We are living in an era where data from multiple devices and connected objects and software systems are being intertwined to create a multitude of new services and performances– all without ruining the consumer experience. If Apple Watch is successful, it will consolidate and standardize our expectations of wearable technology, in the same way that the iPhone did for the mobile market in 2007. This broad acceptance of the digitally-enhanced self will pave the way for other technologies that are still emerging at the fringes of the consumer domain.

1. APPLE WATCH

3. The Basics

4. What is it?
• Apple Watch comes in two basic sizes, and three collections: the basic Apple Watch, Watch
Sport, and the gold Watch Edition. Apple Watch Sport retails for $349, Apple Watch starts at
$549 and Apple Watch Edition – the 18K gold version – rings in at $10,000.
• Battery life for average use is 18 hours
• Apple Watch operates seamlessly with the iPhone and Apple’s cloud services iTunes, iCloud,
Messages etc
• Much of the Apple Watch’s functionality will be based on the apps you have on your phone.
Apple Watch is Apple’s first foray into the Wearable Technology marketplace.
• Both hardware and software can be customized with a range of colors, materials and time
displays.
• Apple Watch is the first wearable that offers anything approaching the capability for self-
expression.
Apple Watch is an iOS8-friendly watch that connects to your iPhone to provide new digital experiences from your wrist. It’s
indisputable that Apple has crammed more advanced hardware into the Watch than any other wearable the market has yet
seen

5. Apple Watch Features
• Wide range of styles
• Taptic Engine for notifications
•Inbuilt fitness and health tracking
•Native apps similar to iPhone
(i.e. Calendar, Maps, Music)
•Glances condense most relevant
information from apps into a
scannable format
•WatchKit tools for app
development
Spin to zoom in, Push for
home screen
Contact friends button
Apps in organic layout
Interchangeable bands
Sensors detect between tap
and pulse

6. Market Summary
Smartwatch shipments will rise by a compound annual rate of 41% over
the next five years. They will account for 59% of total wearable device
shipments this year. The share will expand to over 70% of shipments
by 2019.
Of the total smartwatch shipments, Apple Watch will account for 40% of
these shipments in 2015 and reach a peak of 48% in 2017.

7. Forecasted Apple Watch Shipments

8. Opportunities of Apple Watch
New products and services Improved decision making More advanced skill-sets
Increased accuracy of data Understanding identity Actionable insights
Hyper-contextual targeting Integration into workspace Omni-channel strategy

9. Challenges of Apple Watch
Privacy Invasion
Concerns
Data/Device Fatigue
Security
Concerns
Analysis Paralysis
Low battery life
Short Attention Span

10. What makes a watch,
an Apple Watch?

11. VERSATILITY

12. Versatility: Health and Fitness
Data from an
activity and vital
signs tracker
Data from a
body analyzer
Data from proximity
and other sensors in
gym machines
Comprehensive
monthly health
report
Giving reduced
premiums from
health insurer
Free Gym Membership
Or the insurer
pays for the gym

13. Versatility in Finance: Payments
The Apple Watch payments feature presents Financial Services
organizations with an opportunity to optimize the customer
experience. Users can make payments through Apple Pay and
also access Passbook from the Apple Watch for stored credit
cards.
A passcode is implemented so that Apple Pay only works when the
Watch is attached. Once taken off, Apple Pay will stop functioning.
This ensures that unauthorized users will be kept out of the
owner’s accounts.

14. Versatility to Share: Social Media
The Apple Watch provides social media with opportunities to reach the user via push notifications.
Leverage Apple’s social apps to send sketches, buzzes, or even your heartbeat to tap into the immediacy
of the platform.

15. Versatility in Motion: Entertainment
When it’s time to leave the house, an app on the Apple Watch can help you organize a trip to the movies and
find cool new places to check out.
With the Fandango app, you can use watch’s GPS and Internet connection to find a local theater and movie
times. Skip the ticket window by storing your digital ticket in Passbook.
Find local nightlife and restaurants easily with apps like Foursquare and Yelp. Easily look at reviews and ratings
with those apps.
The Apple Watch’s built-in Maps application integrates various services to suggest local establishments. You
can even raise your wrist, say “Hey Siri,” and ask your watch for directions to restaurants, clubs, and movies.

16. Versatility 24/7: Life Management
On the timekeeping front, Apple has added a new blurb
that explains its Complications feature. This feature
shows how information such alarms, the weather, and
when the sun rises and sets, will appear on your Apple
Watch's home screen. Each icon will appear in a
corner of the main watch face.
Apple allows you to read emails on your watch and
launches your full inbox on your phone.
The Apple Watch is able to detect when the user is
climbing a flight of stairs or picking something up.

