Google's augmented reality eyeware is coming to disrupt your face and your business model. If you don’t even have to pull your phone out to take a photo, get directions, or message with friends, why would you need to buy the latest iPhone or spend so much time on Facebook?

It could be a year before Google eyewear reaches stores, but that’s why these and other tech companies need to strategize now. If they wait to see if the device is a hit, the world could be seeing through Google-tinted glasses by the time they adapt. Apple and Facebook’s bet might be to team up…

If you haven't heard, Google today announced it is beginning public tests of augmented reality glasses with the codename Project Glass. A mouthwatering mock-up video of what the device might eventually be capable of shows someone using voice commands to send messages, take photos, share to Google+, see the locations of friends, view maps, get directions, set calendar reminders, and more.

Cramming all the functionality into a sleek set of glasses is going to take time and effort, but the Google(x) skunk labs is on it. There’s a dozen ways the product could flop, most obviously if the glasses are awkward and unstylish, but also if they’re too heavy, expensive, fragile, or the world is just not quite ready. Let’s forget those for a second. Say Google figures it out and the retail version of Project Glass (which may end up being called Google Eye) becomes wildly popular. How will this disrupt Apple and Facebook, and what should they do to defend themselves?

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