Purepulse Heart Rate: heart rate tracking, monitor calorie burn Workouts/All-Day Activity: record workouts and track all day activity (steps) Caller ID: See incoming calls when your phone is nearby Exercise Tracking: record workouts, see real time exercise stats Auto Sleep/Alarms: automatically track and sync sleep trends. wake up peacefully with vibrating alarm Wireless Syncing: automatically syncs stats to computer and smartphones iOS, Samsung, Windows Phones https://www.fitbit.com/chargehr
GPS: keep track of distance, pace, elevation, and routes Heart Rate: Monitor heart rate All-Day Activity: Track steps, distance, calories burned, active minutes Multi-Sport: record activity for different workouts (running, hiking, cardio) Notifications/Music: (iOS, Android, Windows phones) Text and call notifications, music controls Auto Sleep/Alarms: automatically monitors how long/well you sleep, silent alarm Wireless Syncing: automatically syncs to your computer/smartphones and shows your stats as detailed charts/graphs https://www.fitbit.com/surge
http://www.wsj.com/articles/memo-to-staff-time-to-lose-a-few-pounds-1418775776?KEYWORDS=fitbit http://blogs.wsj.com/personal-technology/2015/01/22/kinetic-desk-tells-you-to-quit-sitting-around/?KEYWORDS=fitbit Some are offering employees wearable fitness trackers and competitions on social apps, covering weight-loss surgeries and drugs, and providing mental-health counseling designed to get at the emotions that may underlie eating issues It is unclear whether companies can do better, or whether they will save money by doing so. At retailer L.L. Bean Inc.’s Bangor, Me., call center, biometric screenings determined that nearly 85% of employees were overweight or obese. The company enrolled 24 employees in a yearlong pilot program of exercise classes, nutrition coaching and emotional counseling, all provided during paid work hours. By the end of the year, participants had lost 15 pounds on average. The company has since brought a 16-week version of the program to other locations, with similar results, says Susan Tufts, manager of occupational health and wellness. The numbers explain why. Getting obese employees to normal weight, or even overweight, would save employers an average of 9% of the money they spend on health care or lose in productivity due to employee sick time, says economist Tatiana Andreyeva at the Rudd Center for Food Policy and Obesity at Yale University. Wearable activity-tracker Fitbit Inc. says enterprise work for customers such as BP PLC and Anthem Inc., the large health insurer and managed-care provider, is one of the fastest-growing areas of the business.
http://www.wired.com/2012/04/fitness-tracker-psychology/ http://sleeplesspsyche.co.uk/2013/12/29/the-psychology-of-fitbit/ Why they work delves into two important facets of activity: measurement and motivation. To know whether you’re getting better at something, you need data. As physicist Lord Kelvin said, “If you cannot measure it, you cannot improve it.” Once you’ve got data, you need specific goals or standards to provide the sense of accomplishment that will make you work harder. “By having this sort of equipment and this sort of technology, it allows you to actually track and look back to see how active you actually are,” Bartholomew said. “You can’t lie to yourself.” He found the stats and aura of competition attractive, and Fitbit’s social element has pushed him to make healthier choices Time Magazine states that Fitbit “Makes getting in shape as addictive as checking Facebook and Twitter.” With fitbit if your personal goal of achieving 10,000 steps a day is achieved, you feel proud, so of course you want to show off to your friends and compete. This is where the social aspect comes in. It is as rewarding as being given a tasty treat, and just as Pavlov’s dogs learned to respond to the bell we Fitbit users learn to repeat the behaviour in order to keep on receiving the reward, quickly becoming addicted to the little gadget.
Note: “Tackling weight loss raises thorny issues at the office, and employers are working hard to avoid being seen as targeting certain workers. About 71% of employers representing 600,000 workers said that overcoming stigma and embarrassment represented the biggest hurdle to an effective corporate weight-loss program, according to an October survey from the Northeast Business Group on Health.“People who are overweight are so judged, and you just don’t know what they’re dealing with or what other issues they have,” Ms. Tufts says.”
● Fitbit was started as fitness tracker to encourage
personal responsibility for one’s health.
o Mission Statement: Help people lead healthier, more
● Making fitness FUN
o Keeping motivation high past New Year’s
● Award winning products carried in over 20,000
stores and 17 countries.
WHAT DOES THE FITBIT DO?
● Geared towards helping individuals reach fitness goals through
developing everyday activity.
o Helps the average person, not just the marathoner
● The wristband primarily tracks sleep and steps each day.
o Also can be used to track food, water, and exercise
● A user can track progress from any smartphone in an easy to use
and appealing app!
