Google is ‘resetting’ its Google Glass strategy

Recently Google announced that it was ending the Google Glass Explorer Programme, which meant the device was pulled from sale. In the wake of that announcement, Google has announced that its strategy for Google Glass is going to be ‘reset’.

During the latest earnings call Patrick Pitchette, Google’s chief financial officer, admitted that Google Glass hadn’t really had the impact Google had hoped for, admitting that the company needs to rethink its strategy and reset everything.

“In other cases, when teams aren’t able to hit hurdles, but we think there’s still a lot of promise, we might ask them to take a pause and take the time to reset their strategy, as we recently did in the case of Glass. And in those cases where a project doesn’t have the impact we hoped for, we do take the tough calls. We make the decision to cancel them, and you’ve seen us do this time and time again.”

Google is still expected to release a second generation version of Google Glass sometime in the future, but it was unclear what that might involve. Now we know Google is going back to the drawing board to rethink the Glass programme there’s no way of predicting what will be coming next. At the very least we hope it’ll be a little bit less expensive.