Viddy: Video Competitor

“Instagram may have been the darling of New York Fashion Week in February, but this September, several fashion reporters are turning to Viddy and other forms of mobile video distribution to compliment their coverage.”

All demographics attending fashion week, from celebrities to bloggers to photographers wish to share their experience throughout the week through numerous social media sites. There are the industry leaders which currently dominate the sector such as Instagram, Facebook, Twitter, Vine and Tumblr; nonetheless, Viddy is an up and coming competitor which was exposed during New York Fashion Week 2013.

The new app makes it easily accessible for the user to edit a 15 second video with colour, music and filters which can then be shared across the similar platforms as well as over email and SMS.

“Chen has been uploading 15-second videos to Viddy to capture short moments — moments, she says, that benefit from motion capture but may not be worth a full upload to YouTube. “Plus, Viddy has a great community aspect. There are a lot of young girls there, the Teen Vogue audience.”

All social medias must thrive on their various ways of creating a community to share users postings, if the community isn’t interacting then the attraction to the site will dwindle. Eva Chen, Teen Vogue’s Beauty Editor used Viddy to record moments that photographs cannot capture, such as the movement of a skirt and the excited environment surrounding the catwalk. Chen explains how Viddy’s community is currently built up of young girls, which may be interested in Fashion Week along with Chen’s videos and experiences. With the opportunity through social media of sharing moments at Fashion Week this demographic who aren’t able to access the environment or experience in real life will then be able to catch up with the latest designs and know the gossip from the event almost as soon as the people at the event have seen it.

Saturating the market of social media may lead to a limitation of people experiencing all information shared unless they sign up to every site which will then take time our of their reality. For this reason, I believe it is important to offer only a few but well executed social media sites which offer differences between them. The current famous five I mentioned earlier are offering, what I personally believe, is what we need. However, if Viddy find a niche within this market I won’t avoid signing up if others around me want to become a part of Viddy’s community.

However, Viddy isn’t offering anything more than Instagram video, except the audio overlay function, whereas RoseTinted would be offering videos of backstage footage to the existing social media and brand websites sites that already hold a loyal customer base rather than having to build my own. Furthermore the innovative aspect because it is both real time and through first hand experience, making it a deviating concept which will attract people to log in at a particular time to experience the side of fashion which has previously been hidden.

“switches over to her iPhone camera to capture as many shots as she can, and then switches over to video during the finale. “If I’m sitting front row I cross my leg and use knee as a stabilizer to record video,” she says. She’ll switch back to camera mode again if she’s close enough to capture a designer taking a bow”

This would be a common solution to recording peoples’ experiences at Fashion Week, however, it appears that Elizabeth Holmes, retail reporter, takes time away from watching the show to fiddle with her phone and watch it through the screen to make sure she’s getting a good shot. Therefore isn’t given the opportunity to relax into the show and enjoy it first-hand.

Google Glass therefore is a solution to having both the opportunity to sharing your images and videos of the experience whilst you have experiences it yourself in a calm and content action. RoseTinted, further relaxes the user because everything is originally set up before they enter the show, all they have to do is turn on the function and sit back whilst it is sharing itself to the viewers at home. Furthermore, because it has been live streamed, there is no need to take yourself aside after the show to edit and share it and the wearer can carry on enjoying the show and thus use the time efficiently, such as to network. Because the recording has been saved to the users Android phone all the media is saved if they wish to edit and make the video shorter to share a compilation video on the social media sites for further recognition. 


Facial Recognition Ban

“Obviously, some kind of object or facial recognition appearing on a tiny, personal screen could easily lead to a breach of privacy, so…Google has banned facial recognition apps from its device.”

Google has already come under pressure from the general public with their concern with how easily Glass can take a photo or video of someone when they’re not realising. Even though it is discussed that it can’t be any less obvious that someone raising their mobile phone to take a photo, people are still concerned. Allowing apps that use facial recognition that could help people scan out a face from a crowd are therefore banned to help calm the publics nerves. Google have to ensure the public see they are taking actions to help solve issues raised and not allowing facial recognition within its software is therefore a positive step forward in helping sell devices to those originally opposed.

“Google didn’t specifically say that facial recognition would never come to its eyewear, but rather said that the features could come to the device whenever “strong privacy protections” were put into place.”

