Fitbit has rapidly become the largest global provider of fitness and activity tracking wearable technology, offering a variety of products designed to help customers track their activity and sleep patterns, plus accompanying software designed to encourage users to become more active, enjoy better quality sleep and mind their water intake and diet. The company has experienced strong growth of its products for a number of reasons, including the media attention given to personal health and activity plus the relatively low price of many of its products. In developed smartphone markets, Fitbit have gradually moved into the more expensive smartwatch sector but their devices still contain a keen focus on activity tracking and because of a slightly different application set up, usually much better battery life. Even so, it is the lesser priced activity trackers that continue to deliver strong growth for the company despite the Android Wear, Galaxy Gear and Apple Watch competition.
However, until recently Fitbit’s activity tracker products were not officially available in India. This has now changed thanks to a deal between Fitbit and Amazon India, which means Fitbit’s entire catalogue is now available to order. This includes the relatively new Fitbit Surge HR and Fitbit Charge as well as the older, more established activity trackers. Prices range from IR 3,990 (a little over $60) for the Fitbit Zip through IR 6,990 for the Fitbit One and Fitbit Flex models (around $110), up to IR 19,990 for the Fitbit Surge (a little under $320). Fitbit’s smart scale, the Aria, is also available for IR 9,990 (approximately $160). Fitbit’s software is freely available for the Android platform, but the devices typically require Bluetooth 4 or later to connect. Fortunately, many of modern devices include Bluetooth 4 as standard.
This is an important development for Fitbit: openng up the Indian market should allow the business to aggressively sell into a rapidly growing gadget market. The lower priced activity tracker models have experienced strong growth partially because of their inexpensive price, but also because they work very well with a smartphone and India is a market experiencing high smartphone growth. As India’s growing smartphone customer base expands, more and more people will take an interest in personal activity trackers and Fitbit has significant mind and market share.