploration can be done by Google that includes search, autonomy, discovery, innovation, and embracing variation.
Thus, ambidexterity can be created by doing exploitation and exploration (Trot, 2012). Google has built dynamic capabilities which are the heart of the ability of a business by implement ambidexterity. Google has operated its own research and development lab that is called Google X. The purpose of Google X is to making major technological advancement where projects which are running and done by Google have been handled by Google X such as Project Glass. The Dilemma of Google Glass Google Glass can be used as part of everyday life or society such as capture every moment that can be seen by others through user’s eyes instead of viewers’ eyes.
Figure 3. 1. 2: Photo from Google Glass. (Bridge, 2014) Apart from that, the crucial thing that is beneficial to the user such as protecting the user from crime or recording the crime that may happen in the way where the recorded videos would be directly stored into Google’s cloud so that it can be used as evidence. However as new technology, issues cannot be avoided that always exist for certain part of technology including Google Glass. Like a Smartened but hands free, Google Glass has some dilemma on the way of implementing and using it which related to privacy and safety.
Privacy As the issue of Google Glass where it can take the photos or record the videos anytime and undetected by public, the privacy has been considered as its dilemma. Regarding this issue, some of the public places like restaurants and bars prohibit Google Glass in order to protect their customers’ privacies (Krill, n. D Furthermore, this can bring negative effect to the people who own the device and may lead to discrimination to them. Thus in order to handle this sue, Google has applied a light to indicate the Google Glass is active even though it just minimizes the issue of this case.
Safety Some of the feature provided by Google Glass such as navigation is very helpful and useful for the driver in order to know and give direction of the position and location for destination. However, wearing Google Glass can be a risk of possible distractions for example notification is popped up while driving in front of eyes where this issue is considered by lawmakers to ban wearing Google Glass while driving (Krill, n. D. ). Figure 3. 1. 3: Illustration Google Glass While Driving. Bridge, 2014) This case has happened in California where the driver was fined for driving while wearing Google Glass (Bridge, 2014).
However, the case was thrown because there was no proof that Google Glass device was being used while driving. This case refers to the dilemma where it is said to give negative effect to drivers without strong evidences but in other hand it provides benefit to drivers to using the device while driving like GAPS (Krill, n. D. ). Currently, Google has tried to overcome this issue by locating the screen at the top-right side so that the screen will not distract the drivers view. Table 3. 1. 1: Privacy and Safety of Google Glass. 3. 2.
Managing Uncertainty The management of innovation process is trying to maintain new ideas and produce creativity in the organization where it is central feature of managing innovation process within innovation and R&D management literature (Trot, 2012). Firms have concerned regarding management of innovation process that includes uncertainty of output like market uncertainty which is about what is required and uncertainty of process which is about how to produce it. Therefore, uncertainty matrix provided by Pearson is useful to help managers to deal with efferent level of uncertainty.
Figure 3. 2. 1: Person’s Uncertainty Map. (Trot, 2012) Person’s uncertainty map helps to analyze and understand uncertainty and the innovation process by providing a framework. This framework splits uncertainty into two dimensions such as (Trot, 2012): uncertainty about ends: what is the eventual target of the activity or project uncertainty about means: how to achieve this target Google towards Person’s Uncertainty Map for Google Glass Uncertainty to develop such as product is being perceived by Google through Google Glass.
While developing Google Glass, there are uncertainties that exist under the project such as about what is exactly the purpose or target by establishing Project Glass for create Glass and how to achieve the purpose or steps to achieve the goal. In order to against the difficulties of managing uncertainty, uncertainty map created by Pearson identifies the quadrants based on figure 3. 2. 1 that can be applied to Google for its Glass. 3. 2. 1 . Quadrant 1 – Exploratory Research The imagination or idea to create Google Glass through Project Glass is considered in this exploratory research where the means and ends are not clearly defined.
The project is established through the Google’s research lab which is called Google X. This semi-secret facility focuses on research and development or exploratory studies supported by Google. Thus, Google X helps Google to do research at the new project in order to figure out the ends and means so it can be successful project on the future. 3. 22. Quadrant 2 Development Engineering This area makes Google Glass’ target become clear. After the idea of Glass has been introduced by Google, Google tries to identify the targets of the business opportunity including consumers and suppliers.
Hence, the first product is rated through prototype that is used just by certain people in Google in order to examining production processes and finding efficiency and the way to reduce costs. Furthermore, the target of Glass will be defined such as to be used by society or even doctor. 3. 2. 3. Quadrant 3 – Applications Engineering This area of activity attempts to identify the most effective way of technology to be used. The activity according this area that Google has done is Google Glass Explorer program. Google promotes its Glass for developer through this program where it is only available for certain location and limited people.
By doing this, Google can receive the feedbacks from developers and users so that enhancement can be done on Google Glass for consumer later. Apart from that, Google Glass will be available for the stylish spectacles and common glasses according to cooperation with Ululation. 3-2. 4. Quadrant 4 – Combining Market Opportunities with Technical Capabilities This area indicates Google will be able to improve previous Google Glass Explorer into new Google Glass for consumer version by combining market opportunity and technical capability.
Even though the consumer version has not been released, Google Glass is invoiced to be able to compete in competition of similar devices based on previous activities that have been taken. The advantages through the activity like Google Glass Explorer will give benefits to the Google and also Google Glass such as improvement based on users’ experience can be implemented where at the same time the advertising of the product is being conducted. Thus, combinations of market opportunities with technical capabilities are achieved through this area.