Launched
in 2012 the Nike+ FuelBand, Nike Corporation reached to take
advantage of three main socio-cultural changes. Namely, the
increasing of personal coaching businesses, the lack of time for
people to practice a supervised sport and the increase of the
individualism in developed countries. Indeed, this designed high-tech
bracelet is conceived to follow your way of moving thanks to the unit
Nikefuel,
which is a universal way to measure your movements for any kinds of
activities.
The digital fitness device market is dominated by Fitbit
with its “Flex” (67% of sales in 2013), followed by the Jawbone
Ps (19% of sales) and by Nike (with 10% of sales in 2013). Nike
Inc.'s equipment division saw an 18% rise in profits for the 2012
fiscal year after introduction of its flagship (against -1% in 2011).
Nike+
FuelBand: Not just a product, a real innovative concept
The
Nike+ FuelBand allows also customers to stay connected through the
Nike+ community. From now on the company offers not only a product
but also offers a multitude of associated services, a universe and a
lifestyle. Nike enable its customers to:
- Follow their physical activities and compare it along the time.
- Define their personal objectives day per day for each training session.
- Train in a clever way by being advised by a famous international personal trainer who is going to care about each individual case, and provide an adapted solution according to the objective of each customer.
- Improve their performance by analyzing them and giving a general trend.
- Find a better circuit which will be adapted to the consumer need. By diversifying the circuit, Nike is also suggesting more or less difficult training.
- Challenge your friends through games and virtual competitions.
- Share your success.
What
is the objective of Nike Brand?
Take
advantage of “The Quantified Self” among other trends. So, QF is
a movement to incorporate technology into data acquisition on aspects
of a person's daily life in terms of inputs (e.g. food consumed,
quality of surrounding air), states (e.g. mood, arousal, blood oxygen
levels), and performance (mental and physical). Such as
self-monitoring and self-sensing, which combines wearable sensors
(EEG, ECG, video, etc.) and wearable computing, is also known as life
logging. The product matches perfectly to needs of these specifics
customers.
Firstly
created for the runners, the FuelBand is aimed to touch the maximum
of people. The most important thing is the ability of Nike to make
consumers aware of their need of this product and to adopt daily it.
Finally, Nike tries to create virality and extend the Nike+’
community (a real digital cloud) including all daily efforts not just
sport, making customers more active “Life
is a sport, make it count”.
Obviously, this cloud creates dynamics, relationship with customers
and a feeling of identity, membership in the brand. It’s also a
system of motivation and socialization.
Who
is targeted?
We
can suggest a segmentation by sports practices frequency and also by
benefits. That is why we tried to identify some caricature profiles.
People
who are casually practicing sport
First,
people who would be not aware of doing physical activities in their
daily life. Here, Nike is challenging itself, to make more people
practicing more sport activities. Nike encourages the physical
efforts. The woman being 50 years old and doing her vegetables market
is active! Then, people who taking care about their image and adopted
the Nike style. This urban style is linked to a young dynamic trendy.
They perceived the product as a fashionable accessory.
People
who are regularly practicing sport
We
can quote people who are looking for a physical wellness. For example
women who are doing Zumba or Fitness in order to feel good in their
body [15 to 45]. Or the young executive is looking for staying in a
good shape [25 to.40]. Obviously, people who are looking for mental
profits and satisfaction. For example, the young trader, who needs to
decompress and to forget daily responsibilities, he will quickly
adopt the product.
Sportive
amateurs who are frequently practicing sport
One
hand, we would have people who are practicing an individual sport and
are looking for the individual performance and tend to come out of
their limits. Cross country running illustrates these customers. In
the other hand, we would find people who are practicing a team sport
and are looking for the comparison of themselves with the others and
supervised by a coach being careful for individual and collective
performance.
Finally,
this product needs some improvements (because some problems of
Nikefuel accounting) before to be adapted for new use and in other
areas. We can easily imagine medical applications to struggle for
example against some diseases such as diabetes. Indeed, this kind of
gadget could be a permanent blood tester and warn people who has a
disease. Obviously, we can also imagine many perspectives for this
product related to the Big Data trends.
By
N. Godard, A. Natta, V. T., S. Datta and M. Quetant - Esc Pau MBA franco-Indien - Avril 2014.
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