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How a Blind Marketing Student Sees a Smart Cane

3/8/2019

32 Comments

 
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by Jason Polansky, Marketing Major at Messiah College

I enjoy each day without something that many take for granted—eyesight.  To safely navigate a sight-friendly word, a blind person develops other aptitudes, like a keener sense of hearing, and learns to use technology, such as a smartphone with GPS.  Now one company has developed a hi-tech version of a tool blind folks have used forever—the cane.  The thought of a ‘smart cane’ is intriguing, but is it Mindful Marketing?    
 
A few years ago, members of Turkey’s Young Guru Academy (YGA), a nonprofit organization aimed at assisting disadvantaged members of society, began to develop WeWALK, a smart cane that uses ultrasonic sensors, microphones, and speakers to help individuals with visual impairments “see obstacles.”  More specifically, a WeWALK hardware unit attaches to the handle of a blind person's cane, allowing him/her to more easily navigate outdoor environments.
 
Despite its recent start, the company has rapidly gained a social media following on Facebook, Twitter, and YouTube.  The firm also has been featured on CNN International, NowThis, Forbes, Dr. Oz, and certain New York City television outlets.
 
What features and benefits does WeWALK  offer that have spurred its rapid rise?  The following list summarizes key parts of the new product’s value proposition:
 
  • vibration and an ultrasonic sensor to detect overhead and chest-level obstacles, such as hanging tree branches and telephone poles
  • a compass, accelerometer, and gyroscope for GPS technology and Google Maps integration
  • Bluetooth connectivity, to be paired with an iOS or Android smartphone and integration with apps such as Google Maps
  • touch controls that allow users to access their smart phone via the device itself, without having to remove the phone from a pocket, purse, or backpack
  • a microphone and speaker for voice control and Amazon Alexa integration
  • support for Turkish and English languages
  • approximately five hours of battery life
  • charging via a micro USB port
  • weight of 430 grams
  • length of approximately one foot
  • open platform for app developers to add integrations with the device
  • purchase price of $349 through Indiegogo
 
I applaud the idea and the innovation behind WeWALK and appreciate several of its strengths.  For instance, overhead obstacle detection is a feature that I would find helpful. Oftentimes when I go hiking, or even when I am just walking down the sidewalk in a residential area, I never know when I am going to encounter an overhead object like a tree branch or some low-hanging sign.
 
In addition, the ability to connect to a smartphone via Bluetooth could save time and provide convenience by not having to hold a phone in one hand and a cane in the other.  Allowing a free hand is a plus.
 
However, WeWALK also has some significant limitations.  First, it does not attach to all types of canes that blind people use. I personally prefer a light-weight, rigid, National Federation of the Blind white cane with a metal tip, but WeWALK does not currently attach to this type of cane. Most of the canes that the device attaches to are much heavier and bulkier in nature. However, AppleVis does say that the firm has a goal of attaching to every popular cane in the world.
 
Another concern is how well the product can withstand the elements. Due to it being an outdoor product filled with many electronic components, one must be aware of rain during all seasons, as well as winter snow and summer heat. A useful addition to the product would be a protective case of some sort that would not muffle the sound from the speaker.
 
Speaking of the speaker, I would be interested in knowing how much volume can be produced. Outdoor environments can be quite noisy, due to traffic, construction, and other noises that may prevent the user from being able to hear its audio feedback while holding the cane at arm’s length.
 
It’s also worth noting that a five-hour battery life may not be enough to get someone through an entire day of traveling, especially while on vacation or otherwise being a tourist.  Maybe this deficiency could be remedied by charging through an extra external battery that the user could carry in his or her backpack or purse. However, that power supplement would mean a rather long cord attaching the battery to the device, as well as extra weight.
 
One also must acknowledge the limitations inherent in any GPS product for the Blind.  A GPS won’t tell a pedestrian when it’s safe to cross the street, the path to take through construction, nor will GPS directly lead the user across a large parking lot. Just about any blind person who is an experienced traveler would say that possessing strong mobility skills and knowing how to travel safely is essential before attempting to use any GPS product.
 
Just as when driving a car, a GPS will tell the driver how to get to the desired destination most of the time, but it does not know the rules of the road. It does not tell the driver to stop at a stop sign or obey the speed limit. Thus, I would not recommend this product to a blind person who does not possess adequate cane travel skills in the first place or who is fearful of traveling in unfamiliar environments.
 
