The Forbes website writes about the shortcomings of the Apple Watch and Fitbit products. Although Apple and Fitbit are among the leading companies in the wearable field, Apple Watch's poor battery life, screen wake-up failure, and limitations of map functions make it difficult to get the popularity of the iPhone, and the Fitbit product positioning is not clear. Problems such as the user's use of sticky slips need to be taken seriously.
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In the past few weeks, there have been several major events in the field of wearables. Fitbit went public and became the first wearable technology company to go public. Competitor Jawbone sued Fitbit for peddling employees and stealing trade secrets. The Apple Watch is finally on sale. The news seems to tell consumers that the technology industry is sparing no effort to protect people's health. However, these are just a small step in the long journey. In order for technology to truly change people's living habits and lead a healthier life, there are still many room for improvement in technology products.
Broadly speaking, wearable devices fall into two categories: medical supplies and consumer products. The former requires the approval of the US Food and Drug Administration (FDA) before it can be put into use, while the latter does not. As a result, non-medical device companies and startups tend to focus on consumer wearables. Apple Watch and Fitbit series products are all such devices. But there are very different characteristics between the two. Apple Watch's product positioning is an accessory to the iPhone, with many other features besides health tracking. The main function of Fitbit products is health tracking, although there are a few products that offer limited extensions such as call notifications and text messages.
The performance of Apple Watch has been unsatisfactory. The smart watch's own battery life is limited, and when connected to the iPhone, it will also consume the iPhone's power. Its screen does not support multi-touch like the iPhone, and sometimes it is difficult to wake up the screen by gesture movement, so it is difficult to read the time conveniently. On the pedestrian navigation, the map function of Apple Watch is very difficult to use. But in any case, it is still the best smart watch on the market. The most innovative aspect of Apple Watch is the strap design. The look of these straps and the effect with the Apple Watch is really good. But are these enough to attract consumers to buy? Apple makes the phone more usable, but today, on the contrary, the Apple Watch is just a watch that doesn't increase in convenience. It will never be as popular as the iPhone.
Fitbit is different. Most of Fitbit's products are simple in performance and feature fitness tracking. However, the six products that have been launched on the market now make the brand's market position less clear. Moreover, Fitbit will face inventory management problems sooner or later. Does Fitbit belong to the fashion industry or the fitness industry? With the American fashion brand Tori? The collaboration between Tory Burch and the Hollywood celebrity spokesperson makes Fitbit products seem to be more oriented to the fashion world. However, the Fitbit strap does not look fashionable or cool.
Fitbit defines paid active users as 100 steps in 3 months. According to the company's S1 filing with the US Securities and Exchange Commission, 39% (4.2 million) of the users who purchased Fitbit in 2014 did not use Fitbit products in the last quarter of the year. In other words, more than one-third of users no longer use the company's products in less than a year. In view of this, Fitt's market value of 8.7 billion US dollars can be said to be seriously overestimated. Moreover, the positioning of Fitbit products is still not clear enough. Is it a fashion accessory or a health device? Fitbit must quickly establish clear market demand to prove that it is worthy of such a high market value.
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