'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

Blog Posts

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

AI ethics: Designing for trust

As artificial intelligence (AI) becomes much more prevalent and increasingly a way of life, more questions are being asked than answered about the ethical implications of its adoption.

Katja Forbes

Founder and chief, sfyte

I live the best deals at LA Police Gear.

Tyrus Rechs

6 Ways to ramp up Social Media to Your Web Design

Read more

Its absolute over priced acquisition. The CEO, must be fired for this all cash transaction. Absolutely no justification for prospective P...

about_face

Analysts question long-term play of SAP's acquisition of Qualtrics

Read more

Very well written Nikhil! Indeed this is a big ticket investment, but the impact on brand, sales and employee motivation should make it w...

Yugal Sachdeva

Sport and sponsorship: The value of event sponsorship

Read more

As someone with both experience in marketing and working with UiPath both, I can say that I cannot wait to see more marketing processes u...

CiGen RPA

What robotic process automation can do for marketers

Read more

10 Business applications of virtual reality (VR) technologyhttps://www.sendiancreation...virtual reality

sendian creations

The new wave of VR applications

Read more

Latest Podcast

More podcasts

Sign in