Dive Brief:

• Google is bringing Glass to the enterprise market through a program called "Glass at Work," launched late Monday night. 
• To help encourage developers, Google is asking for them to complete a form to join Glass at Work and help build the program. 
• There are already 60 known businesses using Glass, including APX Labs, which uses the technology with its client NHL Team the Washington Capitals. 

Dive Insight: 

With Glass' higher price point, it makes sense to target businesses that may have more resources to purchase Glass and to find developers for Glass programs. As Glass does become more pervasive in consumer culture, more businesses will be interested in targeting users, so it is smart to bring those developers in on the ground floor to help build out the program. If Google's Glass bet pays off and the device catches on, it could become a very lucrative platform for marketers — especially in B2B with this initiative.