wearables market analysis - gemseek

Industry Trends and Brands Ecosystem

Oct 2014

Wearable HealthTech

Industry Trends & Consumer Attitudes

3

Executive Summary

• The Wearable Health Tech domain can be broadly divided into two main segments: wearable lifestyle & fitness (including fitness trackers in various forms) and personal health devices (devices that are more closely tied to medical analysis, diagnostic, and prevention)

• Brands within each segment are ranked using Google’s trend search methodology

• Within Wearable Lifestyle & Fitness, the top three brands that rank highest in web searches in the U.S. are Fitbit, Apple Watch, and Samsung Gear.

• The brands that appear most prominent within the Personal Health Devices category are Withings, iHealth, and BodyMedia.

• Brand categories likely to merge and blur in time.

Executive summary

• Wearable technology is surrounded by lots of hype and enjoys media and analyst interest. However, the category is still struggling to capture the interest of U.S. consumers in a way as to trigger mass adoption.

• Brands are actively innovating and applying for patents. Both hip startups and established conglomerates compete for the same consumers, trying to introduce technologies that are increasingly “smart”.

• Analysts predict that by 2019 a mass adoption of wearable devices is likely to occur.

• Major social and behavioral trends such as “the quantified self / family” will have a big role in driving the category. People will become increasingly aware of their body metrics as a means to improve their own wellbeing and care for their loved ones.

Wearable healthtech brand ecosystem Overall trends

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Industry Trends & Consumer AttitudesConsumer insights: Wearable healthtech is

relevant, but many concerns need to be addressed• 46% of Americans are interested in owning a watch or wristband type wearable tech device, with

over one-fourth specifying that they are very or somewhat interested (27%). • Glasses attract slightly less interest• Skepticism is still widely spread, with half of US consumers consider wearables to be just a fad

Sources: Emarketer, PCMagHarris Poll conducted online within the United States between September 18 and 24, 2013 among 2,577 adults (aged 18 and over).

Watch or wrist-band type

wearable tech

Headset or glass wearable tech

Some other type of wearable tech

46%36%

46%

Other

Interest in wearable techI'd only be interested if it could replace something I already use, such as a smartphone

I think wearable tech could be useful for my life

I think wearable tech can be stylish

I think wearables tech is just fad

Not likely become common, the way smartphones have

38%

40%

43%

49%

49%

Wearable tech concerns

http://www.emarketer.com/Article/Whos-Whys-of-Wearable-Tech/1010486

http://www.pcmag.com/article2/0,2817,2426886,00.asp

http://www.harrisinteractive.com/NewsRoom/HarrisPolls/tabid/447/mid/1508/articleId/1312/ctl/ReadCustom%20Default/Default.aspx

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Consumer insights: Americans still doubt the benefits; reliability and the “cool-factor” likely to accelerate adoption

Source: Rithmio: Wearable Tech Market Trends - Q2 2014

General considerations

Product considerations

What benefit does it

provide to me?

Would I actually wear it? Daily?

Am I willing to pay that much for

it?

Does it actually work?

Are the insights it provides

meaningful?

Is it accurate?

Will I want to

continue wearing

it?What will

others think?

Will it break? Is

it reliable?

Will the battery last?

Is it cool? Will others like it?

Is it easy to put on?

Can it get wet?

Is it easy to set up?

Comfortable to wear?

Easy to transfer data to your phone?

Look dumb wearing it?

Is it accurate?

Is it fashionable?

http://www.slideshare.net/JenQuinlan/wearable-tech-market-trends-jen-quinlan-may-2014




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Industry drivers: Technology improvements & growth in adjacent industries are enabling the rise of the wearable tech market

Source: 2013 ModevUX Conference; IHS Wearable Technology – Sept 2013

Tracking capabilitiesWT Drivers

Quantified Self

Movement

Faster, Small,

Cheaper Hardware Cloud

Storage

Location Data

Visual &

Voice Tech

Gaming Industr

y

Real Use

CasesUX

WT Drivers

http://www.slideshare.net/chukaeze/future-wearable-techchukaeze?qid=74299f6e-c39f-4039-b80e-08058412b898&v=qf1&b=&from_search=2




http://www.ihs.com/pdfs/Wearable-Technology-sep-2013.pdf

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Industry drivers: Major behavioral & social trends likely to provide major tailwinds for the wearable market

