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For CMO Professionals

Quick Take: Microsoft's Health Service Uses A Fitness Device To Build An Ecosystem

Specific Marketers Should Develop Content, Apps, Or Experiences For The Microsoft Band

October 31, 2014

Why Read This Brief

Microsoft just announced Microsoft Band, a new wearable device backed by a health and wellness service platform that chief marketing officers (CMOs) should keep on their radar. Initially targeting fitness enthusiasts, the product's initial goal is building a cloud-based wellness-analysis service offering individuals recommendations and insights on exercise, sleep, stress, work, and other wellness factors. To make that service useful, Microsoft must entreat brands of all types to join and support a fitness-oriented ecosystem. In this report, we explain why this product and service go in the right direction for several-million fitness-focused users as long as Microsoft overcomes challenges to its ambitions. We'll also tell CMOs how to know whether and when to join in the ecosystem and capitalize on this potential digital relationship opportunity.

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