Google marketing director says Glass security concerns his greatest challenge as a CMO

Ed Sanders Google GlassThe marketing director for Google Glass has admitted one of his major challenges with the product is people’s concerns over its security and potential surveillance issues from the built-in camera.

Of the wearable technology solution which has been in development for two years Ed Sanders admitted “Glass has a lot of issues people are talking about.”

Sanders works in the ‘Google X’ department of the internet giant, a semi-secret facility dedicated to technological advancements, which he compared to Willy Wonka’s Chocolate Factory, and is behind products including Glass and Google’s driverless cars.

“It’s no secret that people are worried about surveillance and being recorded. If you tried Glass on you’d realise, I’m sorry you’re lives aren’t that exciting, we don’t want to film you all the time.”

He explained that “any time you have a really disruptive technology it’s going to provoke massive debate”.

Sanders highlighted articles published around the time of the invention of the camera and the smartphone which also suggested privacy was over.

“This is part of, on the one hand, accepting this sort of stuff is coming and how we embrace it and secondly, being really forthright about having the debate around it and being proactive around listening to people, about their concerns and fears and trying to address them,” he said.

Google launched the Explorer program to allow people to input into how the product was shaped, with all participants in the program being on even-footing by all having to pay for their Glass, Sanders explained.

“It was much more interesting, insightful and exciting to let the world help. Not only do you get credible reactions but you get authenticity,” said Sanders.

“Not a single person in the Explorer program was given a Glass, everybody paid. That value was something that’s been very interesting.

“There’s nothing more powerful in the world for people to feel like they have a stake in your brand and have a genuine way of helping you take it forward. People don’t want to be preached at.”

Miranda Ward


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