17. Apple Watch Will Change
Human Behavior as we Know it

18. Emergence of the next variant of the digital native
Apple Watch represents a bridge point towards our digital future, serving to
amplify Apple’s unwavering faith in apps as the vessel for the most meaningful
digital experience.
Connects, doesn’t inhibit. Smartphones draw us into our own heads, down into
a private and exclusionary world. Apple Watch’s ambition is to connect us
together again... and it might work.
Messaging becomes sensory. We are going to be more agile at interpreting and
managing different forms of stimulus.
Even more immediacy. Apple Watch users will respond – or feel pressured to
respond - to everything, right away. Apple Watch allows for push notifications to
take on a new role with more immediacy than ever before.
Apps Become Even More Important

19. The ambition for Apple Watch is to offer subtle and intimate ways to communicate, that technology has
previously inhibited, rather than enabled. Apple Watch’s instant replies, using voice, gesture and suggested text,
will mean that messages that interrupt your daily life will be less intrusive.
New features such as sharing hand-drawn sketches, and even sharing your heartbeat point the way towards
digital communications where the medium enhances the message. Meaningful, emotional micro-interactions will
become the norm. These capabilities, piloted by Apple Watch, will foster a world where we can spend more time
on the real world around us, and less time withdrawn from it into our digital alternatives.
Connect Rather Than Inhibit

20. Apple Watch will continue our journey away from text-based
communications, and reset our expectations around more
intuitive visual and auditory forms. Our daily language has
been evolving rapidly since digital became our primary
channel for communication.
Apple Watch advances the march of non-verbal
communication in many ways. The taptic engine built into
Apple Watch is the first touch-based connected device, and
how we take it will be one of the most interesting questions
that Apple Watch will answer. The smaller screen challenges
us to absorb complex messages instantly through graphics,
emojis or other signals.
Messaging Becomes Sensory

21. Even More Immediacy
Notifications have become a larger part of the app ecosystem, culminating in the interactive notifications in
iOS8. But notifications have a bad rap – they can be perceived as cluttering up the device, and are frequently
used badly by greedy game developers. This has caused many users to turn off notifications by default.
Apple’s success at designing the algorithms that govern the delivery of messages and a user-facing system to
manage them (and not simply turn them off) could be a key determinant in the success of the product and of the
broader wearables market.
This radical emphasis on a functionality that many people currently switch off by
default could go one of two ways: We become awesome at responding and
handling messages. We grow so adept at the new interface features that
communications become quick and seamless. Or we are overwhelmed in our
private space. The velocity of notifications combined with the proximity of the
device creates an even worse problem than notifications cause on the iPhone.

22. Attention & Understanding Turns Inward
The common factor in all these measurements is the user. We’re
unlikely to have seen before a tool that can so constantly monitor
such an array of vital signs and combine them to provide such an
accurate portrait of ourselves.
With greater knowledge about ourselves , we are likely going to
think in more detail about ourselves too. This could have positive
repercussions for physical health, but this one-way stream of data
might not always be beneficial.
Apple Watch is sure to make its users very aware of different
elements of themselves and adapt their behavior accordingly.
The array of sensors, GPS and even more always- on digital will
turn our focus on ourselves.

23. What does this mean for Marketers?

24. Apple Watch Impacts All Facets of Digital Expectations
The Apple Watch will result in the desire for constant improvement and continuous innovation in the
mobile industry. This ideal has become the standard in daily interactions. Users expect the best.
Developers will have to continually revamp and advance app development between the Apple Watch
and the iPhone to stay on top of the smartwatch market.
Apple Watch challenges brands to be better at customer
engagement through content marketing and rich media
engagements on a smaller screen. A different landscape
changes the environment for the better.

25. Apple Watch is here to stay and has increasingly become integral to enhanced and
personalized experiences in all areas of consumerism including health care, fitness, fashion
and retail. Innovative technological developments will continue to create opportunities for value
creation and business opportunities spanning across all product categories.
Marketers Must Adjust Best Practices
• Decide if Watch is for you
• Design small, useful and delightful experiences
• Build a seamless ecosystem with Watch as its most personal
touch point
• Personalize interactions to prevent any chance of Watch-spam
• Accelerate your IoT strategy

26. Concierge for a Connected Life
Apple Watch acts as a concierge for your
connecting life: access a consolidated view of
who you are, your preferences and shopping
history by combining with other data sources in
real time.
As this lateral connectivity increases, one of the
biggest brand challenges will be privacy: the
ability to deliver a personalized experience to
millions of users while managing their data
securely.
This means allowing users total, highly granular
control over which data they choose to share or
keep private.

