By Alex Samuely
October 31, 2014
Microsoft is aiming to differentiate its cloud-based Microsoft Health service and wearable Band in highly competitive sectors by supporting all mobile device platforms, helping it attract big brands such as Starbucks to sign on.
With Apples HealthKit and Googles Fit Platform
already in the mix, Microsoft is attempting to stand out from rival platforms
by making Health available to both iOS and Android users, and teaming up for cross-partnership
opportunities with other major brands and mobile applications. The Microsoft
Band is available for $199 and includes access to virtual assistant Cortana and
a variety of other Office tools in addition to health-related data.
By supporting iOS, and Android, along with Windows
Mobile, Microsoft is making it easier for consumers to get on board, said
Arish Ali, CEO ofSkava, San Francisco, CA. By pairing it
with an affordable wearable device, Microsoft is the only company currently
that is able to provide a full solution.
Apple’s Watch, with similar features, is not due out
for a few months and Android customers have to hope that Samsung, LG, and other
Android Wear makers integrate with the Google Fit platform.
which claims the platform includes a cloud-based intelligence engine, is
marketing the service to health and fitness enthusiasts by highlighting its
data capabilities. The platform can identify the exercises or activities that
burned the highest amount of calories, offer the proper amount of resting time
after a strenuous activity and differentiate restful from restless sleeping
Users can also have the service send its collected data
to their HealthVault accounts, where it can be shared with medical providers.
Consumers that purchase the Band will be able to call,
text, email and receive social media notifications from the wearable. It is
designed to be worn 24 hours a day, but needs to be recharged after 48 hours of
I think these platforms are great self-education tools
and fantastic for high performance athletes fighting to get the .1 percent edge on
their opponent, said Ryan McQuaid, CEO at PlushCare, San Francisco, CA. However,
I think a platform that dips into the psychology to change the way one thinks
about food or motives him or her to wake-up one hour earlier to go to the gym
is much more powerful.
That will be breakthrough innovation and a major
is also teaming up with a slew of brands and other mobile apps to attract
consumers. Band will be mobile payments-enabled, and allows users to load their
Starbucks cards onto the wristband, something that is likely to entice athletes
craving caffeine that do not want to carry wallets with them.
Band pulls data from apps such as RunKeeper and Jawbone
UP as well. While Band and Microsoft Health do face competition from other
wearables, Apples in particular, Microsoft does have one large advantage to
Differentiating will mainly come in the form of device
support, Skavas Mr. Ali said. Consumers want to buy a wearable that is the
best fit for them. They don’t want to
have to worry about what happens if their mobile device platform does not
support the wearable.
I think Microsoft is setting itself apart by supporting
all mobile device platforms.
Alex Samuely is an editorial assistant on Mobile Marketer, New York
Article source: http://feeds.mobilemarketer.com/~r/homepage-news/~3/DJxHPjUpEMY/19047.html