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BM050-3-3 Individual Assignment Page 1 of 9 _____________________________________________________________________________________

Learning Outcome The student should be able to demonstrate knowledge and understanding of the widely recognised attributes necessary in developing and successfully commercialising a new product. Students are also expected to be able to develop coherent lines for argument and provide solutions to a given innovation management scenarios. Last but not least, students are expected to be able to apply and evaluate innovation management and new product development techniques for launch planning, implementation and management. This in-course individual assignment constitutes 50% of the total course grade and is broken down into TWO (2) questions attributing 50 marks to each of the total assignment assessment grade. Inside Google's New-Product Process: The Google Glass Back in early 2012, before the world had heard of Google Glass, the tech world was ablaze with rumours that the search giant was beavering away on augmented reality goggles. As the days went by, it was clear that not only was this true, but that Google's dream of wearable technology was far, far closer to release than anyone would have guessed. Roll forward just over a year and the first versions are in the hands of developers who went into a lottery to fork out $1,500 for their own pair of spectacles. But what exactly is Google Glass? Why is it attracting all this attention and what are the implications - both good and bad - of having a Google-eye view of the world?

What is Google Glass?


Google Glass is an attempt to free data from desktop computers and portable devices like phones and tablets, and place it right in front of your eyes. Essentially, Google Glass is a camera, display, touchpad, battery and microphone built into spectacle frames so that you can perch a display in your field of vision, film, take pictures, search and translate on the go. The principle is one that has been around for years in science fiction, and more recently it's become a slightly clunky reality. In fact, the "heads-up display" putting data in your field of vision became a reality as early as 1900 when the reflector sight was invented.

_____________________________________________________________________________________ Level 3 & 4 Asia Pacific University College of Technology and Innovation 201402

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Google Glass options Google Glass uses display technology instead to put data in front (or at least, to the upper right) of your vision courtesy of a prism screen. This is designed to be easily seen without obstructing your view. According to Google the display is "the equivalent of a 25-inch high definition screen from eight feet away". There's no official word on native resolution, but 640 x 360 has been widely mooted. Overlaying data into your vision has obvious benefits; many of which are already functional in Google Glass. Directions become more intuitive (although it sounds like there is no GPS on board so you will have to pair it with your phone), you can view real-time translations or transcriptions of what is being said, and you can scroll through and reply to messages - all on the fly. The embedded camera obviously does not need a viewfinder because it is simply recording your first-person perspective, allowing you to take snaps or footage of what you are actually seeing. Any function that requires you to look at a screen could be put in front of you. Controlling this data is the next neat trick. With a microphone and touchpad on one arm of the frame, you can select what you want to do with a brief gesture or by talking to the device, and Google Glass will interpret your commands. Google Glass can also provide sound, with bone-induction technology confirmed. This vibrates your skull to create sound, which is both more grisly sounding and much less cumbersome than traditional headphones.

What can Google Glass do?


As well as Google's own list of features, the early apps for Google Glass provide a neat glimpse into the potential of the headset. As well as photos and film - which require no explanation - you can use the Google hangout software to video conference with your friends and show them what you're looking at. You'll also be able to use Google Maps to get directions, although with GPS absent from the spec list, you'll need to tether Glass to your phone. To do that, Google offers the MyGlass app. This pairs your headset with an Android phone. As well as sharing GPS data, this means messages can be received, viewed on the display, and answered using the microphone and Google's voice-to-text functionality. Google has given its Glass project a big boost by snapping up voice specialists DNNresearch.

_____________________________________________________________________________________ Level 3 & 4 Asia Pacific University College of Technology and Innovation 201402

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That functionality will also bring the ability to translate the words being spoken to you into your own language on the display. Obviously you'll need a WiFi connection or a hefty data plan if you're in another country, but it's certainly a neat trick if it works. Third parties are also already developing some rather cool/scary apps for Google Glass including one that allows you to identify your friends in a crowd, and another that allows you to dictate an email. The New York Times app gives an idea how news will be displayed when it's asked for: a headline, byline, appropriate image and number of hours since the article was published are displayed. Other cool ideas include an air carrier's suggestion that you could have flight details beamed to you while you are waiting at the airport. Basically, the sky's the limit. If you want to know if Google Glass is any good - TechRadar's Alex Roth spent time with the device and said the following: "Is Glass cool and entirely novel? Yes, it certainly is. Is it a device that will change the life of, or even just prove useful to, the average consumer? That's doubtful."

