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Everybody is in this business to make money. When a new market appears – in this case, the smartwatch market – everyone rushes to dip their toes in the pool. Sometimes, however, the pool just isn’t for you and eventually you need to take your toes back out. That’s what Verizon did with its Wear24 smartwatch.

The Wear24 smartwatch launched just four months ago. It wasn’t very popular. The Verge gave it a 5 out of 10. Digital Trends also gave it a 5 out of 10. Android Guys gave it a 2.6 out of 5. It wasn’t a hit. And the lackluster reaction mixed with its early cancellation tells it likely didn’t sell well at all.

The hardware wasn’t up to snuff and the watch really wanted users to use the built-in Verizon messager which would turn certain words in the messager into monetized links. That app is bad from top to bottom.

It happens. Not every product can be a home run. What’s important in this instance is that Verizon recognized the failure pretty early on and stopped wasting money on production. Now they’re free to go back to the drawing board with the lessons they’ve learned. That, or stay out of the smartwatch market entirely.

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