Beyond the preceding limitations, a big turn-off for me is some of the language used on the firm’s about page. The first line says “WeWALK is the world's most revolutionary smart cane developed for the visually impaired people.”  Using the word “the” before “visually impaired people” is a rather patronizing way of describing the target market, just as it is insensitive to use “the” before the name of a racial group.  Furthermore, I don’t believe “blind” is a negative word, and I feel it’s fine to use “blind” when describing people who are not completely blind.
 
A better way to phrase the webpage phrase may be:

“WeWALK is the world's most revolutionary smart cane developed for blind and visually impaired individuals, allowing for greater independence and mobility through innovative technology,”
or

“WeWALK is the world's most revolutionary smart cane, strategically built with the blind in mind, combining the white cane that you have known and loved for decades with ground-breaking technological advancements.”

 
In any case, the company should seriously rethink this use of language as it moves forward.
 
Overall, WeWALK is a decent and well-intentioned product that shouldn’t cause any serious harm.  Still, at a price of $349, there are plenty of ways in which the product must improve before it can truly compete within the marketplace of technology and other tools targeted for blind and visually impaired individuals.  Sometime in the future, WeWALK may be Mindful, but at this point I see the smart cane as “Simple-Minded Marketing.”


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32 Comments
Alec
3/12/2019 10:33:47 pm

Hello,

I'm new to your blog, but as a marketing student I appreciate your outlook. I think the phrase in their copy: "developed for the visually impaired people" may be a typo and not patronizing... it would be standard English to say either "visually impaired people" or "the visually impaired;" but as you mentioned, their combination doesn't work. Even read as a typo, it's certainly not good marketing. Makes me less confident that this is a mature product—especially given that it's still on Indiegogo in its first iteration.

A promising idea though, especially once camera object recognition has reached the point where it will be able to recognize stop signs and red lights.

Reply
Jessica link
3/18/2019 12:40:15 am

WeWalk Blog post
In the blog post focused upon the smart cane, there were many strengths and very few weaknesses. Personally, the one area of improvement would be the recommendations section. It is stated that “I personally prefer a light-weight, rigid, National Federation of the Blind white cane with a metal tip, but WeWALK does not currently attach to this type of cane.” This statement can be helpful for the producers of this product but it does not state the “why.” I think itll be beneficial to explain why these changes need to happen. Overall, all other recommendations are very well thought out and creative.
Just Blew It post
In this blog post, I personally believe that it was lacking some information to support some claims. The writer seems as if he is blaming Nike for the incident when in reality, this could have been due to other reasons such as taking the wrong step or falling. I think that the writer should use facts and data to show that Nike is 100% responsible. With this added information, more people will understand why Nike is at fault.

Reply
Karson Dreher
3/14/2019 02:05:11 am

I do think of WeWalk has many incredible strengths. It was impressive to learn that these canes have a "vibration and an ultrasonic sensor to detect overhead and chest-level obstacles, such as hanging tree branches and telephone poles." The overhead obstacle detection is a very useful invention. Additionally, I think if this company can find a way to attach to all types of canes, not just certain canes, it will substantially help them out. This cane needs to be able to work for every can out there. I also think that WeWalk needs to be careful with how they go about using the terminology 'visually impaired people' like they did. In your blog you offered a recommendation for what would be a more acceptable slogan, and I complexity agree with you. I was shocked with how they used the slogan. Despite the cons, I truly believe this product has incredible potential and it is a very helpful and thoughtful invention.

Amazing post!

Reply
William Litfin
3/14/2019 06:58:24 pm

To me, it sounds like WeWalk is an incredible product that can help a lot of visually impaired people. I don't know if I would criticize it as much as you did, however I have not personally seen the cane so what do I know. Even if it isn't perfect for all types of weather, or if the speaker isn't as loud in certain environments, or if it doesn't connect to every single cane in existence, I don't think those are deal breakers. I think this could be a very good product for blind people.

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Sophia Karnazes
3/17/2019 12:18:05 am

Overall, by reading the Blog, WeWalk is a new product that can positively impact the "visually impaired people". I don't think however that the way they describe them as "visually impaired people" will help them gain more customers for this product. Some of these details that are part of this product though ca positively impact those individuals.

