The Fitbit Air has made a significant impact on the wearable market, quickly selling out at various retailers and potentially starting a new movement for screen-free fitness tracker bands, despite similar products like Whoop existing for years.
Google’s success with the Fitbit Air can be attributed to a few key factors, even without considering the involvement of basketball star Steph Curry as a performance advisor. Primarily, its affordability at just £84.99/$99 offers a much more economical choice compared to competitors like Whoop.
Moreover, the Fitbit brand continues to hold substantial influence, despite appearing to be on the decline. There was a considerable gap between the release of the Air and its predecessor, and Google had indicated that Pixel Watch models would ultimately replace Fitbit devices.
The excitement and initial success of the Fitbit Air present Google with a prime chance to broaden its range of wearables. It seems prudent for the company to consider following up the Air with a Fitbit smart ring.
For years, I’ve anticipated Google launching a Pixel Ring (the image above is one of the designs Gemini shared with me as a possibility, which I quite like), but I now realize it would make more sense to introduce it as a Fitbit Ring.
Such a move would make strategic sense for several reasons, beyond the fact that the Fitbit brand is closely associated with fitness trackers.
Use the Fitbit Air as the Basis
With the Air already on consumers’ wrists, Google could easily take the technology from the small pebble (pictured below) and integrate it into a smart ring.
Thomas Deehan / Foundry
This task should be straightforward for a company like Google, especially with many smart rings already available for reference. These typically consist of sensors for data collection, a battery, and wireless connectivity.
Google already has the necessary components; it just needs to incorporate them into a metal ring.
Undercut the Competition
Priced at under £100/$100, the Fitbit Air is an easy choice for many consumers. Choosing a more expensive competitor involves a more significant financial commitment, especially when considering the trust and recognition of the Fitbit brand.
A similarly priced Fitbit smart ring would likely be very popular. It would cost five times less than the high-end Oura Ring 5, four times less than the Samsung Galaxy Ring, and remain cheaper than even the most affordable smart rings currently on the market.
Thomas Deehan / Foundry
It’s important to note that products like the Air don’t need to generate substantial profits, as part of the strategy is to encourage users to subscribe to Google Health.
This is a market opportunity that Google should seize now.
It Doesn’t Need to Rival the Fitbit Air
Some might argue that a smart ring would be unnecessary for those who have just purchased a Fitbit Air. However, the two devices don’t need to compete directly. They could be used together (as the Air works with a Pixel Watch) to enhance data accuracy and possibly extend battery life (similar to the Galaxy Ring when paired with a Galaxy Watch).
Alternatively, users could switch between the two based on different needs and situations, depending on what they find most practical and preferable.
Chris Martin / Foundry
For instance, I might choose to wear the Air while playing a tennis match and switch to the smart ring for a dinner outing, allowing me to wear an analogue watch.
A smart ring could also serve as a perfect companion for Pixel Watch owners who don’t feel the need for a Fitbit Air but desire passive tracking in the background.
A Fitbit Ring Just Makes Sense
Introducing a Fitbit Ring seems logical. If Google embraces the data-centric, screen-free approach of the Air and presents it in an affordable smart ring, it could revolutionize the market.
This is currently the most noticeable gap in Google’s wearable offerings, and a smart ring wouldn’t only target individuals without a Fitbit Air or Pixel Watch; it could complement these devices and encourage more subscriptions to Google Health.
Google, are you paying attention?