Families will monitor their collective activities• Remote monitoring of oldest family members to ensure safety • Stress or fitness goal monitoring for parents • Entertainment experiences and safety monitoring of the youngest

Pro athletes track their metrics to gain a competitive edge• Pro teams awareness of tracking body’s stats with WT.• Consumers will gain comfort seeing pro athlete WT data

integrated on multimedia (like ESPN).• Consumer products will follow as they want to mimic their

athlete “heroes”

Wearables in the workforce• Medical professionals: Documenting surgeries, getting a second

opinion from remote specialists• Public safety workers: Obtain just-in-time critical information, monitor

safety of peers in the field • Field workers: Improve productivity, gain specialist second opinion in

the field

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Expected market development: Too early in the adoption cycle to build reliable forecasts

Source: IHS Inc. September 2013Source: Wearable Tech; Wearable Technology Market: Trends & Outlook

• Berg Insight: 64mn devices shipped in 2017• ABI Research: 485mn in 2018• Cisco pointed to a total of 177 million devices in the market by 2018• Juniper Research: 130 million by 2018• IMS research forecasted the market size under three scenarios (based on adoption rate) that

vary from 40mn to 171 mn devices shipped

Forecasts for the wearable tech industry varies widely

http://wearabletechwatch.net/tag/ims-research/

http://www.slideshare.net/PreethiMyla/wearable-technology-market?related=1

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Technological development: Competition intensifies, most consumer electronics brands participate

*Cumulative Filings do not equal total filings due to several patents containing more than one segmentSource: US PTO, Hanover Research

2003 2004 2005 2006 2007 2008 2009 2010 2011 20120

20

40

60

80

100

120

140

160

1124

46

63

80

104119

132144 148

Cumulative Watches GlassesCameras Textiles

Dec 2014: Sleeveless shirt to track body indicators via Nike+ sensorDec 2014: Wearable non-invasive neurostimulation technology for pain reliefDec 2014: System for crash avoidance for mobile phonesDec 2014: Patent for wearable cameraApril 2015: Proximity-based notifications in a mobile deviceFeb 2015: Motion-based operations on a mobile deviceMarch 2015: Locking and unlocking a mobile device using facial recognitionFeb 2015: Odor-removing wearable fanMarch 2015: Wearable nanotechnology to fight cancer

US patents awarded Recent developments

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Expected technological development: Wearables to become more intimate and even more technological

Source: PSFK: The future of wearable tech; Future of Wearable Tech 2014 (PSFK, IQ Intel)

Connected Intimacy(Person to

person)

Tailored Ecosystem

(Person to computer)

Co-evolved Possibilities

(Person as computer)

Bespoke biotech Biometrically

attuned Responsive

coaching

Augmented sensory perception

On-board interface

Authenticated self Cloud memory

Long-distance togetherness

Data-streamed care

Emotional mirror

Function of wearables forecast

http://www.psfk.com/report/future-of-wearable-tech

http://www.slideshare.net/VRyzhonkov/future-of-wearable-tech?related=1



Wearable HealthTech Segmentation

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Wearable healthtech companies belong to two categories: wearable lifestyle and fitness and personal health devices

• The dividing line is drawn based on the purpose of the device: fitness tracking or general medical indicators monitoring (glucose, ECG, blood pressure)

• Category definitions likely to blur in time, as: • most players seek to establish a wide portfolio• personal health devices tend to shift toward wear ability

• Some competitors offer products in both categories, but are assigned according to their portfolio prevalence and specialization

*The brand lists may not be exhaustive

Category Wearable Lifestyle & Fitness* Personal Health Devices*

Definition

Fitness trackers in various forms: wristbands, watches, pendants, insoles, body bands.

Purpose: track and measure daily physical activity (steps, sleep, training, movement, calories), record biometric data (heart beat, temperature, BP)

Smartphone integration for device co-ownership of app functions, such as social media notifications, search…

Includes wearable glucose monitors, ECG monitors, pulse oximeters, and BP monitors as well as non-wearable portable devices.

Wireless connectivity to both smartphone and the person’s physician, often transmitting data directly to the clinic for analysis, diagnostic, and prevention.

