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Fitbit

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Ogonnaya Kalu

on 12 December 2013

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Transcript of Fitbit

Small Steps. Big Impact

Introduced in 2008 by co-founders Eric Friedman and James Park in San Francisco
Tracks:
Steps taken
Distance traveled
Calories burned
Activity intensity
Sleep

*Discontinued
April 2012
September 2012
September 2013
May 2013
October 2011
September 2008
Fitbit Aria
Tracks:
Weight
Body mass index (BMI)
Percentage of body
fat of the user.

Fitbit Zip
Tracks
Steps
Distance
Calories burned

Fitbit Flex
Tracks
Steps
Distance
Calories burned
Active minutes
Sleep
Fitbit Force
Tracks
Steps
Distance
Floors climbed
Calories burned
Active minutes
Sleep
Fitbit Classic
Fitbit Ultra
Upgraded Hardware

Tracks:
Steps taken
Distance traveled
Calories burned
Activity intensity
Sleep

*Discontinued

Fitbit Evolution
Fitbit One
Tracks
Steps
Distance
Floors climbed
Calories burned
Active minutes
Sleep

Vision
Create a wearable product that would change the way we move.
Mission
To empower and inspire you to live a healthier, more active life.
To design products and experiences that fit seamlessly into your life so you can achieve your health and fitness goals, whatever they may be.
Purpose

Fitbit designs products and experiences that track everyday health and fitness, empowering and inspiring people to lead healthier, more active lives.

Philosophy
Small Steps. Big Impact.
1. Everyday steps add up to a big impact.
2. Stay connected, stay motivated
3. Make health a habit, one day at a time
Anatomy of a Fitbit User
MOTIVATE
&
REWARD
MOVE
MEASURE
UPDATE
ANALYZE
UPDATE
Customers are given real time information through Fitbit’s mobile apps. The new Bluetooth Smart technology integrated with its newest devices allows data to sync wirelessly to the fitbit app on phones and tablets.

Fitbit also provides customers with a wireless sync dongle that is plugged into the usb port of the computers. The user has to simply walk by the computer in other to sync the tracker and update information to the user’s dashboard.

Data Analysis
REFERENCES
http://www.fitbit.com
http://www.wikipedia.com/fitbit
http://www.crunchbase.com/company/fitbit#ixzz2hdqGvET0
http://venturebeat.com/2013/10/04/pebble-glass-iwatch-gear-fitbit-fuelband-64m-units-shipped-by-2017/#JJ6lwFJpFUGfYRQe.99
http://www.inc.com/abigail-tracy/the-leader-of-the-quantified-self-staying-in-the-lead.html
http://www.entrepreneur.com/article/223780
http://www.edutopia.org/blog/video-games-learning-student-engagement-judy-willis
http://www.nike.com
http://www.jawbone.com
MOVE
Customers are able to access their data through Fitbit trackers, mobile apps, computers, and tablets. When the tracker syncs on one device, it is simultaneously updated on the fitbit.com website, as well as on any other devices that have the fitbit app, giving customers access to their information wherever they are.
Unsubscribed Users
Basic Tracking Features
Steps taken
Number of floors climbed
Distance
Very active minutes
Calories logged
Hours of sleep
Calories burned
Calories eaten

Subscribed/Premium Users
Basic Tracking Features
Steps taken
Number of floors climbed
Distance
Very active minutes
Calories logged
Hours of sleep
Calories burned
Calories eaten
Plus...
Fitbit Digital Trainer
Sleep, Activity and Food Reports
Fitbit Benchmark
Custom Trackers
Option to export data analysis

Fitbit Digital Trainer
Fitbit Trainer reviews the user's current activity level and creates a personalized 12-week fitness plan that pushes the user to gradually increase the user's movement.

Provides:
Unbiased activity assessment
Personalized fitness plans
Adapts to user's progress

Reports
Sleep Report
Ranks user's sleep
Sleep stats
Historical trends
Activity Reports
Ranks your activity level
Caloric burn over favorite activities
Historical trends
Progress in Fitbit Trainer plan
Food Report
Calorie intake versus burn
Expected weight change
Macronutrient balance
Distribution of calories by meal

Fitbit Benchmark
Fitbit Benchmark lets the user explore the entire Fitbit database to see how the user stand up against their peers. Increase user's motivation and set new wellness goals by comparing
Weight
Activity
Sleep

