'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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in