Major players

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Brand ranking methodologies: Web searches and social media relevance

• Web search trends give insight into awareness & consideration

• Public shows how consumers search different terms over time and what topics they are interested in

Source: Socialmention.comSource: Google Trends

Social Media Relevance KPIsWEB Search

SentimentSentiment is the ratio of mentions that are generally positive to

those that are generally negative

PassionPassion is a

measure of the likelihood that

individuals talking about your brand

will do so repeatedly

StrengthStrength is the

likelihood that your brand is being

discussed in social media. Phrase mentions within the last 24 hours divided by total possible

mentions

ReachReach is a measure of the range of influence.

It is the number of unique authors

referencing your brand divided by the total number of mentions

Wearable Lifestyle and Fitness

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Brand ranking: Wearable Lifestyle and Fitness

• Based on number of Google searches since October 2014 in the US only

• Fitbit is clearly the most searched wearables brand with most stable popularity over the course of the period

• Apple Watch has the highest search levels, but only at times of Apple keynote events.

• The list is not exhaustive

** Basis & Misfit web searches often refer to other companies/ brands/ products and events, not related to the brands in the research

Rank Product

1 Fitbit

2 Apple Watch

3 Samsung Gear

4 Jawbone Up

5 Pebble Watch

6= LG G Watch

6= Microsoft Band

8 Garmin Forerunner

9 Sony Smartwatch

** Misfit

** Basis

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Apple Watch is most often searched around Apple keynote events; Fitbit and Samsung Gear demonstrate stable popularity

0

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45

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60

65

70

75

80

85

90

95

100Brand popularity online*

Sep 2014 & March 2015

Apple Special Events

Fitbit Charge and Surge released

Source: Google trends. Popularity based on the number of Google searches. 100 = highest weekly search number on the chart. 201

4201

3Apri

l 201

5

2015

LG G watchPebble watchGarmin Forerunner

Samsung GearFitbitMicrosoft Band

Apple watch Jawbone Up

Sony smartwatch

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Apple, Samsung and Nike are yet to establish an association with product features in consumer mindsWeb-search word clouds: what topics are the brands associated with

Web Search Word Cloud Web Search Word Cloud

Web Search Word Cloud Web Search Word Cloud Web Search Word Cloud

Source: Google trends

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Electronics giants often lag behind more focused players in the wearables domain in terms of social media relevanceSocial media relevance

SentimentSentiment is the ratio of mentions that are generally positive to those that are generally negative.PassionPassion is a measure of the likelihood that individuals talking about your brand will do so repeatedly.

ReachReach is a measure of the range of influence. It is the number of unique authors referencing your brand divided by the total number of mentions.

StrengthStrength is the likelihood that your brand is being discussed in social media. Phrase mentions within the last 24 hours divided by total possible mentions.

Sentiment 7:1 3:1 3:1 18:1 8:1 8:1

Passion 31% 46% 29% 2% 25% 35%

Strength 33% 34% 1% 4% 33% 49%

Reach 27% 25% 13% 9% 33% 40%

Sentiment 3:1 15:1 52:0 2:1 8:1 3:0

Passion 7% 30% 6% 31% 27% 15%

Strength 39% 3% 1% 20% 5% 24%

Reach 37% 12% 22% 21% 13% 35%

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Fitbit: A top-of-mind brand in the wrist-worn fitness trackers• Founded: 2007; HQ: San Francisco, USA; Employees: 288• Main production line: Activity trackers, wireless-enabled wearable devices that measure data such as the

number of steps walked, quality of sleep, and other personal metrics• In March 2015 it acquired FitStar, a fitness training app maker• Distribution channels: • USA: AT&T, Best Buy, Brookstone, Dick's Sporting Goods, Radio Shack, REI, Sports Authority, Target etc.

Apple recently dropped Fitbit from its stores after the company refused to integrate with the Apple Health Kit tool

• Online: Amazon.com, Fitbit.com, minineed.com• Europe: UFP International S.A., Decathlon

• Tracks steps, distance, calories burned and active minutes.

• LED lights show progress against goal.• Water and dust proof• Directly Sync with mobile device, PC and MAC• Monitors your sleep and wakes you with a silent alarm.

Flex™ Wireless Activity + Sleep Wristband

• Tracks steps, distance, calories burned and active minutes.

