Release date: 2014-07-25
The health and fitness market is booming, and Nike, Jawbone, and Fitbit all have related wearables, but with the entry of Apple and Google, the market is changing rapidly. Hardware is no longer an advantage, especially after tracking heart rate, blood pressure and other functions become standard for smart phones, the software platform will become the backbone, responsible for managing, analyzing and sharing data. More importantly, in the medical field where supervision is extremely strict, Apple and Google can win the trust of doctors with their strength and fame, which is impossible for start-ups to achieve.
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Tech journalist Mike Dittenber had always wanted to play skydiving, but he has not been able to do so. "The only problem is that my weight of 150 kilograms exceeds the weight limit required for skydiving." He said helplessly. "I saw a doctor last spring and got more bad news: I am at the threshold of diabetes and high blood pressure." Line.†Ditanbo’s doctor warned that if he couldn’t control his weight quickly, he would have to take medication.
"This has sounded the alarm for me," Ditanbo said.
Di Tambo had tried the weight loss center in the past, but it was a while, but it didn't last long. In the end, he decided to use MyFitnessPal, a smart app that helps users track calorie intake and fitness. "I also bought a treadmill for use with MyFitnessPal," he said. "I don't hate running, and I don't like it, but I can accept it." In addition, Ditanbo also purchased the Runkeeper app and Garmin Forerunner. 220 is used to track the running distance and calculate the appropriate speed. Since using these health devices and building their own databases in June 2013, Ditanbo has lost 50 kilograms of fat.
Using smart phones as the health application data hub, tracking and analyzing exercise data has become increasingly popular. MyFitnessPal previously said that it has registered 65 million users. However, the success of this app is only part of the success of the health app. In the first half of 2014, the investment in this field reached US$2.3 billion, far exceeding the 2013 full-year figure. More importantly, the Big Three, including Apple, Google and Samsung, will reach out to the health platform, aiming to introduce "application + device" integration solutions to consumers.
“We are at the tipping point,†said Harry Wang, an analyst at Park Associates, a health and mobile research organization. “Health devices and applications have experienced rapid growth, but they still belong to relatively small markets. If new The ecosystem can attract users and ultimately push the industry into the mainstream.†While not ensuring success, Harry Wang believes that the digital health industry is backed by a strong company. Apple's Healthkit and Google's Google Fit, which can get a larger base of users, can also be associated with traditional health industry organizations, which is difficult for start-ups to rely on. “This market will change, there are big winners, and there are also frustrated people,†added Harry Wang.
Hardware is no longer preferred:
For many years, the digital health industry has been driven by Fitbit, Nike's Fuelband, and Jawbone wearables. But if the smart machine industry giant can build a platform for health and fitness data, the hardware-first business will be in trouble. “Fitness wearables have many basic features, including tracking distance, heart rate, etc., but this will be standard on smartphones or watches only,†says Harry Wang.
Perhaps seeing the bottleneck, Nike has decided to stop producing Fuelband hardware and focus on the software ecosystem. Lark, another startup that launched the fitness bracelet, also announced the abandonment of hardware products, specializing in applications, and has been integrated with Samsung's S Heath platform.
Larry CEO Julie Hu said: "We recognize that smart phones with low-power sensors are the ultimate wearables."
Leonard MacEachern, a professor of electronics engineering, said: "If I still rely on a speedometer to build fitness equipment, it would be horrible. Unless you have more than the technology of Apple's Google smart phone, otherwise You will be swallowed up."
According to industry insiders, 2012-2013 is the eruption period of wearable devices, but this market is changing rapidly. Apple, Google, and fitness equipment vendors are all working on building their own ecosystems: Jawbone and Fitbit both open APIs to share data with other different applications. While this is a wise choice, the smartphone system platform provides a cleaner, more seamless experience.
Software becomes king:
Although some hardware giants have encountered setbacks due to the rise of the smart machine health platform, application developers have benefited a lot. Malay Gandhi, a partner at venture capital firm Rock Health, said: "Fit devices such as Fitbit and Jawbone are necessary to drive the industry forward, but their market share has never reached 2%, 3% or more. As the backbone of this ecosystem, software companies can instantly get tens of millions of new users."
Gandhi believes that this change will expand the user base in the digital health market. “At this stage, the use of such healthy wear products is early enthusiasts, technical bulls, they have a quantitative lifestyle, and for those young people who want to optimize their athletic ability,†Gan Dexi said. At the baseline, the elderly and those who don't know the technology can try these services. Users won't learn how to pair with more than a dozen different apps with a bracelet, but they will use the custom software on the iPhone."
If the smartphone becomes the default platform for consumer health and fitness data, will the application be a big winner? Julie Ask, an analyst at market research firm Forrester, said: "I think the best performers of these services are the platforms that build the entire community. People are really obsessed with competition, which creates a group of active users. And then attract everyone to reuse the app."
One "Apple" per day:
Time to return to 2008, Google launched the Google Health project to help users easily access drug data stored in different media. But unfortunately, the project failed to take off, and Google officially closed Google Heath in January 2013. However, Google subsequently launched Google Fit, which is not the purpose of interconnecting the world's major hospitals and clinics. Rock Health's Gan Dexi commented: "I think Peggy and Brin (the two founders of Google) are cautiously involved in this highly regulated market, but Google will focus on fitness and nutrition this time, and that is less. Ambition and ambition."
Instead, Apple has teamed up with doctors and health providers to break down barriers. At the WWDC (Global Developers Conference), Apple announced an effort to collaborate with Epic, which handles 51% of all US patient records, marking the ability to begin digesting health data for more than half of all US patients. At the same time, doctors will be able to monitor the condition of these patients. “Apic's blood pressure is known to the patient's blood pressure before the visit, which is welcomed by physicians,†says Iltifat Husain, medical magazine iMedicalApp editor. “At this stage, the data is randomized by patients. Storage will result in irregular drug use by doctors."
But for doctors, this service also has shortcomings. Doctors face huge amounts of data and information, and they must choose valuable and accurate content. Gandhi said: "The biggest challenge for physicians is data accuracy and drug usage. They have questions, do I really want all the data? Can I trust it? If the data is wrong, I will not be sued, or I Is it missing data?†But in terms of earning trust in the medical industry, Apple, Google and Samsung are already at the forefront of startups, but the road ahead is still full of thorns.
Dreaming skydiving:
Earlier this month, Di Tambo finally jumped into a dream. He said: "When the plane climbs through the clouds, I can feel my heart beat faster. When we jump out of the cabin, we are above the clouds, and after passing through, the entire bay scene is unobstructed. It's all wonderful!"
Ditanbo is fortunate to be in the world of smart phones, and each user can easily view their health and fitness data and share relevant information with doctors. "When you can really know what's in your mouth, how much exercise you don't guess, it will give you the feeling of being in control."
For investors in the digital health arena, Ditanbo's experience heralds major changes and future prospects for the industry. "It's not yet known how big the market is. Once many people start using devices that track heart rate and daily exercise data, chances are an incredible new opportunity," Gandesh said.
Source: Tencent Technology
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