The Apple Watch is coming soon, leaving less time for other wearable devices, especially bracelet manufacturers.
Recently, William Power, an analyst from Baird, reported an unfavorable trend in the rival industry: in a survey of 3,400 US consumers, up to 85% said they did not want to buy a sports bracelet. About one-third of the respondents who want to buy a sports bracelet said that they want to buy Fitbit, and about one-third said they will wait for the launch of Apple's Apple Watch, which covers the bracelet. However, it is worth noting that up to 85% of respondents said they do not want to buy sports bracelets.
After the first two years of rapid growth, the overall share of the bracelet market represented by Fitbit, Jawbone and Misfit (Nike has withdrawn from the market) has been dominated by Android Wear and other third-party platforms since last year. A dry smart watch is eaten.
Faced with such a severe form, most of the bracelet manufacturers' product lines have begun to develop towards two levels, a streamlined function, a trend toward professionalism and intelligence, and an emphasis on design quality, such as the delayed Jawbone UP3. The other is a “super bracelet†that is big and powerful – not only powerful but even with a display to include many of the features of smart watches, such as the Fitbit Surge just launched.
At the end of last year, Microsoft's "super" bracelet joined the battle. At the just-concluded CES 2015, a number of manufacturers showed off new bracelets.
However, for now, those bracelet manufacturers seem to have not found a good way to deal with the "super-powerful" smart watches represented by Moto 360 and Apple Watch. The author also believes that although it is still the "golden age" of smart wearable devices, wearable devices that only provide basic motion tracking in the future will not be able to survive.
A new class of smart wearable devices, such as the Apple Watch, not only tracks the user's exercise and fitness, but also performs data analysis, social sharing and other derivative operations, and helps them complete a variety of intimate tasks on their wrists. For example, you can view the most frequently viewed messages such as weather, stock market, calendar, etc. in real time. There is no doubt that such new devices will change the existing wearable market landscape.
On the other hand, most of the existing sports bracelets still stay in the device to collect data, and the mobile app presents a relatively basic level of basic data. And the effect of these operations, including the results, does not have much practical significance for the user. I tried to wear Fitbit before, but I didn't continue to do it in less than a week. Looking at the number of steps and calories recorded on the mobile app, I didn't feel like what to do next. Do people really care about how many steps they have taken, or just to show a fresh or well-known sports health reason.
Sports itself is a selling point, but it is not the only selling point. A "magic formula" has been proposed that allows people to wear wearable devices.
Visual appeal (including fashion appeal and user needs) + adaptability (including applications, APIs, and opportunities for developers) + excellent software platform (including good design and ease of use) + motion sensors (various A variety of sensors, not just the number of steps recorded) = hot products
The Android Wear watch that emerged last year basically conforms to this formula. Its representative Moto 360 not only has visual appeal, but also offers a variety of applications, as well as a variety of motion sensors. However, the platform itself gives us the feeling that more optimization is needed. Of course, the Android Wear platform is still in the early stages of development, and Google is still expected to take the lead in the future.
Although no company has really opened the market for wearable devices until now, Apple, which is about to launch smart watches, is expected to achieve this goal. Even though Apple Watch has some controversy in appearance and design, its more fancy user experience is still worthy of everyone's expectations, not to mention Apple's expertise.
However, if Apple Watch can really reach the forecast of 24 million sales targets this year, those pure sports bracelets may really face the catastrophe. Of course, everything has to be decided by consumers and the market.
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