Industry analysis: wearable technology
Relative power of Other Stakeholders
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- Six Forces Effect on Wearable Technology Market Segmentation by Application
- Industrial and Military
- Healthcare and Medical
- Infotainment
Relative power of Other StakeholdersThe sixth force in this model can refer to a number of other groups or entities, depending on which factor has the greatest influence, including: Complementors – Complementors are companies or entities that sell or offer goods or services that are compatible with, or complementary to, the goods or services produced and sold in a given industry. Complementary goods offer more value to the consumer together than apart. The presence of complementors can influence the competitive structure of an industry. It is a company outside the industry that has a significant influence at a certain moment over customers. A complementor can provide a company with crucial customer information before the customer actually makes a buying decision. This gives a company a great advantage in influencing customers’ decisions. The government – The government can also be considered the sixth force as it has the potential to impact all the other five forces (Gordon, 1997). “[T]he government can have both a direct impact in the industry as the sixth force, but can also have indirect impact or influence by affecting the other five forces, whether favorably or unfavorably (harshalone, 2010) The public – This stakeholder is yet another that can be viewed as the sixth force, especially if the public has a strong influence on the dynamics of the industry that result in changes to the other forces or on the industry as a whole. Shareholders – Shareholders have the potential to be the sixth force. As shareholders have become more active in companies’ boardrooms, their input has become increasingly more valuable and therefore has carried more weight in the decision-making process. Employees – Employees can also be considered as the sixth force if the “collective voice” wielded an incredibly strong influence on a company in the industry. “For example, the automobile [industry] in the US, a large part of the workforce are unionized, and thus could be considered the sixth force instead of the government or complementors” (harshalone, 2010). Six Forces Effect on Wearable Technology Market Segmentation by Application
Graph retrieved from http://www.wearabletechworld.com/topics/from-the-experts/articles/323855-wearable-technology-next-mobility-market-booming.htm Industrial and MilitaryMarket growth in this sector has been, and will continue to be, the lowest in market growth of the four market sectors. Because of this lack of growth, the threat of new entrants into this area will remain at a low to medium level. The military has already invested significantly in wearable technology, and though we don’t think of military-driven wearable technology as more accessible in business and consumer markets, it is still an important area to keep an eye on. More often than not what ultimately emerges on the business and consumer side will have found its origin in military designs. Products like prototypes for digital eyewear with heads up display (HUD) are being developed by the US military, as well as headgear with displays for soldiers using a technology called holographic optics. Factors that will have a high impact on the buying decisions in this segment are the safety and convenience of products and how the products will contribute to workforce automation. These factors, along with quality control and security, will also have a high impact on whether products introduced in this market will be well-received and adopted on a mass scale. With end user concerns being a major influence on how wearable technology products are developed, the bargaining power of buyers could stay at a medium level. Yet, as substitute products become more available, buyer leverage could decrease to a low level. Defense-focused suppliers have found serious revenue from the military and thus, there is no shortage of suppliers in this area which will keep the bargaining power of those suppliers relatively low for the coming years. 
Healthcare and MedicalAmong all the wearable technology end use segments, the healthcare and medical segment held the largest revenue share, followed by fitness and wellness, in 2012. That remained the case in 2013 but a shift is beginning to happen. The healthcare and medical segment accounted for about 35.1 percent of the overall wearable technology market in 2012 - primarily due to an increase in diabetes within the larger population, and generally because of the rising and aging population. Threats of new entrants will remain low as this market segment will likely remain unchanged in market size. Wearable fitness and wellness products include smart clothing, activity monitors, sleep sensors and other such tech. Products such as continuous glucose monitors (CGM), drug delivery, and wearable patches are predominantly used in healthcare and the medical sector. Hand worn terminals, heads-up displays and other such products are being used in the industrial and military settings. There is such a saturation of products in this area that threat of substitutes is relatively high. The amount of product substitutions gives buyers less bargaining power. Though, the level of buyer bargaining power could reach a medium level due to consumer concerns for things like handling and portability, the ease and efficiency of accessing data, and monitoring of personal data that is seamless and competent. 
InfotainmentBy 2018, the infotainment segment is expected to surpass the fitness and wellness segment, driven primarily by anticipated strong growth of smart watches and smart glasses. Products like smart watches, smart glasses and heads-up displays are becoming big news as the area of infotainment is just beginning to be explored. With this new exploration there is very much uncertainty as to how low or high the threat of new entrants may be in the near future. The same goes for rivalry among existing firms. The level of rivalry can vary greatly as there is much room in wearable technology for the leading firms to grow into, and all of the competing companies stand a fair chance to have a significant, longstanding impact in their respective fields. (FierceMobilIT, 2014) The bargaining power of buyers will shift a bit from a medium level to a low level in the near future as factors like: personalization, enhanced user experience, compactness, and convenience make a stronger impact on consumer buying habits. Infotainment will not have much of an effect on the bargaining power of suppliers and this force will remain at a low level. The relative power of other stakeholders is very much uncertain at this time and could be impacted greatly or not at all in this area depending on whether products that are developed and marketed are accepted by consumers on a mass level. 
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