On May 28, according to sources quoted by the US Fortune website on Thursday, American sports bracelet manufacturer Jawbone plans to transfer wireless speaker business and may withdraw from the sports bracelet field. It is said that Jawbone has now completely discontinued the Up series of health tracking devices and sold all of its existing inventory to third-party distributors. But it is not clear whether Jawbone is temporarily withdrawing from the sports bracelet business or is permanently exiting.
The report also pointed out that the biggest question at present is whether Jawbone can find a buyer, and in addition to the price of the business transfer. It is unclear who the potential buyers Jawbone is in contact with. In an exclusive interview with Tech Insider, Jawbone CEO and co-founder Hosain Rahman said the company plans to launch a clinical-grade health device.
Jawbone is considered to be the originator of wearables. Bluetooth headsets, speakers and Up smart bracelets are the three iconic products of Jawbone. Now it is only a bracelet to transfer wireless audio and stop production. It seems that this company that has been in business for 16 years is really fast. No, it seems to validate a previous study by Business Insider. Research shows that Jawbone is the most likely to fail among companies with a valuation of more than $1 billion.
Earlier this year, Jawbone made a new round of financing, but the valuation shrank to $1.5 billion from $3 billion in the last round of financing in April 2015.
In the past two years, Jawbone has been rumored to have a series of problems such as layoffs, fierce competition from wearbits such as Fitbit and Apple, product skipping and executive loss, and litigation with rival Fitbit and foundry Flextronics. Big battle. In the layoffs at the end of last year, Jawbone cut 60 employees worldwide, accounting for 15% of the total number of employees, and then Jawbone also closed the New York office. After the listing of competitor Fitbit last year, Jawbone filed a lawsuit against Fitbit, accusing Fitbit and its employees of stealing the company's trade secrets and infringing patent rights. But recently the court made a ruling in favor of Fitbit.
Looking through Jawbone's article in Tiger Sniffing Station, it can be seen how the wearable brand, which is almost synonymous with wearables in 2013, has declined step by step:
In early 2014, Wired magazine published an article entitled "Why should Apple be alert to Jawbone? The article, now look at this title is ironic, but it is enough to see that the rapid development of the wearable device market is Jawbone in Silicon Valley is much optimistic, the article believes that Jawbone redefines consumer electronics devices, Jawbone has the advantage of making Apple feel threatened by the new ideas and product design and production of "networking".
Although investors in Silicon Valley at the time thought that Jawbone would launch even more great works in the future, it seems that Jawbone did not. Last year, Tiger Sniff editor Zhou Chaochen published a review article on the Jawbone UP2 smart bracelet, which pointed out that "the change of the Jawbone UP2 design language brought a worse experience to wear", and Jawbone gave up the previous APP. Also re-developed one, and this app does not support previous generations of products.
In terms of product philosophy, Jawbone also gave a competitor a position when he didn't keep up. When everyone started to provide screens for the sports bracelet, automatically recognize sleep and exercise status, Jawbone did not follow up anyway. . So the card position is wrong, the experience is worse, and the product loses continuity. Jawbone has no more great works on the smart bracelet.
With Fitbit, Garmin, Samsung, Jawbone, Microsoft, Apple and other companies entering the wearable device market, the Blue Ocean has long since become the Red Sea, Jawbone is facing more heavy competitive pressure. At present, Fitbit is in the leading position in the entire wearable device market, accounting for a quarter of the market. The first quarter market report shows that in the global wearable market, Xiaomi bracelet is second only to Fitbit, and its market share is three times that of the third-ranked Apple. Jawbone is not in the top five.
Founded in 2002, Jawbone can be said to be the "old man" of Silicon Valley startups. I don't know what the fate of this round of meat-cutting adjustment will be.
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