Fitbit-There’s a fit for everyone.

Mavis Chng

Key differentiating feature from other fitness trackers. Different models and designs for different needs, and range of colours for bands, to suit everyday use. According to Fitbit, “Get fit using YOUR way.”

Target market:- 18- 45 years old (approx)- Males and Females- Health conscious, or aims to become healthier- Comfortable with technology, owns a smartphone- On social media

Mavis Chng

- Wearable technology gains popularity in recent years, as people become more health conscious.- The very first fitness trackers had designs which are dull, plain and boring. Newer designs aim to

make wearable tech fashionable, and integrate into our daily lives.- Different Fitbit trackers gives people the option of how they want to work towards their fitness

goal. Different people will set different targets, and ways to achieve their goals. Eg, Everyday fitness VS Active Fitness Vs Performance fitness. A 25 years old female office executive whose only form of exercise is brisk walking requires only a Fitbit Flex, while a 30 year old male professional gym trainer will need a Fitbit surge. The lady needs a trendy device, and change the straps of different colours to suit her office wear, while the man can have a more rugged look device.

- Fitbit overcame the limitations of Jawbone by allowing users to connect to the mobile app using Bluetooth, while older models of Jawbone could only syncing of data by plugging the iPhone to connect with the app. Fitbit allows people to track their “performance” on the go, real time update which satisfy the instant gratification psychology.

- Fitbit has a data protection policy, that assures users their information are kept private. Although there are options for users to choose to “share” some information. Fitbit issues users with “badges” if they hit a certain fitness milestone, such as walking the first 10,000 step a day, and allows user to share it on their Facebook or Twitter profiles. As part of a public social profile, people like to share as many “good” things about themselves, to portray a positive image. The badges reflect one is an active and healthy person, which fulfills the emotional needs of users.

- More people are accustomed to new technology, but for early adoption, it needs to be easy to use. Fitbit allows that ease of use, with easy navigation of the tracker and app. You do not need to be a techie to have a tracking device that can help you to become a healthier person. The barrier to participation is not high.