• OLED display with daily stats and watch• Call notifications and Wireless Sync with compatible

devices• Battery life of 7-10 days• Monitors your sleep and wakes you with a silent alarm.• HR – heart rate tracking

• GPS tracking• PurePulse™ heart rate • Multi-sport activity tracking• Call and text notifications and music controls

Charge/Charge HR™ Wireless Activity + Sleep Wristband

Surge™ Fitness Super Watch

• Tracks steps, distance, calories burned and stairs climbed.

• Monitors your sleep and wakes you with a silent alarm.

• Sweat, rain, and splash proof • Wirelessly syncs to computers and select

smartphones • Attaches easily to clothes, belts, sacks etc.

One™ Wireless Activity + Sleep Tracker

• Tracks steps, distance and calories burned.• Sweat, rain, and splash proof • Wirelessly syncs to computers and select

smartphones • Replaceable battery, lasts 4-6-months.

Zip™ Wireless Activity Tracker

• Scale measures weight, BMI and % body fat.• Uses Wi-Fi to upload stats automatically to Fitbit.com.• Set weight goals and chart your progress with free

online graphs and tools.

Fitbit Aria Wi-Fi Smart Scale

$95

$130

$250

$100

$60

$130

20


Jawbone: Fitness trackers & other consumer products

• “…world-leader in consumer technology and wearable devices, building hardware products and software platforms powered by data science”

• Acquired BodyMedia in 2014• $3 bln. valuation (H2 2014); rumored $600 mln. revenue run rate for 2014• In early 2015 - allegations that Google would make a ‘strategic investment’ in Jawbone• Bulk of sales - Jambox wireless speakers• HQ: San Francisco; products available in 40 counties• Dedicated online store Marketplace, selling third-party products as well• Retail partners: Amazon, Best Buy• Jawbone UP4 announced in April 2015: partnership with American Express for a payment system; heart rate

and hydration levels tracking; Fitness Trackers

• Activity, steps, distance, calories, sleep tracking

• UP3: heart monitoring, advanced sleep tracking

• Jawbone communities at city level• Dedicated app with Coach functionality• Connectivity with external apps and hardware• Wireless syncing

• Mini and large version• Wireless Bluetooth speaker• Connect calls from phone to speaker

• Wireless Bluetooth headset• NoiseAssasin technology to eliminate

surrounding noise• Separate charging case• Dedicated mobile app

Jambox Headsets

$50 $130 $180

$130-$300 $130

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Pebble Smartwatch, the most successful Kickstarter project ever

• Founded: 2009; HQ: Palo Alto, CA, USA• Over 6,500 Pebble apps and watch faces available• Pebble is the first smartwatch capable of connecting with Apple’s iPhone, a feature that’s helped it reach a

mainstream market. • Pebble Time has reached $14 million in Kickstarter pre-orders, making it the most-financed project in

Kickstarter history. • Pebble Time will come with customizable module straps, offering additional features (radio, extra battery,

heart rate monitor, etc)• The new Pebble Time aims to be directly competing with Apple Watch

Pebble Time

• Call and text notifications• Up to 7 days of battery life• Color screen • Microphone• Currently in development

Pebble Smart Watch

• Call and text notifications• Up to 7 days of battery life• Water resistant up to 50 meters• Fitness tracking – run, walk, bike, swim,

sleep• Various apps

Pebble Steel

• Aims for traditional timepiece owners• Built with stainless steel; both in the

watch face as well as the new link-style bracelet with traditional watch clasp.

• Pebble also added a small LED light for charging status under a corner of the Corning Gorilla Glass watchface

$99 $199

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Misfit: Bluetooth synced fitness & sleep monitors• “Invent and manufacture great wearable computing products.”• Founded in 2011; $15 mln series B financing in Dec 2013• In Dec. 2014 landed $40 million in funding from various investors, incl. Chinese Xiaomi to develop operations

in Asia• Manufactures sleep and fitness monitors, but also sport socks & t-shirts, notebooks, wrist bands for Shine &

Flash• Added a host of smart home features, such as Nest, Logitech, and Spotify connectivity• Operations:• San Francisco (Industrial & UX design; hardware engineering)• Seoul (Sensor dev and manufacturing)• Ho Chi Minh (Data science, software, graphic design, operations) Bolt Smart Bulb

