To maximize their effectiveness, color cases should be printed in color. In early 2014, business development executives at Google were formulating a distribution strategy for Glass, a wearable computer that projected information on a display viewable with an upward glance. Options, which were not mutually exclusive, included
1) continuing to sell Glass directly through online channels;
2) creating an open platform to allow any eyewear manufacturer to create frames compatible with Glass; and
3) negotiating a partnership with a leading eyewear manufacturer to jointly develop and market Glass.
Explores the role of partnerships in launching new technology ventures. Demonstrates how hypotheses about the pattern of customer adoption for a new technology product can drive decisions about distribution strategy and partnership choices. Asks how to design a beta test in the context of a product requiring radical behavioral change.
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