- Fitbit is launching a Premium Subscription of $10 to deliver an enhanced and personalized user experience.
- The team is also introducing two new wearable models, Versa 2 and Aria Air.
- The offerings will be rolled out in the USA this September.
- The premium service will be available in multiple languages next year.
Fitbit is all set to write a new story. After leading the hardware market in the healthcare and fitness domain, the brand has now planned to focus more upon its software services.
In a recent event at Manhattan, James Park – CEO of the brand – declared that they are introducing the Fitbit Premium Service for $10 monthly and $80 annually.
This service will take the experience of users beyond what is already offered by the existing app features. It will provide users with detailed information about their health and sleep, which will be more than what is already offered by Fitbit’s free app. It will serve users with 9 guided health and fitness programs, with enticing names like “Get More Zzz’s”, “Habits for Restful Sleep”, “Kick Your Sugar Habit” and “Understanding Calories”.
Apart from this, the service will also aid users with an improved breakdown of Fitbit’s new Sleep Score feature. It will foster user engagement with gamification and thousands of videos and audio workouts. And in fact, it will offer better content to users by collaborating with Daily Burn, HeadSpace, and Yoga Studio by Gaiam.
This premium subscription model has already gone live in Australia and New Zealand. They will be rolled out in the US by the end of this month and in 17 English-speaking nations by this fall.
However, this is not the last of their strategies to rule the marketplace.
The Fitbit team, seeing the impact of mobile app localization, will make their premium service available in many more languages in 2020. They will focus more on providing notifications and nudges throughout the course and program to give an ultimate experience.
Besides, they will shift to a platform-agnostic model and shift to better revenue sources, beyond the existing hardware-revenue model.
“Long-term, we see Fitbit Premium as something that can be used with other devices as well, whether it’s an Apple Watch, Garmin, etc.” said James Park, CEO of Fitbit. “But initially we’re focused on our existing users, because we have a lot of them.”
However, this does not mean that Fitbit is turning back to the hardware market they are already ruling. The brand, in addition to this premium subscription model, has also announced the introduction of two wearable models, Versa 2 and Aria Air.
The Fitbit Versa 2 will be the upgraded version of Fitbit Versa that will come up with features like on-device microphone, swimproof design, new sleep tracking features, and longer battery backup. Whereas, Aria Air will be a low-cost smartwatch that offers facilities like real-time tracking of heart rate, sleep and nutrition data, BMI, and more.
All these new announcements are directed towards the fact that Fitbit is going to deliver a revamped user experience in the Healthcare domain. And eventually, give a stiff competition to Apple, Xiaomi, and other top players, making it imperative for them to come up with something new yet similar to remain in the marketplace.
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