NEWS COMMENTARY

Google buys Fitbit for $2.1 billion

Published:
November 04, 2019
Services:
CPG More...
Priorities:
“Better-for-You” Transformation More...
Activities:
Acquisition
by Danielle Bradnan
Very important

The previously reported speculation that Google would acquire Fitbit has become reality. Google has struggled to enter the consumer wearables market, and Fitbit's recent forays into Asia have also strengthened the value proposition, as many tech giants are looking to the largely untapped APAC market. However, the key challenge that Fitbit has faced in its rocky history has been a stubborn refusal to move outside wellness (despite a wealth of healthcare data and some mild course corrections), in contrast to competition like the Apple WatchFor this acquisition to be valuable, Google will have to continue those course corrections to leverage the data and hardware capabilities of Fitbit into a contender in health, not just wellness.

For the original news article, click here .


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