Fitbit eyes presence in Korea

By Kim Yoo-chul

Richard Choi Fitbit Korea country manager

The global technology industry is buzzing about smartwatches and fitness bands with Samsung, Apple, Sony and Qualcomm raising the stakes with these items.

Fitbit, a maker of wristbands that track fitness, is seeking to join with those firms to bolster the market for wearable solutions that integrate all key functions of health and fitness devices.

“Korea is a truly important market for us. Responses by Koreans to our products will help us strengthen our product awareness in other key Asian markets, including China,” Fitbit Korea country manager Richard Choi said in an interview last week.

Korea is the fourth Asian destination for Fitbit following Japan, Hong Kong and Singapore.

Korea differentiates itself from other Asian countries because it has higher Internet literacy and an advanced wireless network, said the manager.

Fitbit was the biggest seller in healthcare bands in the United States, with its share reaching over 67 percent in 2013 from the 50 percent it had the previous year, followed by Jawbone Up and Nike’s FuelBand, data from NPD Group said.

Asked what key features make Fitbit products different from those of its rival Nike, the manager said, “Nike’s health-check devices are mostly about healthy physical activities, while Fitbit devices aim to improve quality of life by encouraging healthy lifestyle habits.”

Choi was confident that its popular Fitbit Force and Fitbit Flex devices, supporting both Apple iOS and Google Android software, will get “warm attention” from Korean consumers given the devices’ competitive features that track steps taken and calories burned during the day and sleep cycles at night.

“We are initially targeting healthcare centers and some online marketplaces for young trendsetters,” the manager said.

In response to a question about detailed strategies for Korea at the San Francisco-based startup, he said it’s been talks with leading local distribution channels, with E-Mart and Home plus included, to supply more of its devices.

“Because the fitness band market is in its infant stage, Fitbit won’t be aggressive in marketing. By pursuing a word of mouth strategy, Fitbit plans to appeal our products to opinion leaders, initially, before expanding our target clients,” Choi said, adding customers in private banking centers of leading local banks are its primary targets.

He said Fitbit is considering launching newer products by the year-end at the earliest.

“The wearable device market has emerged as one of next cash-generators for large companies that can generate more profit amid flattening growth in conventional gadgets. We are committed to the new business segment,” Choi said.

In January, Fitbit Korea introduced its Fitbit Force wearable pedometer, a silicon wristband with a small display and sensors for measuring motion.

It tracks the wearer’s number of steps, calories burned, distance travelled and sleep patterns, and syncs the information to a computer or smartphone, said a statement by PR Gate, which represents Fitbit Korea’s public relations activities on a contractual basis.