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Carlin Choi
3/17/2019 02:02:22 am

On surface, this seems like a wonderful idea. However, looking closer at the details, it is probably not really worth for what it is selling for. The features have many problems that actually make the cane essentially useless. Unless they can counter these problems, WeWalk will not do well. However, I think these problems can be easily fixed. For instance, we have the technology that allows for electronics to be immune to the elements. If WeWalk applied this technology to their cane, it would greatly improve its durability.

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Paula-Marie Labate
3/17/2019 10:19:55 pm

This idea of a cane that will help people, specifically those who are blind to be able to adjust to environments with more ease seems like a revolutionary concept. However, as the product was further analyzed, the surface positives that the cane embodies ultimately decrease in value and prominence. This product has many flaws in its design that would need to be adjusted and changed in order for this product to ever become beneficial. This advancement has aspects of fault that have the ability to end in individuals becoming seriously injured. The comparison of the cane to a GPS system really puts in perspective the amount of trust and discernment a person must have in this device in order to use it without risk or harm. Additionally, the company has flawed marketing tactics as their use of language such as “impaired” is detrimental to their product having a profound ability to make a difference. The way in which WeWalk communicates and categories their consumers will greatly impact the future successes of their product.
This was a great in-depth post for a product/company that seems to have much potential!

Reply
Idalia Rodriguez
3/17/2019 11:25:40 pm

I think the idea behind this cane is good; trying to help people who are blind is excellent. Sadly, it seems like there is a lot of adjustments that need to be made to this product. The good thing is that we live in a world of technology and as it advances, there could be more features that could benefit this product. The only thing that worries me is that competition is out there and whoever makes this product work better could take over the market. Right know I don't think there is any similar products in the market so that is the advantage. Overall, there is potential in this project and I do see it becoming successful.

Reply
Jessica link
3/18/2019 12:41:01 am

WeWalk Blog post
In the blog post focused upon the smart cane, there were many strengths and very few weaknesses. Personally, the one area of improvement would be the recommendations section. It is stated that “I personally prefer a light-weight, rigid, National Federation of the Blind white cane with a metal tip, but WeWALK does not currently attach to this type of cane.” This statement can be helpful for the producers of this product but it does not state the “why.” I think itll be beneficial to explain why these changes need to happen. Overall, all other recommendations are very well thought out and creative.
Just Blew It post
In this blog post, I personally believe that it was lacking some information to support some claims. The writer seems as if he is blaming Nike for the incident when in reality, this could have been due to other reasons such as taking the wrong step or falling. I think that the writer should use facts and data to show that Nike is 100% responsible. With this added information, more people will understand why Nike is at fault.

Reply
Kenneth Arrick II
3/18/2019 12:45:06 am

I think the premise of WeWalk is a great idea; however, I do agree it is a simple-minded marketing product right now. One serious concern of yours that I would echo is the durability of the product. Many states have seasonal climates and I think it would be difficult, for example, for someone to use this product in poor conditions. The idea is thoughtful and one day I believe it will be successful. Until then, they must keep revisiting the drawing board and ironing out any wrinkles that they have encountered.

Reply
Brayden Englert
3/18/2019 01:22:39 am

I think the idea of WeWalk is something that is revolutionary to the target market. Being able to pair a smartphone to a cane and allow for blind users to have a freehand is something that I was surprised did not already exist. A concern that I have is if this device will be able to take on serious weather conditions or accidents and still work. What if a person dropped their cane, would the integrity of the product still be intact or would it be corrupted? Also, I understand that there are some issues with communication within the company, but as they move forward the company will continue to push for those who cannot see and give them hope.

Reply
Leo Thompson
3/18/2019 01:31:00 am

Personally, I think it is a fantastic idea and opportunity to support the blind in society. The WeWalk is a great invention however, the one area of improvement would be the recommendations section. It is stated that “I personally prefer a light-weight, rigid, National Federation of the Blind white cane with a metal tip, but WeWALK does not currently attach to this type of cane.” This statement can be helpful for the producers of this product but it does not state the “why.” In addition, I think they layout of the blog is quite plain and unappealing. I think simplicity is very effective when it is done right and with a sharp, clean look. However, I feel this blog and it's appearance seems outdated and could use a more appealing colour scheme, with more engaging and sharp fonts.

