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Fitbit’s next chapter: Fashion, data and fighting Apple on health

Fitbit's next chapter: Fashion, data and fighting Apple on health


itbit has been dwelling on our our bodies for a decade now – such a very long time that once I ask co-founder Eric Friedman about these early startup days, the uncertainties he and James Park as soon as shared appear ludicrous. “The actual query once we first launched Fitbit was: Is that this going to be a giftable product? Is it one thing the place I can say, ‘Hey, here’s a Fitbit, I care about your health’, or does it come throughout as, ‘Here’s a Fitbit, you’re fats’.

Tens of tens of millions of bought units later, it’s protected to say that Fitbit itself has laughed off these considerations – all the best way to the financial institution. The corporate is at present driving a wave of success of the Fitbit Versa smartwatch and will quickly launch its next health tracker, the Fitbit Cost three.

The past and future of Fitbit

Final yr, Fitbit launched its first smartwatch, the Ionic. It was the corporate’s first gadget with a correct app ecosystem, however it was additionally late to the get together. By the point the Ionic rolled across the Apple Watch had a stronghold on the market, whereas Samsung and the gamut of Put on OS smartwatch producers have been of their groove. The Ionic acquired a tepid reception: its was unattractive, riddled with bugs, and under no circumstances low cost. However its largest failing, admits Fitbit design VP Jonah Becker, was timing.

On reflection we might have been extra clear on the Ionic

“I think part of it, if I was to step back, was the context of the environment in which we launched it,” he says. “It was technically our first smartwatch because of its capabilities, but if you launched it and the Versa had already been out, it becomes clearly performance oriented, and I think in retrospect we could have been more clear to drive that position. Or we should have thought about launching Versa first before going higher up in the performance or health pyramid.”

With smartwatches predicted to gasoline the expansion of wearables, and the road between smartwatch and health tracker blurring extra by the day, Fitbit has at the very least discovered itself in a greater place.

However Fitbit’s hottest product is neither a health tracker or a smartwatch; it’s data. “I think where we’re going over the next 10 years – we’re very much a data collection display company,” says Friedman.

Fitbit on the evolution from Zip to Charge 3 - and how it plans to conquer health

Each minute these wearables are wrapped round our wrists is effective time spent vacuuming up our health data, all of which is coming collectively to type the next chapter of Fitbit’s story: deep health.

The Ionic, Versa and Cost three are the corporate’s first units to incorporate a relative SpO2 sensor, which permits Fitbit to trace oxygen saturation within the blood. Fitbit says it will ultimately permit it to display for atrial fibrillation, one thing the brand new Apple Watch Collection four may also quickly have the ability to do, in addition to sleep apnea. However so as to take action, Fitbit wants FDA clearance.

Fitbit’s one among simply 9 corporations (sure, together with Apple) to be a part of a brand new FDA quick monitor consortium, which can permit it to get health tech units to market quicker

Fitbit’s considered one of simply 9 corporations (sure, together with Apple) to be a part of a brand new FDA quick monitor consortium, which can permit it to get health tech units to market quicker, whereas nonetheless having authorities oversight.

“I think it’s been a great industry-government collaboration,” says Friedman. “It’s been a back and forth dialogue. We had a bunch of representatives here for a couple of days, and I was impressed. I was like, I want to work with these people. They didn’t come and say, ‘Here’s a process, go through it’. It’s being done and developed in real time, which means the first thing will definitely not be fast, but once they’ve developed a process I’m cautiously optimistic it could be good and I think it’s something that could potentially become a global standard.”

The next chapter of your health

A temper board through the creation of the Fitbit Ionic

Fitbit gained’t say when it is going to be capable of change on AFib and sleep apnea detection, or whether or not it’ll be earlier than Apple places the identical function reside on its newest smartwatch, however the SpO2 sensors are already lively and accumulating info for Fitbit’s big data financial institution.

Quickly the corporate will roll out one thing referred to as Sleep Rating in beta, which can pull SpO2 data to detect disturbed respiration and different disruptions that happen throughout sleep. “Folks who suffer from more types of breathing disturbances or disturbances during sleep might feel like their sleep is bad but often adjust to it,” says Shelton Yuen, Fitbit’s VP of analysis. “This will be an objective way to determine that.”

As soon as cleared with the FDA, Fitbit will have the ability to display for sleep apnea, AFib and probably different issues. However the reality alone that Fitbit or anybody has managed to get this know-how onto the wrist deserves plaudits.

“It’s another case where it wasn’t meant to be on the wrist necessarily, so there’s a lot of design challenges,” says Yuen. “Optical sensing of heart rate on your finger was well understood leading up to us doing it. Knowing it could work on the wrist was conceivable but not at all clear that it would actually work. Pulse ox on the wrist is another case of that.”

What’s much more fascinating is that this know-how gained’t have lived on our our bodies for such lengthy durations of time, and by doing so it might open up the door to all types of revelations – very similar to sleep has for Fitbit.

“When you’re in a hospital you have a relatively controlled environment,” says Yuen. “When you’re in everyday life, like our users are, you can actually monitor them for months before you have to give any sort of ruling as whether something is going on. So in some ways I’d say the criteria for what you establish as accuracy can be different because when you have the benefit of looking over longitudinal data, sometimes looking at relative trends is way more important than having a single snapshot.”

The transfer to healthcare

Data, data, data. Solely as a tool maker, Wall Road would have cause to worry for Fitbit’s future, however the firm has been tapping into different income streams together with some probably profitable roads into healthcare, to hedge itself.

