Dive Brief:

• Hipcricket on Thursday announced support for website rendering and text messaging technology on Google Glass, iWatch, and other wearable tech via its AD LIFE platform.
• AD LIFE is a popular mobile marketing platform among a number of brands and agencies in the U.S. and abroad.
• Canalys estimates show 2014 as the year consumers move to adopt wearable tech, with the segment expanding to 8 million shipments. Over 45 million shipments are expected by 2017.

Dive Insight:

With this move, Hipcricket is banking on the shift to wearable tech to follow a pattern similar to the move consumers made from desktop computers to smartphones and tablets. Whether it can deliver a "seamless and secure" mobile experience across devices as varied as Google Glass and the iWatch will be interesting to see, but it was only a matter of time before moves to reach consumers using such devices were ramped up. Being among the first to explore these platforms can only work to Hipcrickets benefit.