'Feeling good is the killer app,' says Jawbone

Maker of the Up fitness band eyes Internet of Things

Jawbone's Brian Wilt. Credit: The Corner Studio
Jawbone's Brian Wilt. Credit: The Corner Studio

Jawbone has used data to inform, entertain—and retain—customers of its fitness band.

“Data can be fun and data can be emotional,” Jawbone senior data scientist, Brian Wilt, said in a keynote at the ADMA Forum in Sydney.

“Feeling good is the killer app.”

Since launching its Up fitness band, Jawbone has collected vast amounts of data on people’s activity levels and sleeping behaviours. The wearable devices have recorded tens of millions of nights’ sleep and hundreds of billions of steps, said Wilt.

Jawbone has used this data to produce a series of reports that identify trends and rank countries on a number of areas including average hours slept per night. Melbourne, it turns out, is number one in the world on this last metric with an average seven hours a night.

The company has also used data to personalise its apps for users, providing advice for behavioural change based on the user’s logged activities, said Wilt.

“We want [our apps] to be able to give you an experience that knows you.”

Jawbone recently created an app called Up Coffee that helps users track the amount of caffeinated beverages they’re drinking and correlate that to the amount of sleep they are getting every night. The app has proven popular with users, and the insights it has brought to users has produced some dramatic reactions over social media, he said.

Wilt said the key to Jawbone’s success has been to connect data to human problems and provide the tools and advice to customers that allows them to make more sense of the things they do every day and how it affects their lives.

Jawbone hopes to take advantage of the rise of the Internet of Things, which will see more objects from everyday life will be connected to the Internet, said Wilt. Data from the Up band could provide data that controls other devices, such as lowering the temperature when users are asleep.

Jawbone has already formed partnerships with IoT companies like Nest, an Internet-connected thermostat, among others.

“All of our devices are going to be connected to the Internet,” said Wilt. “It’s as terrifying as it is wonderful. That’s the problem we’re trying to solve.”

Photo credit: The Corner Studio

Adam Bender covers digital marketing and emerging technology for CMO and is the author of dystopian sci-fi novels We, The Watched and Divided We Fall. Follow him on Twitter: @WatchAdam

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

The most desirable customers you’ve overlooked

“What will really move the needle?” This is a question that keeps leaders awake at night. And at the intersection of some of their top priorities – finding pockets of growth, redefining the customer experience, and making an emotional impact – lies a latent market: Their diverse customers.

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in