Fitbit’s additionally cast partnerships with health corporations like Dexcom, and earlier this yr invested $6 million into mysterious glucose-monitoring startup Sano, which has been working on a minimally invasive patch for diabetes victims.

“I think they’re working on some really interesting technology,” says Friedman. “I feel non-invasive glucose is fairly fascinating. There are a selection of issues we’re working on internally and others externally, and we felt there was sufficient fascinating potential there that it was one thing we needed to be near.

“It’s one factor to inform somebody to not eat junk meals… it’s one other to see what it does to your physique

“You get close to something by acquiring it, by partnering or investing, and we felt that investment was the right vehicle in this case to remain close. I think they are also looking at if there’s a consumer angle as well, and that dovetails with our strategy. Traditionally pulse was a medical thing and we made it consumer. They’ve got a similar angle and that’s really interesting to us.”

Which leads us to the inevitable query about Fitbit’s inner ambitions with diabetes. “Full disclosure, we’ve looked at it,” says Yuen, “and it’s a very challenging problem if at all possible to actually solve in a purely non-invasive way.”

Whereas that know-how might by no means come, Fitbit sees big potential in giving customers a extra accessible method to visualize their glucose ranges. “I wore a Dexcom monitor briefly and I drank a can of coke,” says Friedman. “I saw my glucose shoot up. I don’t have diabetes by the way. I don’t have pre-diabetes. And I was like, oh my God, I’m going to die. I’ve not drunk coke since then.”

As Eric provides, it’s one factor to inform somebody they shouldn’t eat junk meals. “It’s another thing to see what it does to your body. Then the activity is trying to drive those behavior changes.”

The evolution of design

Designing merchandise round these sensors isn’t straightforward, and it’s been one of many largest challenges since someday in 2011 when Shelton Yuen strapped collectively a crude coronary heart price monitor utilizing Radio Shack elements and tried operating with it.

“You could see the heart rate signal on the wrist, but it was just bad,” he says. It was a failure – “but it uncovered a lot of issues.” From there the group labored to discover a viable means of doing optical coronary heart fee monitoring from the wrist, chopping via all of the noise and ambient mild. They even found that operating underneath the duvet of timber was an issue, because the sensor mistook the intermittent mild passing by means of for coronary heart beats.

I feel again to a few of the Livestrong bands and what occurred there

That began off a wave of various prototypes. “I think we ended up with 13 or so over the years, which progressively moved towards the Fitbit Surge,” says Yuen, the Surge being Fitbit’s first wearable with an optical coronary heart fee sensor.

Have a look throughout the timeline of Fitbit units and you’ll be able to see an evolution in design that charts with the development of the sensors inside.

“I see different generations in the product and some of their associations with the maturation of the wearables space,” says Becker, choosing up an previous Fitbit Flex and one of many unique Fitbit Cost bands from a small museum of units scattered in entrance of him.

“I think back to some of the Livestrong bands and what happened there in terms of everyone having the same colored bands and messages. There was this moment of, I raise my arm in the air and say, yes, I’m part of this movement”. Certainly there was a time the place Fitbit was synonymous with the health tracker, and proudly owning one among its units felt like being a part of a membership.

However because the market started to saturate and Fitbit tried to do extra with its wearables, that modified. “I think its gone from something that says, I’m part of this early movement, to something that could be a fundamental part of your everyday life. And if you look at some of the palettes and the form factors, there’s more breadth now. There are things that are very sophisticated in terms of dark leathers and colors and palettes, there are things that are bringing in more of a fashion element.”

Transfer to the newest era of Fitbit’s wearables – the Ionic, Versa and Cost three – and there’s a extra apparent and constant design language, one that pulls on hexagons, octagons and extra angular buildings. “There’s a lot of strength in these geometric structures,” says Becker. “You see them used in architecture, you see them in honeycombs.” However Fitbit, like Apple, has caught to sq. shows for its smartwatches, and it doesn’t sound like that may change sooner or later.

“There is without a doubt a comfort people have with round watches on their wrist due to the history and the fact the majority of watches in the world and through time have been round,” says Becker. “Watches and clocks are round because timekeeping is hands moving around in a circle. We are in a digital age which means typography, graphs, the kinds of things we are displaying on a health and fitness smartwatch are different.”

“It’s absolutely something we’ve looked at from a display standpoint, a UX standpoint, from a wearability standpoint, but after looking at the kind of things we wanted to do from a user experience standpoint, we decided that was not the right path.” Luxurious units are additionally not in Fitbit’s curiosity. “I come back to the company vision which is to help everyone in the world be healthier. Luxury does not do that,” says Becker.

“We want our products and price points to be accessible and I don’t think pushing luxury, doing a $5,000 solid gold Versa achieves that. Yes its a PR play and you see it in a couple of websites and fashion magazines, but does it move the needle in terms of driving health for broader populations? Not necessarily.”

However there’s potential to transcend the wrist, and it’s one thing Fitbit is considering. “We’ve looked at the ear, we’ve looked all over the body and off the body,” says Yuen. “At the end of the day though it does come down to form factor and social acceptance. So when people want to measure their HR, they’re wearing something on their wrist, it makes sense to measure it from their wrist.”

“We’re interested in everything,” provides Friedman. “Every sensor under the sun. We prioritize, but we’re open to everything because we need to try a lot of new things. The market will continue to change – and new things will become more socially acceptable.”



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