Reply
Jacob Newport
3/18/2019 02:17:04 am

Hi,
This is a really interesting product that I have not seen yet on the market. There are a few things that I think the WeWalk will need to fix before they release it to the market. I do agree that they would have to make the speakers loud enough so the blind person will be able to hear it. I think with they have a headphone coming from the cann along the arm up to their ear with will eliminate that problem of them not being able to hear. Taking about the batter it would be nice for it to last longer. I liked the idea in how they could have a batter they could simply replace whenever it is running low. I believe overall this product will do well as long as they fix a few things with the smart cane.

Reply
Joshua
3/18/2019 05:28:34 am

This post is really interesting, because though the idea seems great from a first glance, I really appreciate the extra second look brought in by Dr. Hagenbuch. There were some points that really stuck out to me, such as the fact that a 5 hour battery life is terribly low for an object that needs to be used for many more hours of the day, so charging can become a hassle, and especially if the person becomes reliant and wanders too far off, the cane would stop the routing and assistance features that the blind person might learn to rely on. I also thought that even looking at the wording of their mission statement and how that could come off as offensive was another great observation and something they should look into when catering specifically to a marginalized or underprivileged group.

Reply
Connor
3/18/2019 12:57:52 pm

I was fascinated by thinking through some of WeWalks propositions. Creating a device like this is very difficult and there are endless factors and limitations to it. I agree that right now there product is simple minded because it does uphold societal values as everyone wants life to be made easier for visually impaired individuals. But right now there are too many limitations that need to be refined and improved upon for this device to have stockholder value and compete with the market.

Reply
Caleb
3/18/2019 02:35:51 pm

The WeWalk cane is a genius idea. The thought of blind people being able to navigate cities and other dangerous environments is fascinating and will be a joy to watch in the years to come. I agree with the bugs problems however. Longer battery life is something the WeWalk desperately needs as well as a case to endure the environment. While the needs for the device are many, the idea is a great one and I cannot wait to see the development of it in the years to come.

Reply
Gabriella
3/18/2019 02:54:07 pm

I think this smart cane is a very great innovation that can be beneficial for many people. I think something like this would be needed especially in outside environments. Even though there are limitations with the product, the company seems to be working on creating a variety for every cane. There was also the concern about the rain, so I believe this product must be water proof or protected for sales to go up. Many customers seem to be offended by the language because it is simple minded. It is important not to offend your target market, but appeal to their needs, since your product is specifically for them.

Reply
Megan Chea
3/18/2019 07:17:08 pm

Hi there!
I see that the intentions for this product are good. I like how WeWalk is trying to better the daily living for those visually impaired, with all of the challenges they already have to face on a day to day basis. However with all of its haptics and features, I worry that something could go wrong with the product after much use. There are so many technologically based enhancements it has to offer, but I feel that it could malfunction easier, especially because it is on the smaller range of product size. Nonetheless, if I were blind, I would be very interested in purchasing a product like this.

Reply
Anthony
3/18/2019 10:25:20 pm

Very interesting article. The smart cane does sound like a great idea for people with visual disabilities, however there are many flaws to the product as mentioned in the article. In this day and age, many smart phones can hold a charge for almost 24 hours so it's interesting how a cane designed for blind people to use all day can only last for 5 hours. Since the product is in its early stages, I'm sure the company will listen to the feedback of the consumers and begin to tailor the smart cane to the consumer's needs.

Reply
Jonathan
3/18/2019 11:38:17 pm

It is important to see why the product was developed in the first place. A product like this, that assists those who have visual impairments, has to work very well. It really helps that a blind student was the developer of the product. This is really important because it gives the developers an advantage because they have a subject that can confirm the ease of use on the spot. Overall, this is a really good idea, and it will be very interesting to see the development of this product over time.

Reply
Davis
3/19/2019 12:04:48 am

This cane truly is revolutionary. In comparison to other products, this one seems to be above and beyond. There are attributes to this product that I had ever thought of. I do also find it interesting that the use of the word "blind" can be tended toward a negative way, and people should be more respective of that.

Reply
Jeffrey Oh
3/19/2019 12:32:09 am

We often learn about and find out new innovations that are happening in our world today. Many of these things usually apply towards us and spike interest because of the potential uses it has for us. Companies like Tesla are inventing self driving cars and I felt that this topic had some correlation to that. I think it is very interesting to hear of such an innovation for people that can not see. This could be extremely beneficial to certain people, but I also see that this could come with many issues and complications. The safety of people are at risk and much like self-driving cars, there has to be a 200% certainty of the safety of all society. The evolution of the cane would be fascinating to indulge in technology, but I think that this will require much more than people think.

