Function Before Fashion: Navigating the Developing Smartwatch Market
The wearables landscape is crowded with countless competing devices, all with different strengths and weakness when it comes to functionality and wearability. Basis, a wearables company that has been struggling to delight consumers, recently announced the more fashionable Peak Titanium Edition smartwatch in an effort to appeal to a new segment of consumers. While fashion is becoming increasingly important in the wearables market as a whole, Basis users have more basic usage complaints that must be addressed in addition to exterior improvements, if Basis is to join the ranks of Microsoft, Motorola, and Pebble as a top delighter.
The Basis Titanium Edition touts an updated titanium frame and cognac leather strap, but the less flashy software updates are likely to have a larger impact upon improving the consumer experience. This emphasis on style appears to be an attempt to match the fashion conscious design of some of the most delightful wearables, but Basis consumers have had more pressing complaints about availability of data and app compatibility, placing concern about style below these basic usage matters.
Though the new flashy fashion update is stealing headlines, the big news for users is that Basis also updated its app to allow users to share their Basis data with “either Apple’s Health app or Google Fit.” This update increases Basis connectivity and allows users to make the most of their device by syncing it with others.
While fashion has recently become a hot topic in wearables creation due to Apple’s unyielding influence, companies must be aware that a wearable device must first offer a solid, usable interface to ensure that it will make a difference in the life of the user, before focusing on glitz and glamor. Companies like Motorola, Pebble, and Microsoft are fusing function with fashion to create devices consumers want to use.
Fitbit maintains majority mindshare of the wearables market, but as other wearables companies are refining the smartwatch, the fitness band giant is losing clout in this developing subset. Learn more about Fitbit’s vulnerabilities ahead of their IPO in our Fitbit Demand Report.
Argus Insights is constantly tracking consumer feedback in the wearables market to determine which brands are winning, which attributes are top of mind, and most importantly, why. Clients of our full services have access to real time data and insights, please contact us with any questions.