after closing fitbit acquisition, google is going big with wear os
Wear OS: A Renewed Strategy for Google's Wearable Platform
For a considerable period, Wear OS has occupied a relatively minor position within Google’s suite of operating systems. This isn't due to a lack of investment or collaborative efforts, but rather a consistent inability to achieve significant success in the wearable technology market.
Apple has maintained a dominant position in this sector for some time. Despite partnering with major consumer electronics manufacturers, Google has struggled to make substantial inroads into Apple’s market share. Industry data from Strategy Analytics categorizes Wear OS within the “other” segment.
Partnerships and Acquisitions: A New Approach
Google’s current strategy centers around partnerships, specifically combining forces with other key players. This is notably exemplified by an agreement with Samsung, acknowledging the success of Samsung’s open-source Tizen operating system.
Initially, this collaboration appeared unconventional. However, Samsung’s development of its own Tizen-based system has proven effective, positioning the company as the second-largest player in the smartwatch market, trailing only Apple.
During the recent I/O keynote, Google announced a partnership with Samsung, aiming to “integrate the strengths of Wear OS and Tizen.” The outcome of this collaboration remains to be seen, but it will be compelling to observe these two industry leaders uniting to challenge Apple’s supremacy.
From a developer’s perspective, this alliance suggests the potential for creating unified applications compatible with both platforms, addressing a long-standing issue of limited app availability for both Wear OS and Tizen.
The Fitbit Acquisition: Focusing on Health
The acquisition of Fitbit also clarifies Google’s strategic priorities. While Fitbit was a leader in fitness trackers and smartwatches – partly through its earlier acquisition of Pebble – the primary motivation appears to be health-related capabilities.
Health monitoring has become a central focus in the wearables market, and Google’s acquisition seems primarily geared towards integrating Fitbit’s health data and expertise. “[A] world-class health and fitness service from Fitbit is coming to the platform,” Google stated.
The company intends to incorporate Fitbit’s tracking features and integrate Wear OS functionalities into Google’s hardware offerings, effectively merging the capabilities of both companies.
“Health and fitness tracking is fundamental to wearables,” Google explains in a blog post. “With the latest Wear update, we are integrating Fitbit’s extensive health expertise into the user experience. Fitbit’s popular features, such as progress tracking and on-wrist celebrations, will encourage users on their path to improved health.
Enhanced User Experience and App Integration
The user interface has also undergone significant improvements. Applications like Calm, Sleep Cycle, and Flo will now feature dedicated tiles, and shortcuts will be readily accessible from any screen.
Several of Google’s core applications, including Maps, Assistant, and Pay, are receiving updates. Google Pay is expanding its availability to 26 additional countries, supplementing the 11 where it is currently offered.
Furthermore, a Watch version of the YouTube Music app is scheduled for release later this year.
These updates are expected to be rolled out later in 2024.