World’s coolest looking fitness band gets a refuel
This week saw the unveiling of the brand new Nike Fuelband SE at a launch event in New York. The second generation of Nike’s fitness tracker, like it’s predecessor, provides users with a universal means to track movement all day in order to earn NikeFuel points, with a few new improvements.
The Nike Fuelband SE has seen a number of enhancements. Internally it is now fitted with lower-power Bluetooth 4.0 allowing for automatic synchronisation with the Nike+ iPhone app. The wristband has also been upgraded with a super seal for better water resistance making it splash and shower proof. However it is not fully water proof and cannot be submerged in water for extended periods (i.e swimming). Progress is displayed via an eye catching array of LED lights at the press of a button.
The main proposition of the Nike Fuelband SE is how its ability to to ‘track everything’. Measuring whole-body movement all day regardless of age, weight or gender, the device now tracks not only how much the users moves, but also how often and the level of intensity. It also provides real-time feedback, move reminders and insights to help the user ‘move better’.
Sessions: The first generation Fuelband was criticised for failing to recognise that some activities use more energy than others. The SE has addressed this issue and with its sessions feature that allows users to fine-tune the band, define the start and end of a session and then tag the specific activity. Activities such as yoga and even sleep can now be tracked.
Groups: The ever important social aspect of fitness is incorporated into the Nike+ service where friends in a group can share achievements, provide encouragement, set shared goals or compete on leader boards.
NikeFuel Rate: As users move they earn ‘Fuel’ which accumulated with increased duration or intensity. This feature displays Fuel earned per minute using red to green colour coding to provide a mental push toward a fitness goal.
Enough fuel to take on the market?
According to a new report from Juniper Research the sector will grow from $1.4bn (£878m) of annual sales this year to $19bn (£11.9bn) by 2018. The wearable fitness tech market is booming and becoming highly competitive. The Fuelband SE launch came a fortnight after the Fitbit Force was unveiled, with Adidas, Garmin, Jawbone, iHealth and Withings already jostling for a piece of the pie. Not to mention the new Samsung Gear Smartwatch and Apple’s forthcoming iWatch. Some market analysts have already spoken sceptically of the Fuelband SE, wondering if they might have missed a trick. First of all the absense of a heart monitor sensor is something of disappointment, with many watches on the market already offering this. Also casting a shadow are new technologies such as Apple’s motion processor which extends battery life and Fitbit’s altimeter. Finally is the lack of an android app which loses the Fuelbands appeal to most phone users. But there’s no denying that of all fitness bands on the market, the Fuelband is the coolest looking by a mile. The Nike Fuelband SE goes on sale on November 6 again priced $149.
Nike announces target for FY17 revenues of $36 billion
Coinciding with the FuelBand SE unveiling, Nike Inc provided an overview of its progress on key strategic initiatives to achieve sustainable, profitable long-term growth. During an investor meeting at its world headquarters in Beaverton, Ore., the Company stated it expects to deliver revenues of $30 billion by fiscal year 2015, at the top end of its previously announced fiscal year 2015 target range of $28-30 billion and shared a new fiscal year 2017 revenue target of $36 billion. Additionally the Company reaffirmed its long-term financial model of high single-digit revenue growth, mid-teens earnings per share growth and expanding returns on capital.
Nike President and CEO Mark Parker, said:
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