What are the Google Glass specifications?


As well as a mooted 640 x 360 display, the built-in camera is a 5MP snapper that can film at 720p. Battery life is apparently a day, although that's with the usual "typical use" caveat, which probably excludes a lot of videoing. There's 16GB of flash memory built into the device, although only 12GB will be available for user storage. The device will sync to your Google Drive in the cloud Bluetooth and WiFi will be built in, but no GPS chip - so the Glass will probably work best alongside an Android phone, although you can pair with any Bluetooth enabled phone. The frame will come with replacement and adjustable nosepads, and is expected to be both lightweight and extremely robust. It will also have a touchpad along one arm. The sound will be produced through bone conduction transfer - vibrating your skull to transmit to your ears. There is a Micro USB cable and charger for the dev. versions, and all of the above specs are expected to be replicated in the consumer versions when they arrive.

_____________________________________________________________________________________ Level 3 & 4 Asia Pacific University College of Technology and Innovation 201402

BM050-3-3 Individual Assignment Page 4 of 9 _____________________________________________________________________________________

Lastly, Google Glass will come in five colours: Charcoal, Tangerine, Shale, Cotton and Sky. Using Glass's translation ability to turn that list from marketing speaks to plain English, that's black, orange, grey, white and blue.

What's the Google Glass price?


The Google Glass Explorer (the developer version being sent out now) costs $1,500 - around 985 or AU$1,449. The consumer versions, which are expected to arrive by the end of 2013, are expected to be a little cheaper, although any actual prices remain speculative. They are unlikely to be super-cheap - but Google's success with the Nexus 7 tablet may prompt the company to subsidise some of the cost.

When is the Google Glass release date?


A final release date has not been announced, but sources tell us that the original suggestion of 2014 was actually overly pessimistic and we could see Google Glass arrive in time for the end of 2013.

Who is providing the competition?


Of course, with something as high profile as Google Glass, every major company has been linked with building a competitor. Apple and Microsoft are Google's most obvious rivals - and both are rumoured to be working on their own equivalents. Sony has gone so far as to patent a Glass-alike offering. Vuzix, Oakley and Baidu are other numbered among the potential Glass rivals, and they won't be the last. Indeed, one Taiwanese manufacturer Oculon are readying a cheaper, higher specified version. There is going to be plenty of competition going forward. Interestingly, Google might already be considering its own successor to Glass if this patent is to be believed. The patented design looks more like regular glasses, following the style of Google's potential competitors. Another project that is attracting attention for mixing screens and glasses is the Oculus Rift, which is currently very much about gaming, but could feasibly - using a camera - show you live video of reality and enable some awesome real time overlays because it's a complete screen. Cool.

Is Project Glass evil?


Obviously with any new technology there is the potential for misuse - and Google Glass is, of course, a little problematic when it comes to privacy. _____________________________________________________________________________________ Level 3 & 4 Asia Pacific University College of Technology and Innovation 201402

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Of course, Google would say that it is merely taking the functionality that we already have in our portable devices and making it more readily accessible. Google Glass - is it evil? A lot will come down to personal preference. For many, the prospect of being filmed by someone from their glasses will make them uneasy, having conversations logged and transcribed will be divisive, and the inclusion of facial recognition would clearly be problematic. Google has released some information regarding how you know when people are filming through the device, which should quash some people's fears that the device will be used as a mechanism. Essentially, if there is a light on then Google Glass is filming you or taking your picture. It's important to note that there will be restrictions on when you use Glass, and proving it's not on might not be enough. Driving a car, for instance, might well end up pushing you on the wrong side of the law - and filming as you are asked politely to leave the car probably won't endear you to the police either. (Online Source: http://www.techradar.com/news/video/google-glass-what-you-need-to-know1078114) By James Rivington August 8th, 2013 Questions 1. Discuss and suggest some feasible application considerations when developing a new product development strategy for Google Glass. [50 Marks] 2. In this highly competitive environment, illustrate how Google Glass better manage innovation within the organization to stay ahead of its competitor in the industry? [50 Marks] [Total 100 Marks]

