I am quite optimistic about the long term potential of augmented reality. But I question whether now is the right time for a top down adoption strategy with a polished consumer product. It seems to me that we are at the hacker and early adopter stage instead.
By going with an immediate mass market strategy and embracing celebrities I think Google is taking a very big gamble. Let’s keep in mind that the iPhone was far from the first smart phone. A lot of software and application tinkering had happened on Blackberries and other predecessors most of which had niche use cases.
I often find myself saying to entrepreneurs that you “can’t push on a string.” It may be a tired cliche but it seems highly relevant for consumer products. If people aren’t ready for it, no amount of hype or spending will make the product stick. The people who are ready now are the hackers and tinkerers. So why not embrace them instead?