• Wirelessly connected• Over a million colors controlled by

mobile app (iOS and Android)• Alarm sunrise simulation• LED technology

• Waterproof• No charging, 6-month battery• Watch Function• Measures & tracks steps, calories,

distance, sleep• Smartphone compatibility• Since March available as Swarovski

Shine Set

Shine Fitness + Sleep monitor

• Waterproof• No charging, 6-month battery• Watch Function• Measures & tracks steps, calories,

distance, sleep• Smartphone compatibility

Flash Fitness + Sleep monitor

• Tracks sleep time, cycles, light sleep duration

• Heart rate• Ambient sound, snoring• Sleep graphs & stats• Alarm, soothening sounds• Placed between mattress & sheets

Beddit Sleep monitor

$50

$99

$169

$49

$150

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Basis: A single fitness & sleep tracking device

• Acquired by Intel in March 2014• Basis Peak announced in September 2014• Dedicated web store, Amazon, Best Buy, etc.• Intel to integrate Basis tech into other form factors• Intel plans to launch biometric-sensing earbuds

Basis Peak

• Sleep tracking, trends, sleep patterns• Accelerometer, heart rate• Fitness tracking, goals, notifications, calories tracking• Smartphone connectivity (Bluetooth), notifications• Water resistant • 4-day battery life

$199

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Garmin: Wide range of wearable devices for various sports

• “To be an enduring company by creating superior products for automotive, aviation, marine, outdoor, and sports that are an essential part of our customers’ lives. We will be the global leader in every market we serve, and our products will be sought after for their compelling design, superior quality, and best value.”

• Founded 1989, Kansas, USA• $2.6 bln 2013 revenue; 21% of revenue comes from Fitness segment (~$365 mln)• Announced three more smart watches in 2015: Fenix 3, Epix, Vivoactive • Dedicated wearable watches and products for: running, swimming, golf, cycling, hiking, dog tracking and

training; multisport wearables, and action camsvivoactive

• GPS smartwatch• Specialized running, biking and golfing

features, as well as activity tracking• Call, text, and calendar notifications• 1-year battery life, waterproof• Customizable interface

Forerunner Series

• Sleep tracking, steps, calories, sleep patterns, heart rate monitor

• 1-year battery life, waterproof• Wireless sync with Garmin Connect• Bluetooth Sync with smartphone,

notifications

• Cadence, vertical oscillation and ground contact time

• VO2 max estimate², race predictor and recovery advisor

• swim distance, pace, stroke type identification, stroke count, drill logging and rest timers

• Smartphone sync, rechargeable• Garmin Connect™, live tracking,

social media sharing

vivo Series

$330 $140 - $190

$130 - $450

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Initial impressions from observers towards Apple Watch were varied

• Apple Watch announced in Sept 2014; scheduled for release on April 24, 2015• Financial analysts offered early sales estimates from a few million to as many as 40 million in the first year;

currently preorders are estimated at the amount of 957,000 watches on the first day of release• In November 2014, Apple Watch was listed by Time as one of the 25 Best Inventions of 2014.• Apple has partnered with IBM to develop the technology to analyze patient data collected from millions of

wearable Apple devices to help healthcare companies. Apple’s Research Kit and Health Kit help developers create apps to gather and share medical information about the device’s users. Partnership with prominent healthcare institutions, such as the Mayo Clinic, promise to extend the preventive applications of the watch, of Apple’s devices, such as receiving warnings when a user’s health indicators get too high.

• WebMD, CareEvolution and other healthcare companies have announced new apps for the Apple Watch, which can issue medication reminders and sharing electronic records.

• Tracks movement through a built-in accelerometer and heart rate through

• Measures not only the quantity of movement (e.g. number of steps) but also the quality and frequency of movement

• The three rings of the Activity App show progress at a glance

• Separate Workout App for Cardio sessions• Learns user habits over time and suggests

personalized daily fitness goals

$350 - $17 000

26


Samsung Gear series: bridging wearables with smartphones

• “Designed in a purely idealistic way”• Shipped 500,000 Gear smartwatches in Q1 2014, 1 mln for FY`13• ~71% smartwatch market share Q1 2014 • Smartwatches represent 11% of all wearables (YTD 2014, GfK)