It appears Google are withholding this type of technology until the public are over their current worry of their privacy being invaded. This introduction of new technology can be compared to the first release of mobile phone cameras and even though that began with controversy from the consumer, cameras are embedded into all mobile phones nowadays and therefore the hype is slowly reduced once it becomes common and people grow to accept it into their everyday lives. Therefore, peoples current opinions on the new innovation that is Google Glass will realistically, also decelerate with time. Furthermore, once this has become the norm within the communities wearing Glass and those living amongst it, Google can introduce this new feature as a new wave of publicity to help sell more devices after the first number of early adaptors buy their device. On the other hand, it may upheave all the privacy issues once raised by the public and therefore Google would have to ensure the technology was either released slowly or as they say, with very strong privacy protections within place to help the public understand the necessity and use for facial recognition without it invading their privacy.

There has been the update within Glass software which stops app developers from allowing the user to close the Glass screen but keep the camera open, as though it appears Glass is off to those looking at the wearer but they are in fact being recorded. With the Glass screen always being lit when it is in use will ensure onlookers to know when the Glass wearer is using it, therefore educating both users and those without Glass is essential to Glass’ future potential.

Making the models and other employees backstage of events aware that the Glass wearer using RoseTinted is live streaming their actions is essential to ensure they don’t swear or do anything that would appear negative to the brand they’re publicising which younger generations could be influenced by. Furthermore, reminding that the wearer is live streaming what they’re seeing is important as well so that they don’t stream footage of them on their break which wouldn’t be appealing to the consumer who has taken their time to log on to see backstage entertainment. Notifying the wearer that they’re recording is securing their privacy is also kept.

“For now, it’s something of a shame that Google has to outright ban facial recognition apps, as that’s the kind of technology that Glass could use to really seem like future tech. Unfortunately, there currently isn’t much of a way to make sure that kind of feature doesn’t get out of hand, though it’s obvious Google is looking for that answer, as it’d certainly be a killer feature the consumer public hasn’t yet experienced.”

The potential behind facial recognition apps would help developers explore the future of technology but unfortunately the public isn’t ready for it yet, albeit this isn’t a bad thing as becoming too involved in technology is why Google has create Glass, so that is can get out of the way. Nonetheless, when the public is ready for facial recognition software, Glass and other devices will offer consumers readily available technology as research has already been conducted and Google has already been offered numerous facial recognition based apps that they’ve had to decline. Glass are looking for a way to ensure both privacy and the possibility of facial recognition software to the public to insure they’re the first product to offer it to them, furthering their innovative aspect of Glass as well as becoming the industry leader. Glass is already an innovative product offering first-hand experiences and functions that the public hasn’t yet experiences but they’ll have to constantly update their apps to keep the publicity of the product highlighted amongst media sources.

Attendee Arrival would be able to grow with the introduction of facial recognition software to ensure wearers that they will recognise the VIP once they come into contact with them. So even though this function isn’t currently allowed to be embedded within the technology of RoseTinted, the future prospect of the app could be encouraged through new technological introductions such as facial recognition. Therefore, new sources and bases for publicity and selling the product will encourage more users to subscribe and purchase RoseTinted after the early adopters.

LiveStream: Competitor

“Nothing can be quite the same as being there, but a livestream does almost the same. Even a real-time text stream from an event can do a lot to make you feel like you where there”

Being able to share the experience of being at the show to others will help also spread word of the event. This source of promotion involves the consumers who are not invited to prestigious events but allows them to experience it albeit from their own homes. Furthermore, this makes it accessible for people who were invited but couldn’t make it and therefore if they have to research or know about the event they can receive a first hand virtual experience. Live streaming the event broadens the demographic and people available to see and experience it, broadening the potential ster and social media presence of it through people discussing it via Twitter, Facebook etc.

Livestream offer this as well as text, images and pre-recorded videos. However, it is up to someone at the event to livestream their experience at the event but then it is available for anyone on livestream to watch.

“The only thing you can’t do directly from the website is stream live video. To start a live video stream – likely the reason you want to use Livestream in the first place – you’ll need to download Livestream for Producers for your Mac or Windows PC.”

There appears to be a large flaw within the marketing of Livestream as they cannot actually live stream videos as instructed, and the user has to in fact download software to then access this part of the website. I would then think that people would rather take photos and videos on their phones, which most people have nowadays, and then share them through social media sites.

Having live streaming as a readily available function within RoseTinted would attract this demographic who wish to both share their live experiences as well as people wanting to watch the exclusive world of fashion. Although it means they would have to purchase Google Glass, the functions the device holds are also helpful for other everyday activities and therefore can be a helpful investment. 

