One of my first mobile moments this morning was a text from my husband on WeChat announcing that he had a Lark sleep quality rating of 9.4. We’ve become competitive sleepers. The Lark is a wearable device worn on the wrist at night to track the quality (e.g., number of times awake) and length of sleep. Activating the device requires you to set an alarm (and lets me know how few hours I have to sleep). The device wakes you by vibrating on your wrist. Disarming it in the morning includes journaling information on how you feel and what occurred that may have helped you to sleep well or disrupted your sleep.
While I love this device, in April Lark announced it will discontinue making hardware, but support existing units. It’s retained hardware staff to continue to understand how to make the most of data collected from sensors on the phones. Similarly, Nike didn’t announce it was discontinuing the FuelBand, but there were rumors it had laid off its hardware team.
Why these shifts?
These devices and apps are creating mobile moments by sharing basic data, a concept outlined in our new book, The Mobile Mind Shift. But, the excitement of reaching milestones of 5,000 or 10,000 steps a day or shifting your sleep behavior quickly fades once consumers have a sense of what it takes to reach these goals. In fact, overtime data can even demotivate individuals.
In order to change consumer behavior in the long-term, these wearables must offer effective engagement mechanisms that create relevant mobile moments that change over time with consumer needs. To succeed requires:
On June 10, Salesforce.com announced Salesforce Wear, a bundle of free tools and reference applications aimed at evangelizing the power of enterprise wearables. The offering supports six different wearable devices, each with its own open-source reference application to help developers design and build wearable apps that connect to the Salesforce1 platform.
Salesforce Wear has the potential to turbo-charge the growing market for enterprise wearables. Enterprises using Salesforce Wear will gain tools and reference applications that immediately apply to six wearable devices: three smart watches (Pebble, Samsung Gear, and Android Wear), plus Google Glass, the Myo armband, and Bionym’s Nymi authentication device.
Some of the reference applications are pure enterprise/B2B workforce enablement applications, like the Google Glass application for oil rigs, which can be generalized to other field service scenarios (and which, conceptually, I have written about before). Salesforce Wear’s app facilitates real-time field actions by providing schematics of the equipment being serviced, offering a view into the full service history of the equipment, and connecting field workers to colleagues for real-time collaboration. All in all, the reference app helps field workers fix problems more quickly and effectively.
Salesforce Wear's Casino Reference Application with the Bionym Nymi Band. Source: Salesforce