27. In order to reach the wearable demographic, marketers need to deliver highly
relevant information with more speed and brevity than ever before.
Brands can leverage Apple Watch and its
location-based targeting to generate real-time
data.
Push notifications are critical for brands to
strategically communicate with the user. The
ultimate goal is to maximize consumer
interaction, which should be done in the most
efficient way possible.
Personalization is the tool used to adapt relevant messages to the user, improving their experience.
Better content from data personalization reaches the consumer in more relevant ways and adds value
to their daily life.
Deliver the Right Content

28. The Present: Consumers Take a Multi-Line Path to Purchase

29. Pre-Purchase Post-Purchase
DISCOVER CONSUME
Consumers are gathering information
across multiple media platforms. They are
open-minded and seeking information
and inspiration.
Consumers are using and enjoying their
purchase. Consumers may want to
connect with the brand post-purchase to
enhance their experience.
Consumers want to find a specific
product, service or brand. They are
familiar due to past experiences and are
using tools and touch points to locate
what they desire.
IDENTIFY SHARE
Consumers share their experience with others
through word of mouth, product reviews, and
posting on social media sites. They are eager
to advocate and co-create.
The Future: Apple Watch Integrates into Pre & Post Purchase

30. Apple Watch Touch Points are Key
Awareness Consideration Purchase Retention Advocacy
The key to winning with content marketing on the apple watch is to make the best possible impression at
each digital moment a customer experiences across their journey to an ultimate purchase.

31. With Apple Watch, companies will win by delivering more value
through a better service experience to customers. To do this,
an enterprise Internet of Things software system must be used
to:
• Manage the identities of connected objects and devices to
form meaningful lateral connections with wearable devices.
• Interact with applications to allow all brands and users
access to API sets and wrappers for the master data
system to enable new connected applications and
experiences.
This provides a world of rich, lateral connections where brands
will be able to access personal data, with strict access and
permission controls, to deliver enhanced service and
engagement experiences.
A Universal Enterprise Data Platform

32. Now Let’s Talk About FRSH…
FreshDigitalGroup can offer applications that will be compatible with the
Apple Watch.
For example:
• A customized watch face for event-goers.
• Specialized notifications about what is going on at the event.
Brands can use the Apple Watch in a variety of ways:
• Push Notifications: Consumers can receive push notifications just as
easily as text messages.
• Device Flexibility: A notification on the Apple Watch can lead to
consumers opening the brand’s app on their smartphone, to reveal rich
media.
• Sketch and Tap: Apple Watch’s new notifications can let consumers
know you’re there viewing the watch.
• Beacons + Drones: FDG has the ability to personalize data based on the
information collected from beacons and drones and serve content on to
Apple Watch.

33. Apple Watch and Beacons
Consumer expectations have grown such that mobile strategy today
requires an ecosystem approach, by combining Apple Watch and
FreshBeacons
Beacons allow you to tap location to streamline consumers’ experiences.
It’s about creating relevant content messages.
Beacons will also help drive location as a top priority for marketers,
especially as consumers interact with relevant messages sent at the right
time approximately 10 percent more than with regular push messages.
Beacons can be installed indoors, which provides opportunities for hyper
targeting.
All of this offers opportunities to better communicate individually with
consumers and inexpensively create personalized experiences.

34. Apple Watch Can Simplify Your Life
Apple Watch simplifies messaging.
A new feature the Apple Watch has is Quickboard,
suggesting a list of responses to use to answer an
iMessage, eliminating the use of a keyboard.
Apple Watch frees users from the constant
attachment to their smartphone.
Notifications and alerts sent to the Apple Watch can
be acknowledged with a brief look, keeping
interaction to 30 seconds or less, maximizing
engagement.Transferring files has never been easier with
Apple Watch.
Data and information can be transferred between
easily watches through a “greeting event” feature.
When in proximity of Bluetooth or NFC sensors on
the device, the desired information is then
transferred to the other Apple Watch.

35. Key Takeaways
We are living in an era where data from multiple devices and connected objects and software systems are being
intertwined to create a multitude of new services and performances– all without ruining the consumer experience.
The opportunities to combine health trackers equipped with connectivity, sensory and interface technologies in different
ways to increase productivity, personal insight and engagement, as well as heighten the overall consumer experience,
grow exponentially each day.
If Apple Watch is successful, it will consolidate and standardize our expectations of wearable technology, in the same
way that the iPhone did for the mobile market in 2007. This broad acceptance of the digitally-enhanced self will pave the
way for other technologies that are still emerging at the fringes of the consumer domain.
With this data and an intelligent algorithm, users can move beyond mere measurement into a realm where the system
effectively manages the user’s life. Apple Watch represents the emergence of a technology that learns to understand and
influence human nature and a generation that is fluent in using that intelligence to supplement their own. Apple Watch is
a start towards our digital future.