• Used with several Samsung smartphone models

• Super AMOLED display and Oculus-driven software

• 360 degrees view• Still an ‘Innovator’ Edition

Gear VR

• Calls, emails & directions• Curved 2-inch Super AMOLED display• Internet radio service• Exercise tracking, heart rate,

barometer• Various apps available

• Calls, emails & directions• 1.63-inch Super AMOLED display• Voice control and response• Stand-alone music player• 2MP built-incamera

• Calls, text messages, music• Splash resistant• Gear manager mobile app to control

notifications, settings, SoundAlive equalizer

• 9 hours music play time / 11 talk time• Compatibility with all Bluetooth enabled

devices

Gear Circle Headset

Gear smartwatch series$199

$99

Gear S - $299(no carrier contract)

Gear 2 - $299

27


LG Smartwatch: The first smartwatch with the look and feel of a real watch • G Watch R: “The world’s first watch-style wearable to feature a full circle display that utilizes 100 percent of

the watch face”• LG Watch Urbane/ Urbane LTE will be launched in 2015; both models are already available for pre-order and

are competing with the Apple watch• LG has been on the rise in global smartphone sales

• Water and dust resistant• Android wear OS, voice control• 1.2GHz Qualcomm Snapdragon™

400• 4GB eMMC / 512MB RAM• 410mAh Battery life• 1.3-inch P-OLED display• Weather, notifications, navigation,

stock information, Google search, fitness tracking apps

G Watch R G Watch Lifeband Touch Activity Tracker

• Water and dust resistant• Android wear OS• 1.2GHz Qualcomm Snapdragon™

400• 4GB eMMC / 512MB RAM• 400mAh Battery life• 1.3-inch P-OLED display• Weather, notifications, navigation,

stock information, Google search, fitness tracking apps

• 2 sizes• OLED Touch screen• Wireless syncing with LG Fitness app• Music control• Measures and tracks timing, calories,

speed, heart rate• Integrates with smartphone to

display calls and notifications

$359 $259 $199

28


Sony SmartWear: Newly announced voice capabilities in SmartWatch 3 and SmartBand Talk• “Lets you stay on top of things that matter.”• All Sony wearable devices are synced with the Android Lifelog life-tracker app: bookmarking moments and

analyzing patterns of any activity (reading, music listening, walking), social interaction, and sleep• Fitness tracking SmartBand introduced in Jan 2014; voice recognition and control added later in the year

• Voice capability (vibration, mic and loudspeaker integrated)

• Curved E-ink display• Up to 3 days battery life• Waterproof• Measures & tracks activity• Alarm and notifications• Android smartphone

compatibility

SmartBand Talk SWR30

• Voice control and recognition• Up to 2 days battery life• Notifications, contextual search,

reminder, travel and weather apps Measures and tracks activity

• Stores audio files• Android smartphone compatibility

• Waterproof• Removable core• Vibration notifications about

smartphone activity• Measures and tracks activity and

sleep• Smart alarm• Android smartphone compatibility

SmartWatch 3 SWR50 SmartBand SWR10

$170 $249 $100

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Microsoft Band: Open platform focused on data gathering

• Microsoft has been late to the wearables space, launching its Band in Oct 2014• Feb 2015 sees a major update of the wearable and its accompanying Health app, including voice control and

keyboard• Focus on the data gathered; compatibility with third party provides allows for convenient syncing with

various health analysis apps• Starbucks has signed up as a partner for the Band to accept mobile payments

• Water-resistant• Heart Rate monitor• UV monitor• Integrated with smartphone to show

notifications• Measuring and tracking health and fitness

indicators• Voice controls• Mobile payment feature• 48h battery life• Works with Microsoft Health app

Microsoft Band

$199

30


Nike+: online fitness community ‘fueled‘ by fitness accomplishments

• Significant global online presence through the Nike+ online community and smartphone apps – 28 million Nike+ members as of 5/2014

• Proprietary Fuel points system tracking performance and movement• Nike+ running range started in 2006 with the Nike running sensor, connecting wirelessly to iPod• In 2014 discontinued FuelBand bracelet and teamed up with Apple to produce a new wearable• Continued focus on software, goal to expand the community to 100 million members from all over the world• Android and iOS based self-tracking apps

• Water-resistant• 8h battery life• Tracks distance, pace, duration of

runs• Captures run laps• Maps GPS location• Works with Nike running sensor• Monitors heart rate

Nike+ SportWatch GPS Nike+ Kinect Training

• Requires Kinect sensor and Xbox 360 (sold separately)

• Tracks workouts• Smartphone compatibility• Integrates personal music• Creates personalized programs and

tracks progress

$149 $39

Personal Health Devices

32


Brand ranking: Personal Health Devices

• Based on number of Google searches in the past six months in the United States only and Worldwide.

