GOOGLE: TARGETING THE

HEALTH CARE MARKET WITH

FITBIT
Submitted by:
Athena Sabu
Jithin C
Kurian K Stephen
Vaishak
Case Summary
• A probe was conducted by the US Department of Justice regarding the Google-Fitbit merger amid
the user’s skepticism and distrust of the deal with regards to data privacy.
• Even after the clarification by Google SVP of devices that they don’t intent to sell personal
information; users still remained regarding the access to the personal information by Google.
• This acquisition would help Google to address the hardware failures of the past, this would also
help to integrate the FitBit’s products more deeply with Android which would maximize their B2B
partnerships with insurance companies and corporate wellness programs.
About Google
• established in September 1998 by Larry Page and Sergey Brin in California.
•  Google reorganized its various interests under Alphabet Inc. (Alphabet) and became the major
subsidiary for the company's Internet interests.
• 2015, Sundar Pichai was appointed chief executive officer (CEO) of Google.
• Major acquisitions by Google include:
 Android
 YouTube
 DoubleClick Inc
 Waze Mobile
 Nest Labs
About Fitbit
Founded in the year 2007 by Eric Friedman and James Park.

First mover in wearable tech space in 2009 with the launch of the first product.

Fitbit Ultra, first device integrated with iPhone

2011 and 2012 they launched Fitbit One and Fitbit Ultra.

2014 top fitness tracking app in App store.

2015, Apple launched Apple watch.

 1 2 3
Privacy of the user’s data was Users feared whether their FitBit worried whether they
a major concern after the health and wellness data would lose their customers
acquisition. would be used for Google and was stuck with the
ads. dilemma of whether to
proceed with the merger or
not.

Problem identification
 CONSEQUENCES OF ACQUISITION
The acquisition would help Google address its hardware failures of the past, gain an edge in software through an instant
foothold in the growing smartwatch market, and integrate Fitbit’s smartwatches more deeply with Android,

Fitbit Developed a platform for innovative data collection” for clinical researchers, designed to help advance the use of
wearable.

Google Fit, which enables Android users to pair health-tracking devices with their phone to monitor activity

Due to privacy concern Fitbit may lose their existing customers

Strengthens Innovation