Recently, Google has entered into a definitive agreement to acquire Fitbit, a leading wearables brand across the globe. Google already has offerings like smartphones, smart speakers, a cloud gaming service, and more in its hardware portfolio.

We believe technology is at its best when it can fade into the background, assisting you throughout your day whenever you need it. Wearable devices, like smartwatches and fitness trackers, do just that—you can easily see where your next meeting is with just a glance of an eye or monitor your daily activity right from your wrist.”

Google acquires Fit Bit for US2.1 bn as it builds into the wearable device market , From driver less cars to this acquisition -Google joins the dots,
Certainly provides a viable competitive offer to Apples Smartwatch. “it indicates a different direction for Google. Instead of using its software and putting it in other brands’ hardware, such as Fossil and Emporio Armani, it means that a Wear OS powered Fitbit could have the best of both worlds for Google”



Google exploring the option of acquiring Fitbit can give them the umbrella of expertise should they explore their own brand of smart watches and fitness trackers. It would help shake up the segment. Could this be the end-game that Fitbit always wanted?

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Fitbit always struck us as the first fitness tracker brand to position as a everyday wearable – aiming to be as comfortable in jeans and a t-shirt as in lycra. So, could the (muted) acquisition by Google parent Alphabet be more than just their way of expanding their market share in the wearable s category, and a chance for both brands to continue to set the bar in the fashion forward, everyday lifestyle data space?

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Google’s ability to seamlessly capture big data, and use it to help inform our everyday lifestyle choice, along with their emerging supremacy as a contemporary design leaders, makes the potential acquisition of Fitbit perfect sense to us. Acquiring an established brand with loyal customers and solid revenue is typically the jewel in the crown in any acquisition – but not here.

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The real prize here is what Google loves most: data. The ability to access vast amounts of data, mine it deeply and distill it into useful information provides an unbelievable competitive advantage. Leaders, are you focusing forward or looking backward?