网易100天---49、Why Snapchat Spectacles End in Failure

你的名字 2021-12-11 06:21 167阅读 0赞

Why Snapchat Spectacles End in Failure

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Why Snapchat Spectacles End in Failure

Social media is in an epic battle of sameness, but occasionally each network will produce a unique gem. For Snap, the introduction of Spectacles had them doubling down as a camera company rather than just a social media site last November.  
社交媒体争奇斗艳，但每家公司都会有自己的特点。对于Snap来说，去年11月Spectacles的推出让他们从一家社交媒体网站一跃成为一家相机公司。

It’s one thing when you take out your phone and point at someone, it’s another when it’s glasses. While there is a light that indicates filming, people still aren’t used to Snap glasses and may not be on alert.  
你取出手机并对着某人拍摄是一回事，当它变成眼镜时，则是另一回事。虽然有闪光灯，但人们仍然不习惯使用Snap眼镜，因为人们很难注意到此类拍摄。

Snap first announced Spectacles with some Karl Lagerfeld photos of Spiegel wearing them on September 24th 2016. **Hype**炒作 was high despite the color options that turned some people off. It took until November 10th for the first Snapbot **vending**自动售货 machines to launch. While the hype had cooled slightly, demand was huge as people wanted to be the first on the block with Spectacles, and lines stretched down streets.  
2016年9月24日，Snap首次宣布Spectacles上会有斯皮尔格的卡尔·拉格斐的照片。尽管颜色选择让一些人失望，但大众期待值很高。直到11月10日，第一批Snapbot自动售货机才推出。虽然热度下降了一些，但需求量巨大，因为人们希望成为街道上第一个使用眼镜的人。

Spectacles were a **valiant**勇敢的 effort. But it was the **stuttered**口吃 **roll out**推出, lack of promotional support, and rising competition combined with their hardware problems the **doomed**注定要失败 Spectacles.  
Spectacles是一种尝试。但是，由于缺乏促销支持，竞争日趋激烈，以及硬件问题，导致了Spectacles的失败。

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Why Snapchat Spectacles End in Failure
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    Passage 1
    Snapchat眼镜是什么？
    Snapchat Spectacles Are A Lot of Fun
    From Tech.Co · 210 words · 2 mins
    Social media is in an epic battle of sameness, but occasionally each network will produce a unique gem. For Snap, the introduction of Spectacles had them doubling down as a camera company rather than just a social media site last November. 
    
    Spectacles are a wearable camera, built into a stylish pair of sunglasses, that allow you to record short video snippets, and then upload them into Snapchat. 
    
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    Snap's Spectacles are more than just a wearable, first person camera. They embrace Snapchat's approach to capturing moments in time and through your own point of view. Through a slight fish-eye lens with a circular capture area, the glasses produce video that tracks based on how you turn your phone. 
    
    Teen Says: It's novel because not many have it, yet. As for use, mostly this generation thought it would be cool to use Spectacles at an event (concert, music festival, sporting event) where you don't have to take out your phone and waste your battery. Surprisingly the teens we asked were concerned about privacy. 
    
    It's one thing when you take out your phone and point at someone, it's another when it's glasses. While there is a light that indicates filming, people still aren't used to Snap glasses and may not be on alert.
    
    Passage 2
    Snapchat眼镜为什么以失败收场？
    Why Snapchat Spectacles Failed
    From Tech Crunch · 440 words · 5 mins
    How come only 0.08% of Snapchat's users bought its camera sunglasses? Hundreds of thousands of pairs of Spectacles sit rotting in warehouses after the company bungled the launch. 
    
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    Massive piles of assembled and unassembled video-recording sunglasses sit unsold, contributing to Snap's enormous costs and losses, says The Information. Internal Snap data shows less than 50 percent of buyers kept using Spectacles a month after purchase, Business Insider's Alex Heath reports. A "sizeable" percentage stopped after just a week, with a source calling the retention rate "shockingly low". 
    
    Here's some major flaws that emerged with Spectacles in the year since their debut, with a focus on the stilted launch strategy: 
    
    Failed Strategy
    
    Snap first announced Spectacles with some Karl Lagerfeld photos of Spiegel wearing them on September 24th 2016. Hype was high despite the color options that turned some people off. It took until November 10th for the first Snapbot vending machines to launch. While the hype had cooled slightly, demand was huge as people wanted to be the first on the block with Spectacles, and lines stretched down streets. 
    
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    Waiting five months after the initial announcement was an eternity in the fast-moving teenage fad cycle. They weren't cool by the time they were buyable. Everyone had already seen the sunglasses and circular video all over the Internet, most owners had long since stopped using them, the holiday season had passed, and few people wanted to buy so late. 
    
    People Are Still Freaked Out By Camera Glasses
    
    Even though Snap put more obvious recording signal lights on Spectacles, people would still question you about whether they were on camera. That not only made people uncomfortable being around Spectacles, but made you feel like a bit of a creep just wearing them even if you never tapped the shutter button. Their appeal was further limited by their polarizing "fashion-forward" design (some would call ugly), while the only non-black colors were bright teal and coral. 
    
    Usability Problems
    
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    Having to pair Spectacles with Snapchat instead of the standard Bluetooth menu was annoying. Data transfers from the glasses to the phone took forever and would get easily interrupted. Spectacles drain your phone battery super fast. The bulky and oddly shaped triangular prism case was tough to fit in bags and impossible to get in your pocket. 
    
    The battery and recording lights were confusing. Sometimes Spectacles would require a "hold the shutter button for 55-seconds" reset that wasn't clearly explained on any of Snap's support pages. And finally, our hands are already an incredibly agile, selfie-able conveyance for a camera. 
    
    Spectacles were a valiant effort. But it was the stuttered roll out, lack of promotional support, and rising competition combined with their hardware problems the doomed Spectacles.