ANALYZE
Unsubscribed users have access to basic tracking features

Subscribed users get access to basic tracking features and more in depth analysis of the information collected.
Fitbit trackers sends data collected to computers through its wireless sync dongle, and to mobile devices through its Bluetooth Smart technology.
Fitbit uses cloud technology to allow data collected to be updated on all of the user's devices. All data collected automatically goes to the user’s dashboard on fitbit.com. The success of Fitbit’s premium subscription service is in its ability to gather massive amounts of information to the cloud from subscribed customers, analyze this data and present the analysis to customers in clear and concise ways.
Everytime the user opens up the Fitbit app or comes within 15 feet of the wireless sync dongle plugged into their computer, their data is updated and instantly available on their other devices.
The Dashboard
BASIC VS PREMIUM
SUBSCRIPTION
Dashboard
Fitbit keeps users motivated by allowing them to set goal and customize their dashboards to line up with their goals. Users have the option to keep their dashboards private or make them public, allowing members of the community to see their goals and progress.
Social Media
Fitbit connects with its customers through different social media sites and through its online retail store. Fitbit has a page on its website dedicated to social media posts. There, customers can see tweet and posts of celebrity and fans wearing fitbit trackers. This helps market and promote the fitbit trackers, and also motivates fitbit owners to keep using the trackers to reach their goals
Fitbit Social Network
Fitbit allows customers to create social networks through their dashboards, and turn their healthy lifestyle goals into friendly competitions. Customers add other friends that use Fitbit trackers to their networks. There, they can send messages to encourage and motivate friends, or taunt them.
Community Groups
Fitbit provides a platform for customers to connect with each other. Fitbit allows customers to create specialized community groups that bring users who have the same interests and lifestyle goals together.
Forums
Customers forums help Fitbit gain greater insights into how customers feel about the trackers and what improvements can be made to the next iteration of trackers.
MOTIVATE
Fitbit gets and keeps users motivated by connecting with them through social media and fitbit.com
Measure
Fitbit trackers are designed to be small enough that it goes unnoticed by the user, but has technology sensitive enough to detect and record almost every move the user makes. The trackers have displays that provide the user with tracking information, such as steps taken, distance traveled, etc. The user-friendly interface allows users to easily access information on the go.
Tap with a foot to cycle through display
ARIA
"Flex uses five white LED indicator lights to show you how your day is stacking up against your goals. Each light represents 20% of your goal. Just tap the display twice to see your progress against your daily goal."
FLEX
Tap the button on the side to cycle through display.
FORCE
Tap button to cycle through displays
Steps
Distance
Calories burned
Floors climbed
Flower (grows and shrinks based on recent activity)
Clock
ONE
Tap face to cycle through displays
Steps
Distance
Calories burned
Fitbit Smiley (highlights your recent activity level)
Clock

ZIP
Goals
"Everyday steps add up to a big impact."




Set weight loss/active goals on fitbit dashboard
Fitbit sets recommended daily steps that can be adjusted by the user
Fitbit sets recommended daily caloric intake that can be adjusted by the user
Frequent Feedback
"Stay connected, stay motivated"




Fitbit keeps users motivated by keeping track of their daily goals, and alerting users when they are close to achieving their daily goals.
Fitbit friends send encouraging messages in order to keep each other motivated.
Achievement Badges
"Make health a habit, one day at a time"




Fitbit sends users badges when they reach milestones, i.e. losing the first 5 pounds, climbing 50 flights of stairs
Fitbit also alerts users when they achieve their lifestyle goals, and encourages them to keep up their new lifestyles by automatically adjusting and recommending new goals.
REWARD
The journey towards a healthier lifestyle is challenging. When people are faced with this, it is easy for them to become overwhelmed and give up before they start.

In order to keep people focused on the path to healthier lifestyles, the journey must be challenging, but achievable. People respond best when they are able to measure progress incrementally.

It is important to set individualized, achievable goals, provide frequent feedback and rewards for reaching milestones. All these elements work together to keep people focused on completing their journeys.

Fitbit encompasses all these elements.
`
Main Competitors
Nike Fuelband is mainly appealing to customers who already lead active lifestyles and want to reach fitness goals in a competitive manner.

Style Options
Wristband with 3 color options
Distribution
Nike Retail Stores
Nike.com
Apple.com
Compatibility
Apple iPhones and iPads
Main Advantages
Well known brand
Attractive interface
Integration with other Nike products


Fitbit Trackers
Fitbits are appealing to customers who are looking to change their lifestyles to become more active and healthy.

Tracker Options
(2) Clip-on trackers with 2 color options each
(2) Wristbands with 5 color options each
Wireless Scale
Distribution
Fitbit.com
Electronics retail & online stores (Best Buy, Target)
Compatibility
Apple iPhones and iPads
Android Phones and Tablets
Main Advantages
Lower Price Points
More Variety
Ease of use (Dashboard, Mobile Apps & Devices)
Extensive social community
Compatible with more devices
Wireless sync

Nike Fuelband
Jawbone Up band is also appealing to customers who are looking to change their lifestyles to become more active and healthy.

Tracker Options
Wristband with 8 different color options
Distribution
Jawbone.com
Electronics retail & online stores (Best Buy, Target)
Compatibility
Apple iPhones and iPads
Android Phones and Tablets
Main Advantages
More Variety
Compatible with more devices


Jawbone Up
What is a Fitbit?
Fitbits are activity trackers, wireless-enabled wearable devices that measure data such as the number of steps walked, quality of sleep, and other personal metrics.

The Fitbit Tracker collects activity data automatically while it is worn by the user all day. The collected data is wirelessly uploaded to a website where the wearer can see their data and track their progress toward personal goals.

Technical Features:
Accelerometer: measures motion patterns to determine calories burned, stairs climbed, distance traveled, steps taken, and sleep quality
Altimeter: measures floors climbed
Vibration Motor: vibrate when alarms are set to go off


CONNECT
Fitbit makes it easy to achieve a healthy lifestyle by automating the collection of health data and providing a motivating and entertaining user interface.

Fitbit revolves around developing social fitness communities with customers.

Fitbit is able to reach customers through social media, as well as its own online communities, forums and networks.

Fitbit is able to extend their reach to customers by forming relationships with organizations, and allowing fitbit trackers and interfaces to be integrated within these organizations.
PARTNER


App Developers
The Fitbit API allows developers to interact with Fitbit data in their own applications, products and services.
Fitbit currently interacts with 33 mobile & online applications

Corporations (Corporate Wellness Solutions)
Fitbit sells products to self-insured employers who distribute the products to their employees in an effort to make them healthier and lower direct health care costs.
Fitbit @ Work programs include: reports on employee participation, pre & post sales support, bulk rate pricing, and best practice for program design.

Health Organizations
Fitbit is currently working to integrate their trackers into Healthcare and Insurance companies that would use fitbit trackers to offer customers benefits for reaching fitbit goals


COMPETE
Insights
Fitbit's success so far has been dependent on its ability to form deep trust and relationships with customers by making fitbit about social community.

Fitbit needs to keep working on these relationships in order to remain ahead of current and emerging competitors.
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