This is how Google will monetize your Fitbit data

I’ve been a Fitbit fan for almost five years now. Since the company bought my beloved Pebble, I’ve been using some of the best Fitbit wearable devices to track my exercise, steps, and sleep. One of the things I love most about the Fitbit experience is the ability to go back in time to see how my activity, weight, or stats have changed over time, but if a recent email I did I’ve received from the company is one indication, that free-wheeling ability to look at my own historical fitness data may be on the verge of disappearing.

According to a customer survey that Fitbit recently emailed, it appears that Google has found a way to monetize users’ Fitbit data that meets its commitment to regulators not to use that data for advertising purposes. So how do they plan to do this? Our favorite “s” word – subscriptions!

Personally, I’m still very excited about the prospect of new Fitbit hardware under the leadership of Google and can’t wait to see what the first Google / Fitbit smartwatch will look like. In the past few weeks and months, we’ve already started seeing useful features like the Google Assistant coming to the Versa 3 and Sense watches, and you can even view your Fitbit sleep data on the Assistant’s smart screens. Google. The company also showcases its Fitbit products in the Google Store.

According to Rick Osterloh, head of hardware at Google, one of Google’s promises to regulators when it agreed to acquire Fitbit was that the deal would be “devices, not data” and that health data and consumer welfare would not be “used for Google ads.” I hope Google keeps those promises, but the point is that no matter how many attempts are made in the hardware space, Google is first and foremost. a software publisher. In fact, scratch that, Google is a The data company. Considering this, you weren’t really expecting Google do not to explore ways to monetize its new treasure trove of health and wellness data, have you?

According to the aforementioend survey, it appears Google is testing subscriptions and exploring additional levels and options for the Fitbit Premium service. Fitbit Premium currently offers subscribers in-depth health metrics and analysis, as well as tips on how to interpret and act on that data. There are also guided meditation, wellness and fitness programs and the option to pay a little extra for personalized workout plans.

Fitbit Premium faces stiff competition from Apple and Peleton, so it makes sense that Google wants to get more out of it.

If any of the new tiers are implemented, Fitbit customers could be offered cheaper, more premium versions of Fitbit Premium, with fewer or more options available for price differences. That’s fine, but what worries me is the cheapest option the survey asked. This would “give” users access to their lifetime historical fitness data, which we already have for free and have had since the first Fitbit trackers were released.

To be clear, there would always be a “free” level that would offer limited historical information (maybe for a month or more). However, unless you’ve paid for at least the base tier, you won’t be able to see how much you slept this week in April 2018 or watch your run since that vacation two years ago.

On some level, I fully understand what Google / Fitbit is trying to do with this survey. They want to assess the value of these services to their fans – which makes perfect sense. Lots of sustainable apps and services have moved to some form of subscription model, and for all that Fitbit provides, I’m sure many will see the value in paying for these services. However, it would be really rubbish if Google put that data for life behind a paywall, especially for those of us who have many years of data to show for our loyalty.

Google / Fitbit runs the risk of losing longtime followers like me.

If this entry-level level of Fitbit Premium comes to fruition, hopefully Google will grow older users or offer a long introductory offer like Fitbit did for those who buy an Inspire 2, Versa 3, or Sense. . Otherwise, I suspect he will lose a lot of his loyal fans, probably myself included. After all, there are a ton of great smartwatches and fitness trackers to choose from!

A galaxy of possibilities

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