Digital marketing agency Greenlight has found that a third of marketers are currently toying with the idea of developing an app for the device this year, though just eight per cent are actively making production plans. A further showcase of what appears to be indifference is seen as 57 per cent admitted there are no plans to buy one, and just 19 per cent plan to buy or have ordered the tech. Marketers are expecting that notifications, contactless payments and messaging will be the biggest attractions for consumers at 62 per cent, 56 per cent and 48 per cent. But only 29 per cent believe consumers will use the watches to shop online and they’re probably not entirely wrong. A classic complaint from shoppers about using their smartphones to make purchases was that the screens are too small or that the process is too convoluted. As such, that will undoubtedly rule out the Apple Watch as a primary vessel for retail therapy or ordering the week’s food shop. In fact, as much as mobile payments continue to grow, Skrill Payments revealed on 23 April that only 14 per cent of Brits are comfortable ordering through apps on their phones and 30 per cent worry about data theft. Debbie Wosskow, CEO and co-founder of Love Home Swap said she probably won’t be using an Apple Watch to manage her business, but added that it’s likely the company’s sharing economy-savvy customer base will adopt the tech which could result in wearable support. “Our members tend to be early adopters, so this is very likely,” she said. “Our model is based around timely communication so we’re keeping a close eye on the space – meantime our focus is on building our native app suite.” During the Budget 2015, George Osborne introduced a £40m fund to develop the Internet of Things and Smart Cities – an area of tech Wosskow is interested in. “As the Internet of Things within the home develops, we can see real benefit from technologies that will allow members to grant each other remote access to their homes securely,” she explained. Meanwhile, Journolink founder Gemma Guise is eager to purchase Apple’s latest innovation, particularly as the wrist-based usage could free up the amount of time spent with a phone in her hand. “I think the Apple Watch is an amazing product and I am really keen to buy one. I am not sure how beneficial it will be to my business though,” she admitted.
The Watch has three price points of £299, £479 and an outrageous £9,500, and cost is a factor that will impact the sales for Guise and many other SMEs and consumers alike. She explained: “The reason I wont be first in the queue for the Watch is down to the price. Being an entrepreneur and running my own company, I watch the pennies closely. I would not be able to justify the price and I am certain the majority of my clients will feel the same.” Mobile-centric events service YPlan has expanded from London to New York and San Francisco in just a couple of years since launching. With that in mind, CEO Rytis Vitkauskas thinks the watch could be a handy tool. “We move at a fast pace, so anything that helps keep our global team on top of emails, on track with meetings and in touch across different markets will certainly be useful to us.” Like Love Home Swap’s audience, YPlan users are early adopters of new tech developments and Vitkauskas anticipates there will be demand, which is why there’s already a strategy on how a development would be managed. “Rather than trying to squash our mobile app into a smaller screen, we’re instead thinking about the ways we can use Apple’s latest product to make people’s going out experience even more seamless,” he said. “Customers could browse, invite friends and book on their mobile, sync the ticket to their Watch, follow directions to the venue and access their event from their wrist.” On 14 April, we looked at the five ways smartphones have changed retail for businesses like Ted Baker – one of which was integration with iBeacons. Vitkauskas said the location-based tech is a useful tool to “reshape the way people discover things to do and plan their night out.” Continue reading on the next page to discover the benefit YPlan sees in virtual reality, how technology can help the childcare industry, and why all businesses need to be concerned about employees owning an Apple Watch. By Zen Terrelonge
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