Just a few years ago, no one even knew what a wearable device was. Although wearable technologies are still in the early adopter phase, the power of connectivity is driving change at an unprecedented rate. New technologies are being launched all the time. Smart watches, fitness bands, sleep monitors, smart clothing, and glassware are the latest introductions in a series of mobile gear that can track everything from your location to the number of steps you take in a day. These devices—projected to sell 100 million units by 2016—will open up a whole new world of data gathering, branding, and storytelling possibilities for marketers.

In today’s environment, marketers are dependent upon subjective responses, opinions, and quick feedback. Unfortunately, the data and insight can be somewhat unreliable. With the information available from wearable technologies, marketers will be able to understand context and generate much more relevant messages. This is good news for advertisers and consumers alike. The options and opportunities associated with more personalized communications are enormous. For example, a fitness brand could push notifications to people who work out. Health insurance companies could reward consumers that engage in more physical activity with reduced insurance rates. A record company would be able to access individuals who spend a lot of time in transit and might enjoy music. Pharmaceutical firms could move away from traditional ads that reach broader groups, instead targeting individuals with specific medical conditions.

As print and marketing service providers you might be wondering what wearable technologies mean to you.Wearables have the potential to disrupt the status quo, alter the way people live and work, and rearrange value pools. It is therefore critical to understand this technology and prepare accordingly. There are three critical implications that service providers should be thinking about now: