'Mainstream Consumer Consciousness’ Looms for Smart Watches, Says Juniper Research
More than 100 million smart watches will be in global use by 2019, and a "host" of premium brand launches over the next 12-18 months will bring the category "into mainstream consumer consciousness," Juniper Research said Tuesday (http://bit.ly/ZZ6i7D). Product differentiation…
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in the category is now shifting from hardware toward features "that allow new capabilities," such as GPS and near field communication connectivity, it said. "These functionalities are likely to become standard in the next few years, particularly as Apple has offered payment and NFC capability via the Apple Watch." Those who await a "killer app" that will make smart watch demand explode are apt to be disappointed, the firm said. "Given the greater scope for development in smart watches, the industry should not expect a single capability to make or break the category." It forecasts that as big-name suppliers like Apple, LG and Sony roll out high-end products, "demand for notification-based watches like the Martian Notifier will diminish, even in markets where budget pricing is the biggest purchase driver." This means "smaller players will need to respond to increasing consumer expectations or lose further market share," it said Tuesday. The firm forecasts that "high functionality and premium branding means that the average smart watch price will remain above $200 until 2020 at the earliest."