• iHealth has seen several spikes of attention in 2014

• Beurer & Medisana have a strong presence in Europe, but are not that popular in the US

• The list is not exhaustive

Rank Brand (Worldwide) Brand (US only)

1 Withings Withings

2 Beurer iHealth

3 Medisana Bodymedia

4 iHealth Sotera

5 BodyMedia Beurer

6 Sotera Medisana

33


Withings is the clear leader among Personal Health brands in the US. Bodymedia‘s popularity is waning

0

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100 Bodymedia MedisanaWithings SoteraiHealth Beurer

Source: Google trends. Popularity based on the number of Google searches. 100 = highest weekly search number on the chart.

2013

2014

YTD 201

5

2015

34


Personal health brands are associated with heath in general, not wearables; BodyMedia was an exception before its acquisitionWeb-search word clouds: what topics are the brands associated with

Source: Google trends

Web Search Word Cloud Web Search Word Cloud Web Search Word Cloud

Web Search Word Cloud Web Search Word Cloud

35


From a global perspective, long-established brands still outperform „hot startups“ in social mediaSocial media relevance

Sentiment 1:1 21:0 4:1 17:1 10:1 5:0

Passion 53% 34% 34% 18% 33% 41%

Strength 56% 5% 17% 7% 6% 10%

Reach 33% 12% 43% 22% 34% 16%

SentimentSentiment is the ratio of

mentions that are generally positive to those that are

generally negative

PassionPassion is a measure of the likelihood that individuals

talking about your brand will do so repeatedly

StrengthStrength is the likelihood that your brand is being discussed in social media. Phrase mentions within the

last 24 hours divided by total possible mentions

ReachReach is a measure of the range of

influence. It is the number of unique authors referencing your

brand divided by the total number of mentions

36


Withings: diversified portfolio• “Withings creates smart products and apps to take care of yourself and your loved ones in a new and easy

way.”• Founded in France, 2008• Sales channels: EU, NA, Asia• Online stores: Withings + a range of other generalist online stores• 800,000+ units sold (GfK, estimations)• Offices near Paris, Boston, Hong Kong• Smart watch Activite Pop ($150) announced in January, as a more affordable alternative to the original Activite,

a $450

• Weight & body fat measurement• Heart rate measurement• Air quality analysis• Automatic user recognition• Wireless connectivity, data sharing

Wireless scales Blood pressure monitors

• Blood pressure, heart rate• History tracking• iOS & Android compatible

• Swiss watch products• Activity & sleep tracking• Steps, distance, calories,

elevation measurement• Heart rate & oxygen levels,

History browsing• Health Mate app and PC interface • Bluetooth, USB charging

• HD camera with zoom

• Push to talk (mic & speakers)

• Night theme songs

Activity trackers Baby monitors

$100 $130 $40-$450 $250

37


iHealth: wireless healthcare and fitness devices with sharing, tracking and mobile app compatibility

• “iHealth is dedicated to helping people lead healthier lives.”• Launched in 2010 as a subsidiary of Andon Health• 25 mln. USD capital from Xiaomi Ventures• Products sold in Apple Stores, BestBuy, Amazon, Operations in NAM, EU, Asia• Synchronization with mobile apps & cloud storage

Activity and sleep tracker

$80

$100

$80

$100

$80

$70

$70

$30

$17

38


Beurer: wide range of cosumer healthcare products

• “Specialist for health and well-being”• Founded 1919, Germany; ~150 mln. EUR revenue• 120 different products: hair removal, baby monitors, massage chairs, thermometers, mobile ECG, air treatment,

blood pressure, weight scales• HealthManager software for tracking and planning

• Arterial oxygen saturation• Color display• USB charging• Alarm function• PC software for display and

planning

Pulse Oximeter Activity sensorHeart rate monitorsSpeedbox

• Pedometer, distance and speed tracking

• Waterproof, altitude meter• Can be attached to shoes

& clothing• Can be connected to

Beurer monitor watches

• Sleep & activity tracking• Sleep analysis• Steps, calories, distance,

duration, goal tracking• 30 days memory• OLED display, USB

charging

• Heart rate tracking• ECG• Calorie tracking• PC interface, Bluetooth

$30 $173 $50-$350 $50

39


Medisana: wide portfolio of products, mostly non wearable

• “We operate in the home health care market and work continuously to develop, manufacture and market healthcare products for the end user”

