Case Study Of Fitbit

My computing innovation represented by my computational artifact is Fitbit. Fitbit was created in San Francisco, California by a group of inventors with knowledge in technology (1). Fitbit is a device that is worn, usually on the wrist, that collects data that includes the amount of calories you burn, steps climbed, distance traveled, etc (4). With the data that is collected there is an app that stores it. The Fitbit app keeps all of the data collected by the hardware and compiles it into graphs and charts so it is convenient to view the collected data (1).

Today, consumers can buy wristbands that count steps and track sleep, athletic shoes that monitor fitness, watches that double as phones, and smart glasses that function as a computer or GPS. Fitbits and apple watches are two of the most popular wearable technology in 2016 (according to www.cnet.com).

In its earlier years UA expanded significantly with new product lines including TurfGear, AllseasonGear, and StreetGear. These launches success helped to catapult UA to the forefront of the emerging performance apparel industry. Their innovation and savvy have given them a leg up on competitors including Nike and Addidas. There have been hints of some new product launches to come in 2017. UA wants to continue to be a competitive player in the health and fitness gadget and wearables market. These gadgets include “Healthbox”, a fitness tracker with a heart-rate strap and smart scale. These devices are intended to be used with their smartphone app, which is also compatible with other fitness tracking devices. Later on, the company added heart rate monitoring headphones to the family of devices, as well as the Speedform Gemini 2 RE smart running shoes which have a built in ability to track your runs (Jovin, 2016). This healthbox product has not received a grand reception from consumers but there is a lot of potential for this product line. For the sake of the report I will research and report on a product line that recently came out. The ColdGear product line. These clothing items claims to disseminate heat by using ceramic powder and re-circulates around the wearers

Since the wearable market is not fully matured and new, this is not an end for Fitbit. It should continuously innovate its product features since Apple recent innovation is directly centered on fitness and it is capable enough to challenge Fitbit. Irrespective advanced analytics, will Fitbit be able to provide a full user experience is still a

Product line options. Fitbit products are continuously evolving as they are finding new ways to offer what consumers desire from an individual product. By continuously adding new products with additional features, Fitbit is expanding their market demand from those who desire this product to track activity during specified periods, such as the gym, to a product that is used daily due to its fashionable look and appeal. This new effort has attracted consumers who prefer a more unique and modern look. Due to new designs, many consumers also feel comfortable using the product at various occasions outside of their physical activity.

At the heart of every Fitbit is an accelerometer that measures a plethora of factors while exercising and even sleeping, depending on the device. They also all contain some form of a vibration motor that acts as an alert mechanism. All bands come in two sizes: small and large to cater to the variety of wrist sizes people have. Fitbit wristbands are composed of a synthetic polymer substance that is soft enough to rub against skin without harming it, yet strong enough to endure a fair amount of force and strain without breaking. Certain premium Fitbits have sections that are made with surgical-grade stainless steel. Fitbit product has been around for a number of years, but the market is just now warming up to the idea of fitness tracking devices. Consumers care more now than ever before about being healthy and that has led to huge spikes in earnings for Fitbit.

According to Hoover, 2015, the Fitbit Corporation constructs the most widespread devices in the materializing fitness tracker marketplace with approximately 11 million sold in 2014. Their lineup of six wearable designs record steps, calories expended, and duration of the activity; supplementary dimensions calculated by the spectrum of Fitbit devices include sleep interval and quality, heart velocity, and distance, and route. Each Fitbit device has the ability to synchronize with computers and some synchronicity with applications on mobile devices to illustrate feedback. Greater than 45,000 retailers stock the Fitbits including Best Buy, Target, Dick’s Sporting Goods, as well as, Amazon.com. The company received $380 million in a preliminary

Varied price and type range of all the products of FITBIT is also its competitive advantage. Numerous other companies normally have multiple variations of a single product but FITBIT has multiple types of products along with variations in every group of product besides multiple levels of prices and functionalities.

Fresh of the IPO diving block, Fitbit Inc. shares have since soared, more than doubling in price at its peak. The company pioneers an industry of wearable technology, being one of the first to develop and manufacture wearable, fitness trackers. Their products allow users to monitor basic health statistics, such as calories burned and distance walked. Their products also track some unique metrics, such as active minutes and stairs climbed. Fitbit also manufactures the Fitbit Surge, a more complex fitness tracker, but with added abilities comparable to smartwatches. Furthermore, Fitbit offers a premium, subscription based service that allows users to enhance their experience with more insight and analysis on the data collected by the trackers.

That said, focusing on the current company situation, the group formulated the following problem statement: How can Fitbit sustainably grow and Increase its brand awareness, overcoming the company’s lack of segment divesification and product cannibalization, since they have products being sold under the same price with slightly different features?

The Fitbit is a groundbreaking wearable fitness tracker that is another step in the evolution of the Internet of Things. Everyday items such as toasters and refrigerators are now being connected to the Internet, which is leading to the expansion of the so called Internet of things. The Fitbit is just the next small step in the overall picture, as is offers a user to wirelessly track and upload fitness data to the Internet. As one of the most up-and-coming wearable fitness device companies, Fitbit is a model for the future of fitness devices. It's newest iteration, the Fitbit surge, is the perfect example of that. Since the Fitbit Surge is the newest Fitbit device on the market, naturally it is the most eagerly sought after by consumers. It

FitBit is a wireless health and sleep tracker. The company’s goal is to provide a unique product, rich features at a highly competitive price. Target segmentation includes athletes, students, professionals and other groups in Australia. The product will be distributed to most of the electronic specialty stores and online. The tiny device will help people taking advantage of their

Consequently, Fitbit has adopted a lifestyle view in their marketing and their products opened the door to track and emphasize personal wellness with technology. In this regard, Fitbit products influence consumers to track

The design and display of fitness trackers is typically a deciding factor for consumers when determining which device to purchase. While competing companies typically update variations of one sole product, Fitbit caters to users with different needs, and designs all of their devices to be be sleek and trendy. With a wide range of innovative designs, Fitbit appeals to many consumers by designing products with different features and capabilities. Additionally, Fitbit’s branding and loyalty is the current leader in fitness trackers sales and as of 2015, Fitbit controlled 70% of the market share in the industry. Wearable devices have increased in popularity and more and more companies have tried to imitate Fitbit. Even though there have been new entrants to the market, as of 2016, Fitbit still controls majority of the wearable device market. Brand recognition, combined with products that range widely in price and capabilities have positioned Fitbit to remain competitive, even as the likes of Apple and Xiaomi continue to pressure the company from the high and low-end of the wearable

But these products were never quite able to break out of a “niche” category. From a marketing standpoint, two main issues have always plagued smartwatches: