Wearables was a hot topic last week at Mobile Marketer?s Mobile FirstLook: Strategy 2015 conference, with speakers and attendees split on whether or not they will be a big deal in 2015. With Apple Watch expected to launch soon and questions around just how big consumer demand will be, marketers looking for an early mover advantage are struggling to find where best to place their bets.

?In order to continue to deliver the best customer experience in financial services Fidelity Labs has done a number of customer-codevelopment experiments with wearables, including Google Glass,? said Hadley Stern, vice president of Fidelity Labs. 

?Our aspirational Youtube video sparked a number of conversations with customers around how they could benefit from wearable and Google Glass,? he said. ?In addition our Glassware application was a source for feedback as well. 

?Early indicators are that users find value in our application, but as likely validated by Google?s recent announcement that they are refocusing their product efforts, found it complicated to use throughout the day. We are currently planning on continuing to support our application, and will keep a close eye on Google?s future development plans for Glass.?

Early days?
While Google is not walking away from Google Glass, its decision to make the development process private and not release a next generation product until it is fully ready, underscores the rough time Glass has had gaining acceptance since its launch in 2013. 

Google Glass, which is a smart eyewear device, will be a standalone unit going forward as it moves away from public tests of prototypes. 

The device was originally launched in 2013, with sales to the public starting in 2014.

However, it has faced a number of challenges that have resulted in poor sales, including a high price point as well as consumer concerns over privacy and appearance. The device also suffered from technical issues and a lack of clear use cases. 

Still, a number of brands jumped on board quickly with Google Glass, coming out applications for users. The list includes OpenTable, TripIt, foursquare, Hotel Near Me and Fidelity. 

Fidelity Labs launched its Google Glass app in 2013, enabling wearers to see quotes from the four major stock indexes at market close (see story). 

While Google Glass has been suffering, interest in smart watches and other wearables such as rings, has been growing. 

Fidelity launched an app for the Pebble smart watch in the spring of 2014 (see story). 

At the moment, interest is particularly high surrounding the Apple Watch launch, which is expected to take place soon. 

Marketers are signing up already, including iBeacon network inMarket and supermarket chain Marsh, which will enable shoppers to check a shopping list from their Apple Watch. 

Domino?s, PayPal and LevelUp are a few of the brands that have embraced other wearables such as Pebble and Samsung Gear. 

The use cases for these devices appear to be clearer, viewing new messages or other content quick-hits such as the weather as well as tracking activity and health. 

Early adopters?
Google discontinuing Glass as a consumer product is not a surprise.

?I don?t think this is unexpected, and those marketers that launched products on glass did it for some very valid reasons - low cost of entry and decent earned media for being seen as an innovator within such a new category of product at the time,? said Scott Michaels, vice president and partner at Atimi.

?The take away would be that you must act at the start of the curve, as that is where the buzz is generated and the earned media is available,? he said.  ?If you wait too long, well then the device ages out into retirement.?

Marketer should evaluate a wearable strategy based on several factors, including considering whether or not the market reached with the wearable fits with and brand. Marketers should also consider whether a wearable has a shot at succeeding, against the larger wearable players, such as Samsung, FitBit, Apple and Jawbone. 

?If your play is within the major current players, then - at least in the near term - you will have an install base to work from,? Mr. Michaels said. ?If you go outside of that group to newer, or more periphery players like flic then your campaign success also rides on the device succeeding - or in the case of flic actually making it out of indiegogo and into full production.?