Given the sheer size, influence and Omnipotence of Google, it is only natural that we should delight in the brands' occasional (but often spectacular) failures. Google has never been an adept hardware brand, for example, while failed projects such as Google Lively (a long-forgotten social gaming venture) and Google Answers have also caused considerable mirth.
For a while now, it has appeared that Google Glass would join the surprisingly long list of hardware failures that have blighted Google over the course of the last decade. After the original iteration was heavily criticised for its poor design and prohibitive cost, the brand shelved the project while it worked with skilled designers and technology experts to resolve these barriers to market.
After a new and improved consumer version was discussed last year, however, it seemed as though the project was back on the table. This was a short-lived revival, however, as Google quickly announced that the project was being taken back to the drawing board for the foreseeable future. This now looks like something of a red herring, however, as a recent patent filing by the brand has shed light on the next iteration of Google Glass and what we can all expect.
Apparently, imagery and descriptions of a new, Google Glass Enterprise Edition have surfaced in a recent patent filing, highlighting a number of refinements and design improvements that offer significant hope for backers of the concept. The new headset certainly boasts a sleeker design, while it is also home to a larger display prism and a hinge feature that enables the device to be folded for greater mobility. In terms of internal mechanisms, the new iteration has a slot for a magnetic battery and a next-generation Atom processor for enhanced performance.
Now renamed Project Aura (not to be confused with the exciting, modular smartphone venture Project Ara), this headset appears to have taken the improvement made to the Google Glass 2 version while also benefiting from a streamlined design and a more insightful marketing proposition. The idea of gearing the product to business-owners and professional users appears to be inspired, primarily because it allows Google to charge a premium to firms who can justify such an expense.
Could it be that the primary reason for the failure of Google Glass has been poor marketing? After all, it seems a stretch to imagine that the typical consumer would spend in excess of £1000 to play Betfair roulette or slot games through the device, especially with virtual reality now in its element.
By targeting business-owners, Google can tap into a compact but motivated audience that can justify paying the type of price tag that Google Glass is likely to drive. It also allows Google to focus on a narrower set of design features, meaning that they have a far greater chance of optimising the appeal of the device and making it a hit in the corporate world!