14 DAY TRIAL // Google has just announced “a definitive agreement” to take over Fitbit after rumors over a potential deal first made the rounds earlier this week.
With Google expanding the Pixel portfolio of products, the only device missing from its lineup was a smartwatch, and by buying Fitbit, the company makes a huge step towards making such a wearable happen.
People familiar with Google’s plans said a Pixel smartwatch was actually supposed to launch in 2016, but the device was eventually canceled because it lacked the features that would have helped it stand out from the crowd. With Fitbit, this is much easier, as this is already one of the leading brands in the smartwatch market.
The end of Fitbit?
Google doesn’t specifically say what’s going to happen with Fitbit, but many see the takeover as the end of the wearables brand.
“When you use our products, you’re trusting Google with your information. We understand this is a big responsibility and we work hard to protect your information, put you in control and give you transparency about your data. Similar to our other products, with wearables, we will be transparent about the data we collect and why. We will never sell personal information to anyone. Fitbit health and wellness data will not be used for Google ads. And we will give Fitbit users the choice to review, move, or delete their data,” Rick Osterloh, Senior Vice President, Devices & Services, says.
On the other hand, despite acquiring Fitbit, Google says it doesn’t want to abandon its wearable efforts that include Wear OS. However, the best of both assets will be combined, Google adds, and this once again raises concerns that this is pretty much the end of Fitbit.
“Google also remains committed to Wear OS and our ecosystem partners, and we plan to work closely with Fitbit to combine the best of our respective smartwatch and fitness tracker platforms. Looking ahead, we’re inspired by the opportunity to team with Fitbit to help more people with wearables,” Osterloh says.
Fitbit says the takeover should be complete in 2020.