Owners of iPads that have a lightning connector can also acquire an adapter for their USB-A key. The USB-C version has a retail price of $35. The USB-A key includes a USB-A to USB-C adapter and is available for $30. However, the tech giant noted that Bluetooth keys will continue to work and warranties for these devices will be honored. Google has argued that NFC functionality is currently supported by many smartphones, which is why it has decided to focus on NFC and discontinue the Bluetooth version of the Titan Security Key. These devices will enable users to authenticate either by plugging in the device to the corresponding USB port, or by simply tapping the security key on the back of their Android or iOS device to sign in using NFC. The company will only offer two types of Titan security keys: a USB-A version and a USB-C version, both with NFC capabilities. So far, the company has been able to recover little less than 10% of its sales, compared to pre-Covid times.Google on Monday announced that it’s discontinuing the Bluetooth version of the Titan Security Key and it will only offer devices that have near-field communication (NFC) functionality. As a result, the company has begun to gradually increase advertising across traditional media such as print and television. Further, the company claims that a large segment of consumers who still prefer to shop offline - are now using online channels to browse through products, before purchasing through stores. This contribution has approximately doubled in the first few months post lockdown,” Mitra noted.
“Traditionally, digital channels contributed to around 15% of the sales. The company claimed to have spent about Rs 100 crore in advertising on watches in FY 20.Īccording to the company, sales have started to pick up since June and July with the company recording an increase of 30%-40% across channels. However, the proportion of digital ad spends will rise,” she added. Much of this will depend on the rate of sales recovery. “Our advertising spends for this year will be lower than FY20- but it’s difficult to put a specific number to it. Consumer goods company, Titan Company Limited, plans to increase its digital ad spends by 50% for the watches and wearables division in FY 21, Suparna Mitra, chief executive officer, watches and wearables division, Titan Company Limited told BrandWagon Online.
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