• Works through distributors• HQ: Germany, 42 mln. EUR 2013 sales (29 in Germany)• Medisana 2014 FY revenue up over 20 pct at EUR 51 mln• Wide range of products in several domains: Mobile Health, Sport, Therapy, Personal care, Health control,

Wellness, Healthy home

Activity & sleep tracker trackers

VitaDock Platform

• Gathers data (Bluetooth) from various devices and displays online

• Analysis: blood pressure, glucose, weights, activities

• Synchronizes with smartphones / tablets

• Various sharing options

$60-$140

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Corventis: diagnostic and prevention solutions for cardiac conditions• Founded in 1995 by a team of cardiovascular, IT and medical technology specialists• Filed more than 70 patents internationally• Designs and develops wireless cardiovascular and cardiac monitoring solutions• Recognized as a Technology Pioneer 2010 by the World Economic Forum• Acquired by Medtronic in 2014 for about USD 100 million

NUVANT Mobile Cardiac Telemetry System

• Measures, records and transmits physiological data, such as ECG and heart rate, about non-lethal cardiac conditions

• Water-resistant automatic PiiX sensor is attached to the patient’s body

• Wireless transmission to Corventis monitoring center for review by certified cardiologists

• Regularly published reports

AVIVO Mobile Patient Management System

• Currently in clinical trial period

• Offers continuous monitoring of ambulatory patients with fluid management problems or heart failures

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Bodymedia: precise monitoring of key activity and energy indicators

• “Accurate information about your body.”• On-body monitoring systems for weight and calorie management, activity tracking, sleep monitoring• Founded in 1999, acquired by Jawbone in 2013 for about USD 100 million• Holds 87 patents and makes the Fit product line and uses proprietary technology that has been clinically

validated for accuracy• The technology has been used in more than 100 clinical research studies covering health issues such as

obesity, COPD, diabetes, cystic fibrosis, cancer, bariatrics, sleep and intensive careCore 2 Fitness tracker, FIT Link Armband

• Measures your temperature, heat flux, galvanic skin response

• 3-axis accelerometer for precision motion tracking

• Bluetooth 4.0 Smart Ready radio• $7/month subscription for the

online platform

FIT Display

• FIT Link armband, which the company says records 5,000 data points about the wearer every minute.

SenseWear System

• Includes the SenseWear Armband, the SenseWear Display device, and the PC-based SenseWear Software 8.0

• Used by clinical and research groups, designed for physicians and researchers who need to monitor their patients’ activity and energy expenditure

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Sotera Wireless: diagnostic and prevention solutions for cardiac conditions• “Sotera Wireless is all about improving patient safety and efficiencies in healthcare. Our product ViSi, which

is short for Vital Signs, has the potential to fundamentally change the way patients inside and outside the hospital are monitored.”

• Founded in 2004• Provides solutions for comprehensive vital signs monitoring• Venture capital and strategic investors include Sanderling Ventures, Qualcomm Ventures, EDBI, Intel Capital,

Cerner Capital, Delphi Ventures, Intermountain Healthcare, AMR and West Health• Received CE mark and is currently FDA cleared• Feb 2015: Sotera Wireless announces acquisition of Reflectance MedicalViSi Mobile System

• “Monitoring in Motion” • Continuous monitoring of ECG, Heart/Pulse Rate,

SpO2, Blood Pressure (cuff-based and cuffless on a beat-to-beat basis), Respiration Rate and Skin Temperature

• Color touchscreen display on the patient-worn device • Desktop or tablet PCs can be utilized as remote

viewing and notification devices • ICU-level monitoring accuracy• Data transmitted via existing hospital Wi-Fi

infrastructure

Thank You!

gemseek.com

For Further Contacts:Kaloyan Stefanov | Head of Healthcare Practice

[email protected]

Petko Tinchev | Partner & Head of Analytics

[email protected]