This document analyzes and compares three major wearable technology companies: Jawbone, Samsung, and Fitbit. It discusses their target demographics, product designs, brand images, and approaches to privacy and health data issues. Key points analyzed include the companies' values, identities, forms, colors, and crisis management strategies. The document provides a market analysis of the wearable technology sector and an in-depth examination of each company's products, branding, and response to privacy concerns.

1. Gino Ruli
Stefano Matteucci
Wearable

2. Wearable Technologies

3. Market Analysis
The wearable market itself – general
info
3 main players

4. Target
Motivation
18 – 45 years old
Healthy
Sporty
Self-empowerment
Middle – High Income

5. Jawbone UP24

6. Jawbone UP24
Identity - Image

7. Form
Curved lines
Thin
Layout
1 Surface
Young
No interruption
Unprofessional
Color
Cold
Monochromatic
Touch
Plastic
Unconfartable
Presence
Jawbone UP24
Analysis

8. Design
Innovation
Simpliness
Minimalist
Safety
Jawbone UP24 - Values

9. Samsung Gear Fit

10. Samsung Gear Fit
Identity - Image

11. Samsung Gear Fit - Values
People
Excellence
Change
Integrity
Respect
Share Prosperity

12. Form
Straight lines
Thick
Layout
2 Surfaces
Contrapposition
No-identity
Color
Cold
Polychromatic
Touch
Plastic – Glass
Presence
Samsung Gear Fit
Analysis

13. Fitbit – Fit in a Bit
“To empower and inspire you to live a healthier, more active
life. We design products and experiences that fit seamlessly
into your life so you can achieve your health and fitness
goals, whatever they may be.”

14. Fitbit
Identity - Image

15. Partnership

17. Brand - Logo
Minimalist, Basic,
Round circles as the
product line
Past, Present, Future
-
Spirit, Mind, Body
Direction, Proactivity,
Improvement,
Motivation

18. Product - Design
Shape and layout
Rounded & Straight
Simplicity
Minimalist
Colors
Subtle and light colors
Young &
Professionalism

19. Website - Clearness
Integration among channels
Efficacy and effectiveness of communication
Colors – Contrast Warm/Cold
Sense of assistance (friendliness)
Font’s Consistency – San
Serif
Proxima nova light/regular,
Helvetica

25. Social Media
Engagement

30. Sell
Engagement
Loyalty
Repositioning
General
Goals
Specific
Goals
Re-acquire
lost customer
Improve
SEO/SEM
Increase
Conversion
rate
MS % Growth
Engagement
(likes –
Coment)
Sentiment
Analysis
KPI
Objectives

31. SEO Analysis
SEO Score

32. Repositioning - Health Issues

33. Health Issues - Missed Value

34. Crisis Solution
Communication Campaign
Founders Apologies
Group Experiment (30 days)
Funny and Entertaining Video
Channels
Site Section
Social Media

37. Privacy Issues
Missed values
PeopleData

38. Crisis Solution
Communication Campaign
Founders Apologies
Privacy Data Management to be outsourced