Wearable smart products into the corner?

April 21 news, when the market rumors that Nike will give up the FuelBand hardware business and focus on software, there are people who do not really need to. The dynamics of the smart hardware market will continue to evolve in the coming days. Both Google and Apple will devote more patience and technology to this market. Google's continued investment in smart glasses, and Apple's iWatch can not drop the hammer because of the smart hardware market, Apple is still not surprising to the user, in this case then more preparations, do not mistakenly cut the firewood This is also the unchanging truth throughout history.

Just as Steve Jobs launched the iPhone, he has been reluctant to launch a larger or smaller-sized iPhone. This kind of persistence is an understanding of user habits. Of course, changes in the market eventually made Cook choose to change, but also because of competitors. The impact of screen products is too strong, stubborn is not necessarily a good sign. Now in the smart hardware market, in accordance with Cook's habits should be introduced earlier similar to iWatch products, but has not emerged, indicating the highlights: First, the product is not stunning enough, it is difficult to obtain the imagination of the market. The second is that Apple has not found any more in the application or integration of intelligence. In desperation, only waiting?

Of course, the market has been rumors of Apple iWatch's various product speculations, including Apple's foreign talents. However, neither the iWatch nor the iTV that the market had previously hoped for has been honored. Therefore, when Nike also began to abandon the hardware products, you don't have to be overwhelmed. When the market's expectations are not met, it may be a strategy to set aside the pace. Of course, Nike does not think so. Soon after the market rumors came out, Nike also issued a voice that it will not give up the FuelBand hardware business and will launch new products.

Whether it is a marketing strategy or not, in short, in the smart hardware market, Nike is a predecessor, although the performance in the market is very good, but it did not fall to the end, but not enough eye-catching. Market rumors are certainly not groundless, even Nike also said that the company's digital sports sector does reduce a small number of employees, which is the market interpretation of Nike to give up FuelBand hardware business a support point.

The sound given by Nike is that it will continue to improve the Nike+FuelBand application and launch a new METALUXE. Market interpretation is that Nike may want to reduce equipment inventory, but will not completely give up this business. However, due to high costs, difficulties in manufacturing, and low profits, the company's discussion of FuelBand's future plans has been shelved for months. So will it sell this business in the future? This is probably an unknown number.

In fact, Nike is also trapped into a situation where talent is scarce, because, FuelBand has not yet released Android applications, many users often complain about this issue. In the key areas of the wearable market, Nike's data analysis capabilities are still at the most primitive level. These are some of the obstacles to limiting Nike’s digital development. Some people even said, "Nike collects a lot of data, but we don't know how to use it. Nike will not explore this market." The evolution of big data applications or smart technologies clearly has many difficulties for Nike to cross over. , this may be the long-term Internet companies, Nike then why not introduce more collaborators?

In fact, due to application restrictions, the positioning of wearable intelligent hardware devices has been discussed by the industry, but there is no conclusive, because simply as a fashion product, lack of application of the foundation and fashion. If we introduce the concept of health, the concept of human body, etc., the degree of acceptance in the mainstream market does not reflect much enthusiasm. This is precisely a watershed for the development of wearable smart hardware products.

In fact, at present, there are many companies in the market that have launched a variety of health tracking devices, but the enthusiasm of users is not rising. In fact, smart wristbands usually monitor the number of steps, heat, pulse, and sleep time. These data are difficult to reflect the user's actual physical condition. In addition, the profit of hardware business is usually lower than that of software business. How to bridge this gap has not yet found a better way, perhaps software services and applications can bring more benefits, but there is no hardware support, and to bring users the data they really need is the key, in this Obviously there are still quite a few distances to cross. This is probably one of the potential elements of Nike’s unwillingness to develop hardware.

Of course, because the contents of health, human body, and life applications are one of the foundations of intelligent wearable hardware products in the future, Nike's determination to abandon this market is not strong enough. What's more, more and more companies now regard the wearable market as one of the future development trends, and the enthusiasm to enter this market is also high. For example, Facebook acquired Oculus, a manufacturer of virtual reality helmets; Intel bought Basis Science, a wearable device maker; and Google provided Android systems for wearable devices. Judging from the recruitment information, Apple is also strongly wearable technology. In this context, Nike is still hesitant.

However, it can be seen from layoffs that Nike’s confidence has been hit, and the future investment in wearable hardware will be compressed. This is also an indisputable fact. Perhaps selling a wearable hardware business is also a good choice. Focusing his energy on the health movement sequence is the key to subsequent development for Nike. The smart hardware itself is the advantage of Internet companies, such as Apple, Google, Amazon, and so on, the future of the fight may be with these giants entering, will be more diversified and white-hot, as soon as possible to make a choice, for Nike, it is also Sensible.