Google Glass Available to All: 1 Day Only, April 15

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Google Glass — the augmented reality glasses from Google (GOOG) — have enjoyed an extended period in the spotlight. One reason is that these high-tech glasses are tough to resist for anyone interested in the exploding market for wearables. Smartwatches like Samsung’s (SSNLF) Gear 2 and the long-awaited Apple (AAPL) iWatch have a cool factor, but pale in comparison to glasses that project a heads-up display on a lens so the wearer sees an overlay of information while packing a camera for recording point-of-view video.

The other reason for Glass’s high profile is that Google has kept the device exclusive during beta testing, releasing it to a limited number of “Explorers.” Now Google has announced anyone can buy Google Glass — for one day.

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On April 15, the ranks of “Glassholes” will expand considerably. No need to tweet, write an essay or otherwise plead for the opportunity. All that’s needed is a U.S. address. Oh, and $1,500.

This one-day exemption to the current Google Glass closed Explorer program serves several purposes.

For one, it lets Google gauge the demand for the high tech glasses among the general public in the lead-up to eventually releasing them through retail channels. With a product as cutting edge as Google Glass, there’s considerable risk that tech-savvy early adopters with deep pockets are the only ones who will actually buy the things once they’re widely available.

Removing the current Explorer restrictions for a day and letting anyone buy Google Glass will also provide an indicator of whether the $1,500 price tag is too steep for the general public.

There have been repeated calls for Google to drop the price in order to spur mass adoption. Considering estimates for the cost of Google Glass components land under $250 and that Google has a long-established reputation for selling its smartphones and tablets near cost in order to spur Android adoption, it should have plenty of room to move on that $1,500 price.

However, the closest thing to a concession Google has made is to announce an agreement with Luxottica (LUX) to offer Google Glass with trendy prescription frames and sunglasses. That move, and keeping the Explorer edition Google Glass at $1,500 during the one-day public sale, makes it seem as though Google is testing the waters with shooting for Apple-like margins this time.

Google is also letting this current round of Explorers choose their own frame or shade — more valuable data for eventual retail versions.

So, what will the expansion of Google Glass mean?

Having more people wearing Google Glass might also serve as a tipping point in terms of the touchy subject of wearing them in public.

There are growing lists of businesses and even bars that have banned Google Glass, but part of that backlash against the high-tech glasses might be a response to their carefully cultivated exclusivity. Having more people buy Google Glass and start wearing them around (many of them just “ordinary folks” with $1,500 to spend on a high tech gadget) might convince businesses to back off on the bans.

Then again, greater numbers might convince more businesses to jump aboard the “no Glassholes” bandwagon.

Opening Google Glass up to the general public — even for a day — is not without risk to Google.

Besides the possibility that sales will be flat or the “no Glass allowed” backlash might gain steam, there’s also the possibility that sales will be through the roof, undermining the exclusivity of the Explorer program. There are current Google Glass owners who are big on being part of a very elite and private tech club and they stand to have their bragging rights as pioneers significantly diluted if anyone — regardless of their perceived influence or status — is allowed to buy Google Glass.

The first 2,000 or so Google Glass owners were developers who pre-ordered the expensive device after Google’s 2012 I/O Developer conference. The remaining 8,000 or so Explorers have been awarded Google Glass after competing for the honor and being judged on Google’s concept of merit and influence; many have been making use of the resulting spotlight to write and speak about their experience.

There’s a waiting list for people desperate to join the exclusive club. That perception of being part of an elite group largely goes away once the only requirement to buy Google Glass is the ability to plunk down a credit card.

Google hasn’t said if there’s a cap to the April 15 Google Glass sale (other than the fact that it’s for a single day) but it’s not inconceivable to see tens of thousands of new Google Glass owners wandering the streets when all is said and done.

That could well spoil the party for some of the early Google Glass explorers. Which, in turn, could reduce the buzz.

Depending on the response on April 15, Google should have some idea of what will happen when they put the high-tech specs on shelves at Best Buy (BBY) and other mass retailers. We’ll just have to wait to see if the result is booming sales or an embarrassing flop.

As of this writing, Brad Moon did not hold a position in any of the aforementioned securities.

Brad Moon has been writing for InvestorPlace.com since 2012. He also writes about stocks for Kiplinger and has been a senior contributor focusing on consumer technology for Forbes since 2015.


Article printed from InvestorPlace Media, https://investorplace.com/2014/04/google-glass-goog-2/.

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