{"id":15050,"date":"2016-11-16T17:00:03","date_gmt":"2016-11-16T22:00:03","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/fitbit-finds-its-fit-with-digital\/"},"modified":"2016-11-16T17:00:03","modified_gmt":"2016-11-16T22:00:03","slug":"fitbit-finds-its-fit-with-digital","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/fitbit-finds-its-fit-with-digital\/","title":{"rendered":"Fitbit Finds Its Fit with Digital"},"content":{"rendered":"

Smartwatch. The Zip. Syncing my steps. It\u2019s hard to believe these terms did not exist just a few years ago. With the emergence of new digital technologies and the trend to incorporate the Internet of Things into consumer wearables, the health and fitness sector has seen a radical transformation and now provides consumers with the capability to take control of their own health.<\/p>\n

Fitbit\u2019s Business\/Operating Model<\/u><\/strong><\/p>\n

In 2009, Fitbit became the first-mover into the wearable fitness technology space. It built its business model around the idea that sensors and wireless technology could be integrated into wearable devices to empower consumers to live a healthier lifestyle [1]. While Fitbit has launched multiple fitness tracking devices, its key differentiator lies within its software integration. As Fitbit\u2019s cofounders explained, \u201cthe lack of focus on hardware was what allowed us to take over the market very quickly\u2026 2\/3 of our engineers are in software, not hardware\u201d [2]. Additionally, Fitbit\u2019s initial competitors focused on hardware, allowing Fitbit to create the most data-driven value for its users.<\/p>\n