“Livestream makes it very simple for your visitors to see your livestream. With a free account, viewers will need to login with a free Livestream account or signup via Facebook to see your livestream”

Even though this may take a few minutes, it is yet another hurdle Livestream uses have to cross, and encouraging people to view your event will become more difficult when they have to sign up as it can be off-putting. Therefore they may lose potential viewers and the experience will be once again shortened to only the attendees.

This is why brands or individuals who use RoseTinted will only have to instruct their followers to go onto their social media sites or websites to view the video, making the process a lot easier and accessible and encourage viewers to wait and watch for future events.

“Viewers can then rewind the video, or come back and watch again later (up to 30 days later on a free account, or indefinitely on paid accounts)”

RoseTinted’s future potential could lead to viewers having the option to rewind live streaming however this wouldn’t be introduced upon its arrival. I would want to keep some prospects back and not spend too much money on technology and research before it is even released. Nonetheless, RoseTinted would offer users to edit and shorten videos which can be then shared on social media sites that people can spread and share wider. 

“If you really want to go pro, the Livestream team has some neat hardware for sell, including a $495 Livestream Broadcaster box that can stream HD video directly from your camera over Wifi or 3G, no computer required. Or, for $8,500, you can get a Livestream Studio, which is a production computer in a box that lets you mix and stream 5 HD video feeds at once.”

Livestream even though there are some initial set backs to creating and streaming videos, the company do offer products to all ranges of incomes. This broadens their potential demographic to a larger scale of people with more disposable income to help with their turnover as well as profitability.


eReg The Competitor

“VIPs at your events get to experience all the glitz and glam you’ve so carefully planned for them, but we feel your pain on how stressful it can be to keep track of all the details and last minute changes for your super-exclusive attendees.”

Brands and companies within all industry let alone just the fashion market want celebrities and well known names to be seen at their event or wearing their product. It generates free promotion through word-of-mouth which will then be circled around numerous newspapers and social media sites. However, it can be difficult to ensure that they have a positive experience throughout their time with that brand if there is a negative speculation about the brand it may spread negative feedback. Navigating celebrities and therefore ensuring they’re instructed on where to go as well as knowing where they are to take photographs and interview them to ensure their time at the event is documented which can then be shared throughout the internet and media sources later.

This compares to RoseTinted option for Attendee Arrival notifications but Google Glass is notified through RFID invitations which automatically check in the VIP and therefor relay this information to the user wearing Glass. 

“eReg, this feature alerts you and your team by text message or email once a VIP has arrived at your event. All your attendee info is pre-loaded through eReg and you have the power to customize and activate the alerts.”

Event organisers will always have their phones and tablets on them to help keep track of tasks to do as well as sharing posts onto social media sites. Specialised apps are helping these organisers keep as structured and on task as possible, eReg is offering further help into navigating the whereabouts and information needed about the VIP. They have also supplied the user with tips on how to make these VIP’s feel privileged throughout the whole night.

eReg are offering a similar function to my app, RoseTinted and therefore this indicates that there is a need for this option. Competitors are not always a negative aspect of a market, even though it isn’t saturated, because it proved this is an issue people have previously come across. Furthermore, even though I am offering a similar aspect I am offering it through a different medium. Being the first competitor to offer this sort of organisational tool through Glass would ensure that I attract and reach this demographic first, before others such as eReg. This would help build RoseTinted to the industry leader of this particular product as I have the first chance opportunity to sell to the demographic who need this speciality.

“VIP team: Designate members of your team to handle all VIP clients and logistics. This will ensure your exclusive attendees are being taken care of all night.”

Even though ensuring there are designated people who’re in control of ensuring the VIP is happy throughout their experience of the brand, this then leads to cost implications to employ more people for teams. However, these teams can then be specially picked for their talents for working with VIP’s ensuring the highest quality is met and to portray a positive outcome for the VIP which they will then relay back to media sources.

“Include VIP’s preferences in notification email: You can easily include notes in the email or text message notification about your VIP’s personal preferences.”

This can be especially relevant and helpful when managing celebrities who sometimes create lists of products or services they expect to be kept. Even though it may be a hassle for the company to do so, it will ensure the VIP writes and spreads a positive review which will attract more people in the future and therefore more money. This may even offer necessities for some VIP’s who have allergies or conditions that need to be remembered and noted throughout the night to ensure they are not put under any danger. Even if these personal preferences are things not submitted by the VIP, researching into what kind of products they specifically like such as food and alcohol will encourage them to feel welcome and privileged throughout.

