Wearable maker Fitbit understands the entire wearables industry will be strongly shaken up with the upcoming Apple Watch smartwatch - but is taking a glass half-full approach, welcoming the Silicon Valley giant.
"I think the more important thing for any emerging category is consumer awareness. That's the biggest barrier to success," said James Park, CEO of Fitbit, in an interview with Washington Post. "Anyone - especially a large company - comes in and is able to raise the level of consumer awareness. It's great for everybody."
Fitbit has worked to improve the comfort of its products, while also improving battery life and other hardware functionality.
"We've had a lot of focus on wearability and battery life of our devices. Even with some of our more advanced devices they typically last anywhere from five days to several weeks vs. a lot of our competitors who I think, you read all the press it's maybe a day, maybe less... who knows?"
Looking ahead, Fitbit believes software will continue to be vital to the overall consumer experience. Apps will be able to turn raw data into data that is easier for consumers to digest collected data.