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“Immediate credibility”: Fitbit buy is Google’s latest step into gadgetry

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Ethelyn Brye is an award-winning author and blogger. Growing up in Switzerland and influenced by renowned Swiss design and a lot of fresh mountain air, she attended and completed design studies in Geneva. Post graduation she moved to Washington State to work for a design firm, but her love of writing brought her to Cyanosaur. She's highly interested in strategy rpgs, mountain climbing, board games with friends and skiing. She lives in Seattle, Washington, with her lovely cat Armstrong.

Google’s acquisition of wearable pioneer Fitbit may be a bold plunge into health and fitness technology. But it’s also just the latest step in the internet giant’s often-halting effort to become a force in consumer hardware. Once a pure software company known for its search engine, apps such as Gmail and its Android software for smartphones, Google has for the last several years been building out its own suite of hardware products. These include its niche Pixel smartphones and a variety of smart gadgets from speakers to thermostats to Wi-Fi routers, all recently rebranded as “Nest” products. Last month, the company announced a slate of new products including a Pixel phone, a Nest speaker and wireless earbuds. But its gadget sales are still minuscule compared to rivals Apple and Samsung. That doesn’t necessarily matter much to Google, which sees hardware mostly as a way to get people hooked on its software and artificial-intelligence services. Health and fitness wearables like the ones that made Fitbit famous are just one more avenue for Google to forge a presence in people’s lives. Justin Sullivan, Getty ImagesThe Fitbit Versa 2 smartwatch is displayed at a Best Buy store on Nov. 1 in San Rafael, Calif. (Justin Sullivan, Getty Images)Google has previously tried and failed to build a business in health technology, and its Wear OS software offers fitness tracking and AI for smartwatches made by other companies. But it doesn’t have its own branded fitness wearable. That seems about to change. Although Fitbit has been struggling recently against amped-up competition from Apple and Samsung, it still has one of the most recognizable and trusted brand names in wearable health tech, said eMarketer analyst Victoria Petrock. “I think this gives Google immediate credibility in the market,” she said. In a blog post announcing the deal with Fitbit, Google hardware executive Rick Osterloh said the merger would give the company an opportunity to release its own wearable device. Google is realizing that it needs to build products that are consistent and coherent, such as Apple does because it makes both hardware and software, said Forrester analyst Frank Gillett. He said Microsoft is taking steps in this direction as well with the Surface. “The Android model has been successful to a point, but it has also created a fragmented user experience,” Gillett said. Google’s last big acquisition-fueled push into a hot hardware space involved its takeover of smart-thermostat maker Nest. Although Nest functioned for years as a largely autonomous unit, last year it folded back into Google. It’s possible we might soon see “Fitbit by Google” wearables, Petrock said. But the push for Google, and increasingly other tech companies, is about the services they can sell along with the hardware. “These companies want to sort of be everywhere,” Petrock said. “They want to provide a seamless connected device experience to users across the board. And wearables are part of that strategy.” Digital health is a fast-growing market, with one study tracking more than $8 billion in venture
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