● You can “cheer” or “taunt” friends and participate in challenges
● FitBit sends you a weekly e-mail recaping all your progress, and even
rewards you with “badges” for what you’ve done!
o You also get push notifications when you reach your goal, or
you’re almost there!
FITBIT WEEKLY RECAP
● As a FitBit user, this is what I see at the end of the
week! It comes in a convenient e-mail.
● As you can see, the leaderboard could be a major
source of motivation!
FITBIT FEATURES RECAP
● The wristband itself easily tracks your steps, active
minutes, distance traveled, and sleep.
o Your device vibrates when you reach your
● You must manually enter your choices regarding
food, water, and exercise.
● If you use all features, you get an extremely
detailed picture of your health
● You do have to charge your device about 1 time
a week, and it takes about 3 hours to charge.
We all go through phases of activity and it seems to
be cyclical. What motivates you to be more active?
Would a FitBit motivate you?
Do you think having a FitBit would get tiring?
GROUNDED IN TECHNOLOGY
● “Wireless technology had advanced to a point
where they could bring amazing experiences to
fitness and health”
● Eric Friedman and James Park (Fitbit Co-founders)
took advantage of this
TECHNOLOGY BEHIND FITBIT FLEX
o Turns movement/acceleration of a body into data
o Counts steps, Measures how you are sleeping
o Looks for motion patterns most indicative of people walking
● Fitbit Software and Apps
o Lets you keep track of your activity on your phone or computer
● Bluetooth 4.0 - sync with smartphones
o Wireless syncing on iOS and Android phones
● NFC Technology:
o On some Android devices
o Hold Fitbit up to device and it launches your Fitbit stats
FITBIT CHARGE HR
● PurePulse Heart Rate
● Workouts and All-Day Activity
● Caller ID
● Exercise Tracking
● Auto Sleep and Alarms
● Wireless Syncing
● GPS Tracker
● Hear Rate
● All-Day Activity
● Long Battery Life (up to 7 days)
● Notifications and Music
● Auto Sleep and Alarms
● Wireless Syncing
Do you think Fitbit should stick to solely tracking fitness
and health related data or should it keep
expanding into Smartwatch territory like it is with the
● Obesity: Affected ⅓ of U.S. adults and costs companies more than $73 billion
● Companies are offering wellness & weight loss plans in an attempt to save
○ Could save employers 9% of the
money they spend on health care
● Example: L.L. Bean Inc.’s Bangor
● Fitbit already has teams up with BP, PLC,
and Anthem Inc.
● Fibit work accessory
The Fitbit reinforces, motivates, and rewards exercise by
turning it into a game
● Fibits make getting in shape addictive… But how?
○ Measurement & Motivation
○ “If you cannot measure it, you cannot improve it.” -physicist
○ Social aspect of the app creates a conditioned stimulus
● Would you consider using a Fitbit at work for a
company’s wellness or weight-loss program in
return for rewards or an insurance premium
discount? Why or why not?
● What potential issues could arise?
LIKELIHOOD OF SUCCESS...
Forrester Research found this market to be “bullish” and
that wearable health trackers are the “next wave of
consumer technology product innovation”
● Fitbit dominantes the U.S. fitness tracker market with a 69%
● The company is in the process of expanding to Asia though
China, India, Indonesia, Philippines, and Taiwan this year
• Fitbit faces a few threats to their market share
• Apple’s Fitness apps
FITBIT SWOT ANALYSIS
•First Mover Advantage
•Great Technology & Value
•Broad Device Portfolio
•Lack of Fitness/Health
•Build Richer Data
•Build Dietary Expertise
•Big Data Analytics
• New Tech Start-up
JAWBONE SWOT ANALYSIS
•Brand Awareness & Channel
•Lack of Health & Fitness
•Further Innovate on
•Expand Big Data Analytics
•Build Corp Wellness &
•More Nimble Start-ups
•More Nimble Start-ups
NIKE SWOT ANALYSIS
Nike Strengths Nike Weaknesses
•Established & Credible Brand
•Strong Marketing & Sales Engine
•Large and Strong User Community
•Early Leader in Technology
•Platform Approach with Rich
•Large Company Atmosphere
•Not a Technology Company
Nike Opportunities Nike Threats
•Segment Expansion &
•Rumored Apple AAPL +2% iWatch
•Rumored Apple iWatch
• In March 2014 Fitbit recalled 1 million Fitbit Force units in
the United States and about 28,000 units in Canada
• They received nearly 10,000 complaints about itching
and 250 complaints of blistering after wearing the band
• Problem was cited to be the result of “the stainless steel
casing, materials used in the strap, or adhesives used to
assemble the product, resulting in redness, rashes or
blistering where the skin has been in contact with the
• What can Fitbit do to stay ahead of its competitors?