Useful brands make it onto phones, but not wearables (so far)

At my company’s fourth useful brand experience (#UBX18) conference this year, we have seen another round of inspiring case studies from around the world.

One of my favorites:

What struck me though, was that all cases centered around a smartphone app. None of them were about smartwatches or other wearables like AirPods.

So, let’s take the time and ask a few „what if“ questions:

What if Nivea made their kids tracker wearable?

You could easily see this as an Apple Watch app, with a neat complication even. The idea is to radar your kids’ Bluetooth wristband and get alerts. Much faster if you just have to glance onto your watch.


What if ‘Always’ made its way onto the wrist?

BackMeApp was a runaway success when it launched in 2015. However it only slowly progressed to other countries. With 3G smartwatches now available almost everywhere, the brand could bring the safety feature to more people – in more personal ways, and on a device that can’t be grabbed.


What if Microsoft’s ‘Seeing AI‘ integrated with AirPods?

At this year’s UBX conference, Jürgen Wirtgen, Data and AI Lead at Microsoft Germany, showcased Seeing AI. The app recognizes objects in the real world and tells you what it sees. The audio is on speaker, and may sync with AirPods over Bluetooth – but what we haven’t seen is a deeper level of integration with the battery- and chip-powered earphones. So far, only Apple itself makes use of the capabilities – cancelling background noise and making voice sounds louder in real time.


What are your thoughts?