“Use digital media to announce their arrival: If you have screen with event information or graphics displayed at your event, use VIP check in to signal a notification that your hottest attendees have just arrived on the scene.”

Letting the VIP know you appreciate their arrival/support will encourage them to return/use or wear your product again in the future. This will also notify other attendees that the special guest has arrived, this can cause excitement within the event especially if they can just to see the VIP. It will also help employees know when the VIP has arrived who weren’t already notified and therefore encourage them to source them out if they have something to offer them. This can also be streamed onto social media sites, causing a stir for those who haven’t been invited or others who are followers of the VIP or the brand itself.

This is again where RoseTinted will stream live videos/interviews of the VIP once they have been notified of the attendees arrival through the screen on Glass. The brand may supply followers with specific timings they are going to stream the video to encourage the demographic of their fans to log on. Using the VIPs arrival to help promote the brand will again reinforce that they acknowledge and appreciate the arrival and time the VIP has offered the brand and would also promote the celebrity, helping them build their career and social media presence at the same time.

Google Glass How-to

Google have created YouTube demonstrations on how to work Glass as well as how people use it, it is a clever promotional method as YouTube has become a popular medium to stream videos. Furthermore the demographic Glass is aimed towards is the technologically savvy who are ‘wired’ online and therefore use YouTube regularly. It is a quick and simple way for people to share the video and encourage Glass to go viral before it is even available to the general public.

The instructions are simple and clearly demonstrated to help guide the current explorers how to use the device and offers others an insight into what they may soon own. Making the new innovation as simple as possible is important to Google as to not intimidate people who’re not technologically savvy.

New Technology

“For any new technology there is always controversy and there is always some fear associated with it. I think that’s the price of being first sometimes”

– Hugh Grant

Although this comes from an unexpected source, Hugh Grant relays what Glass has received from some of the general public, that they fear what new threats of privacy this technology could bring. Nonetheless, this quote is relatable to every new technology that has since been introduced to the general public such as camera phones and the same invasion of privacy they once threatened. The fact that the public now see camera phones as a way of everyday life proves that once Glass is introduced into the mainstream markets, the device may even become as normalised as the mobile phone.

Where Google Glass Could Be Banned

“It is yet to be launched commercially, but already Google Glass is being banned in public places as it blurs the lines of privacy and acceptable technology use.”

The easy access to videoing and photographing has caused concern across the general public as they are unsure when are they are in fact being recorded. It also leads to particular industries becoming worried about the potential threat Glass could bring, such as recording within the cinema. However, the explorer edition that is currently available at $1,500, may be completely different to the Glass that is eventually released to the general public in 2014, the concerns may then be addressed within this edition. However, once they are mass produced it may be even more difficult to avoid the possible intrusion of recording once more people have the device.

“Such is the opposition to the pervasive nature of Google Glass that a campaign has been launched in the United States called ‘Stop The Cyborgs’ that is pushing for public transport and areas to display signs that ban Google Glass.”

Some people believe that Google Glass is a step too far in turning people into robots. Banning Google Glass is mass areas and receiving negative comments for wearing Glass may cause people who were interested in buying the device to avoid it altogether. This would stint the potential profitability and turnover for Google if they do not battle these campaigns or win them over with obvious ploys to answer their fears.  Google aim to make Glass as much of an everyday product as the mobile phone has become and if the product is banned from public transport and other areas then the chances to use it reduce and therefore so does the reason to buy it.

There are some understandable places the gadget has been banned such as in the car as it may cause distractions whilst the driver should be concentrating on the road. A woman has already been given a ticket whilst claiming as the police officer claimed the device was distracting her, nonetheless, she has pleaded not guilty and says the device wasn’t switched. Furthermore it can become difficult for police officers to tell the difference between someone wearing a pair of Google’s Glass compared to someone wearing a normal pair of glasses.

It has also been established that Glass will be banned from places such as casinos due to these establishments frowning upon devices that can stream footage. Some restaurants have also banned the device because owners feel it goes against dining etiquette, just as answering a mobile phone is rude during a meal. These are more understandable services which plan on banning Glass compared to public transport nonetheless it is still a potential obstacle that Google now has to hurdle.