The company has yet to show that it has secured a long term position within the smartwatch category.
Google does seem to have embraced the idea of wearable technology as it produced an open-source software, Android Wear, that could be installed into the devices of hardware partners, and it had even been selling test models of smart glasses for a while through its Google Glass line, but it has shown that it is moving toward a higher amount of control over a heavier version of the operating system, including its APIs, which are typically licensed to smartphone and tablet makers.
Some have reported that they believe that Google doesn’t want to repeat past mistakes through its Android Wear.
The Android operating system for wearable technology is considerably more closed than the version of the OS that is designed for tablets and smartphones. Because of this, many OEMs have become a little bit leery of choosing the operating system for their own wearables. Samsung, for example, has chosen to use its own proprietary platform, the Tizen OS, for the majority of its smartwatches in the Gear line. LG is another brand that has created its own Wearable Platform OS, using the WebOS that it obtained from Palm.
The upcoming release of the Apple Watch is expected to throw the wearable technology market forward.
Since that device is clearly based on a smartwatch version of the iOS platform, many are starting to wonder if Google’s actions to protect itself from the mistakes it had previously made in its standard Android operating system could actually be what locks it out of the wearables market, when all is said and done.
Samsung has previously battled it out with Google over the degree to which Google has attepted to control the implementation of the Android OS. As TouchWiz UI is used by Samsung to differentiate the version of Android that it uses from that of other devices, Google wasn’t pleased that Samsung had chosen to move some of its apps around.
This demand for control and failure to open up the Android platform was what drove Samsung to use the open source version of the Android OS to develop Tizen and steer away from the limitations it faced from Google.
The technology giant and the designer accessory brand are coming together for wearables fashion and functionality.
As soon as the Android Wear operating system for wearables such as the smartwatch were announced, Google stated that a number of large brands such as LG, HTC, Samsung, Motorola, and Asus would all be powered by the OS later on this year.
That said, Google also dropped another important name, though not of a tech brand: Fossil.
Fossil is a designer brand of accessories and clothing and will now be working with Google in the design of its smartwatch, causing its shares to rise considerably. The designer brand is based in Richardson, Texas. Its chief strategy and marketing officer, Greg McKelvey said that it is a company that is driven by design and innovation in the creation of products with which customers will simply fall in love.
Now the brand is hoping that a new kind of accessory, the smartwatch, will be something its customers love.
McKelvey released a statement in which he explained the company’s perspective on these wearables. In it, he said that “We believe we are uniquely positioned to develop and bring to market products for our fashion customers that marry the beauty of our designs, the promise of our brands and now the function of new technology.”
He pointed out that this form of wearable technology is “still very much in the formative research and development stage,” but that they are actively taking part in a drive toward wearables that will bring tech and fashion together.
As it is becoming widely believed that one of the primary barriers standing in the way of the widespread adoption of wearable technology is its clunky, large, science fiction geek look, the development of a device by a fashion designer could mean that this struggle could be overcome. Many feel that companies need to work together in order to speed up the development of devices that people will actually wear, instead of releasing one generation after the next that draws curiosity but doesn’t generate the necessary sales.
It will be interesting to see what designers do to the smartwatch over the next few months, as it could change the face – so to speak – of these devices, altogether.
