Fitbit’s health-centric devices have been some of the best fitness devices on the market to date. The company has successfully developed sensors and an intuitive interface that allows users to not only collect data but view them in a way that is easy to understand. However, in 2019, Fitbit saw the opportunity to bring even more insights to their users at a premium.
Fitbit Premium has been up and running since late 2019. It provides deeper insights into the data that is already collected by your Fitbit device – some of which could even be used to detect COVID-19 without the PCR test. Just recently, the company extended the availability of a limited version of Fitbit Premium available to users of the Versa 3 and Inspire 2. Now, it seems like that may be more behind that.
Fitbit has recently sent out a customer survey which asks users to consider an cheaper tier of their Fitbit Premium service. According to Android Central, the theoretical new tier would be priced at USD$2.99 (MYR12.09); less than half the price of the current plan at USD$9.99 (MYR40.38). However, it seems like the offerings would be significantly less than the current Premium plan which offers not only user data but also guided workouts and more. The new plan would allow users to “see your activity, sleep, stress, and health metrics for the last month, year, forever with unlimited historical data.”
It seems like this may be Google gauging users’ valuation of the data and insights they get from Fitbit devices. This comes as no surprise as the sale of Fitbit to Google essentially limited what Google could do with the data collected from Fitbit devices. Senior Vice President of Devices and Services, Rick Osterloh, mentions the issue of data privacy and Google’s acquisition of Fitbit stating that the acquisition was about hardware and never the data.
This deal has always been about devices, not data, and we’ve been clear since the beginning that we will protect Fitbit users’ privacy. We worked with global regulators on an approach which safeguards consumers’ privacy expectations, including a series of binding commitments that confirm Fitbit users’ health and wellness data won’t be used for Google ads and this data will be separated from other Google ads data.
Rick Osterloh, Senior Vice President, Devices & Services at Google
However, Google being a data company understands that there is an inherent value to all the data being collected. Hence, this straw poll to see if users are willing to spend to get access to their data and insights is just an exercise of how much value users place in the data collected by their Fitbits.
That said, we have always been in the camp where users should be given access to their data regardless of a “Premium” fee – the other goodies in the premium subscription are definitely worth the investment, if you see the need or want to make better sense of the data that’s being collected.