In September 2016, Snapchat announced its first foray into the realm of physical hardware. The social media company, which also rebranded itself as Snap Inc., told the world that it would begin selling a new smart glasses product. Known simply as Spectacles, the hardware launched this month.
Naturally, the internet exploded with the news. Commonly referred to as a more accessible version of earlier smart glasses tech, like Google Glass, Spectacles bear a stylized appearance, slick branding and a low price tag. This unique combination could help them triumph where all previous efforts have failed, but it's still worth asking: Will Spectacles sink or swim?
Snapchat Spectacles' Specifications
What makes Spectacles special? There are a few key features that distinguish them from other augmented reality hardware, including:
- A 115º-field-of-view camera that supports recording circular HD videos,
- Backward compatibility with iOS 8 or Android 4.3 and higher,
- A carrying case with a built-in battery and proprietary cord that charge the glasses when you're not using them,
- One-touch, button-activated recording, and
- The ability to sync with your smartphone via Bluetooth or Wi–Fi.
Are Spectacles Really That Smart?
It's clear that these glasses are primarily designed for use with Snapchat. You can only record 10-second-long videos, and the hardware lacks display capabilities, although there are some handy LEDs to let you know how much battery life you have left. While they're perfect for use with the app, Spectacles don't do much else.
The Marketing Model
Snap's relatively unexpected announcement generated a lot of hype. So did the fact that the initial list price for a pair of spectacles was $130. This put the product at less than a tenth of what Google Glass cost. The company's PR strategy involved advertisements that seemed geared more towards fun-loving, fashion-addicted youth than hardcore tech enthusiasts. In short, it was a stark departure from smart tech campaigns of the past.
Of course, it's not as if Spectacles were instantly available to anyone who felt like ponying up for a pair. In what may have been a stroke of marketing genius, they could only be bought from pop-up vending machines known as Snapbots.
At the time of this report, Snapbots had only appeared in a few locations in California and one in Oklahoma. Observers surmise that the randomness is intentional. The fact that Snap seems to be experimenting with deploying Snapbots right before major events might just support that theory.
What Does the Internet Have to Say?
Of course, public opinion is one of the best bellwethers of market success. As with any new product, early feedback is split. Some people praise the fun nature of Spectacles, but others complain about their limited utility and hipster market positioning.
As smart products go, Spectacles' market share might ultimately be hampered by their scope. If you're not already a Snapchat fan or marketer who wants to tap into social media culture, you may be better off with a GoPro.
On the other hand, early adopters seem to be having a lot of fun snapping. Many praised the fact that connecting to smartphones was generally seamless. People also liked viewing their videos in the Snapchat app because it provides cool features, like automatically cropping the circular video to match the orientation of your phone.
While it's unlikely that Spectacles will ever fully capture the market share that Google Glass seems to have abandoned, their smart design and PR might mean that they don't need to. By keeping expectations low and delivering a polished product right out of the gate, Snap could capitalize on a huge, sustainable audience of casual users instead.