_____________________________________________________________________________________ Level 3 & 4 Asia Pacific University College of Technology and Innovation 201402

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THE REQUIREMENTS A written essay of approximately 3,000 words that evaluates business issues from the topic in the next page. The assignment must adhere to standard academic documentation standards: Please use appropriate citation and reference according to the Harvard Name Referencing System in order to avoid plagiarism. Font type should be Times New Roman. Font size should be 12 pts. Vertical/line spacing should be 1.5 line spacing. You must use enough of your own words to convince that you understand what you are writing and are not just cutting and pasting. Normally your own words should be no less than 80% of the total word count. You should on no account make reference to www.wikipedia.com, www.about.com, www.alibaba.com or the likes as sources for your work. These websites can be useful to provide you with the definitions and the general ideas about the concepts within module but it is not acceptable to be inserted into your academic writing. You may include diagrams, figures, tables etc. without word penalty. You are required to use at least 4 references with 50% of them are from relevant textbooks, magazines and academic journals. A sliding scale of penalties for excess length will be imposed according to the amount by which the limit has been exceeded. Your word count must be indicated on your cover page. For limit excess (excluding executive summary and references): 11 20% 21 30% 31% + 10% reduction in the mark 25% reduction in the mark the work will be capped at a pass i.e. 50%

Point to note: maximum penalty for exceeding the word limit will be a reduction to a pass grade.

_____________________________________________________________________________________ Level 3 & 4 Asia Pacific University College of Technology and Innovation 201402

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Marking Scheme

Question 1 1 Background of the case should be clearly discussed. 2 Feasible application should be discussed in depth Identify the multi-dimensional concept of Google product 3 development. Use of proper language, grammar, referencing, and 4 acknowledgement of external sources Total Question 2 1 2 3

Percentage 15% 15% 10% 10% 50%

Explain the dilemma; recognize the difficulties of managing 20% uncertainty. Answers should be justified and must be logical and critical. Use of proper language, grammar, acknowledgement of external sources Total referencing, and 20% 10% 50%

_____________________________________________________________________________________ Level 3 & 4 Asia Pacific University College of Technology and Innovation 201402

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ASSIGNMENT STRUCTURE FOR INDIVIDUAL ASSIGNMENT When completing the assignment it should have the following general structure: Title page Executive summary, abstract or synopsis Contents page(s) Question I Question II Conclusions Reference Appendix

Marking Criteria Marks are awarded based on the following guidelines: Grade Assessment Guidelines Pass answers are expected to be legible, tidy, well organized and written in General clear, understandable English. Students who grossly exceed the word limit will be penalized. Superficial analysis, concepts ad language of the subject is absent or scant. 0-39% Irrelevant regurgitation of text book. Ideas are poorly expressed. Many key issues are ignored. Concepts and language of the subject are used but are often confused in application and or explanation. 40-49% Some understanding of the relevant models and concepts. Some elements of an appropriate structure are present. Restricted analysis of some issues. Evidence of reading and research. Understanding of the application of 50-59% appropriate models and concepts is demonstrated. Key issues are identified and analysed, although this may be restricted at times. Some source s are acknowledged. Evidence of wider reading. The assignment effectively interprets the information and exhibits the integration of ideas across the subject area. 60-69% The assignment has credible recommendations. A systematic approach to development and evaluation is used. Most sources are acknowledged and referenced using Harvard system. 70% Arguments are clear and convincing. Confident integration of theory and and practices is demonstrated. Consistent referencing to sources using the above Harvard system.
_____________________________________________________________________________________ Level 3 & 4 Asia Pacific University College of Technology and Innovation 201402

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Submission and Administrative Information Individual should include the Coursework Submission and Feedback Form with their submission. The lecturer will give the CSFF before the submission dates. Plagiarism is NOT acceptable. Representation of another person's work as your own, without acknowledgement of the source, for the purpose of satisfying formal assessment requirements is considered plagiarism. The possible consequences of plagiarism include: Reduced grade for this module Referral for this module Failure of this module Expulsion from the Institution You can avoid plagiarism by using correct referencing, attribution. You may not copy another groups work in any way.

_____________________________________________________________________________________ Level 3 & 4 Asia Pacific University College of Technology and Innovation 201402