Reply
Eman
3/19/2019 12:58:07 am

I think that the WeWalk is a great idea. The Smart Cane is a great example of a company that identifies a problem and creates a practical solution. This blog post does a great job covering the benefits of the cane and the cane’s limitations. Explain what each feature does and why it is it integral to be a part of the smart cane was helpful to see why a blind person would want the cane. However, I do not see an issue with the company choosing to use “the” in front of visually impaired people. I would disagree that it is patronizing. Also, this is not the same case as using “the” in front of a racial group. If you truly find that to be an issue then I would suggest using the phrase “community” for “the visually impaired community.

Reply
Lexie
3/19/2019 12:58:27 am

Overall, WeWalk sounds like a good start to new innovations in this market. As technology continues to advance, working on these kind of devices would help to revolutionize products for blind and visually impaired consumers. Especially today, new advances in technology are geared toward cars and smart phones but starting to put those efforts into areas such as a smart cane is a step in a good direction. However, it is important for WeWalk to revise their language especially as it is directly related to the customer themselves.

Reply
Tyrell Thompson
3/19/2019 01:13:17 am

I'm new to your blog, and I've only read a few of your pieces, but so far I am appreciating your perspective. I really enjoy the final synopsis at the end of each discussion. Yeah you nailed it when you say it's simple minded marketing. It is such a great idea, but the fact that it doesn't connect to most kind of walking sticks, and the price is quite hefty, it's a limited market that is going to be able to use these, let alone afford them. The premise of the invention is great, and very service oriented to the blind, or poor of sight. But I think this has been marketing as too narrow and specific. It's too small of a group that can use this for this product to be a mass produced unit. Great discussion.

Reply
Ruth Munoz
3/19/2019 01:22:31 am

I really enjoyed reading about WeWalk technology. This type of technology can be life changing once they know it can be completely reliable. WeWalk has some great attributes and intentions for blind and visually impaired individuals so I think this product will do really well on the market. I think it's interesting how innovators took something to ordinary and developed it into something essential for these individuals. Part of being successful is analyzing society and finding new things that can be improved, or created.

Reply
Joanna Javellana
3/19/2019 01:49:04 am

The WeWalk technology was very interesting to learn about. It seems like it could be very helpful to those who are visually impaired. It's amazing to see technology advancing and being used to help those in need. The flaws are a bit concerning despite all the positive benefits that it first brings up. I also agree with the author that the company should be mindful of the language that they use as they move forward. It's a great idea that still has multiple improvements to work on.

Reply
Evan Lee
3/19/2019 01:52:38 am

Hello!
I enjoyed this read on this new "super cane." While the concept for the overall product is great, I feel as if in my opinion, that it will take a certain amount of trial and error attempts to perfect it. For example, the speaker feature needs to be perfect and loud enough in order for the user to hear it. This feature which seems "simple" may cause a plethora of testing to make sure that feature will be 100% perfect. I think with a little more testing and probing, this new WeWalk can change lives.

Reply
Dillan
3/19/2019 02:32:02 am

Jason, I found this article to be informative, and I also think that this product is innovative. However, because WeWalk is developing this new tech, and has a first mover advantage, they also have to test and learn from their mistakes. I find it admirable that they are creating a product that is designed to assist those who are visually impaired, however, I agree that their marketing tactics were less than optimal. I believe that since the product was developed in Turkey by a non-profit, that there must have been a mistake through the translation to English. This is a simple mistake that could have been quite easily avoided, but has had major consequences in its reception from the target market. I believe that with some more innovations in the field and improvements in its marketing methods, WeWalk can move forward and provide a substantial improvement in the lives of those who are visually impaired.

Reply
Ruth A.
3/19/2019 02:50:05 am

This is a good idea in my opinion because there are many new technologies that are available to people, but not a lot for those who are disabled. The cane would help those who are blind to be able to stay safe from their surroundings when they want to walk outside. It expands their capability and freedom to do what they want because they can become more comfortable in being outside without having to worry too much about being in an accident.

Reply
Richard Crafton link
7/3/2019 03:32:18 am

If you’ve encountered someone who is visually impaired walking down the street, you might have noticed that person using a particular kind of cane.

Reply
MckinneyVia link
3/10/2022 07:37:33 am

I very much appreciate it. Thank you for this excellent article. Keep posting!

Reply



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