Google Logo on black background with caption reading, “ Is Google Parent Company Alphabet Shopping For A New Wearable? “
Google Logo on black background with caption reading, “ Is Google Parent Company Alphabet Shopping For A New Wearable? “
… Alphabet Puts On A Wearable …


Now that it’s a done deal; retrospectively what may Alphabet potentially gain or lose by acquiring Fitbit?

John G. Baresky

On The Surface, There Is Great Potential In A Fitbit And Alphabet Deal

It has been reported and now confirmed Google parent company Alphabet ( NASDAQ: GOOGL ) is seeking to acquire wearable activity tracker Fitbit. Alphabet has been widening the scope of its healthcare business enterprises and assertively staffing up their ranks. By acquiring Fitbit ( NASDAQ: FIT ), they seemingly would add several degrees of upwards trajectory in their consumer health and telehealth/telemedicine capabilities…

Five Good Reasons Fitbit Is A Good Fit For Alphabet

Three Precautions

There are risk considerations for Alphabet to consider in buying Fitbit:

Alphabet has all the business and technology savvy to measure up Fitbit’s strong and weak points before a deal but there is always a risk. Certainly, they have deeply vetted these potential issues and others in sizing up Fitbit. Now that Alphabet is indeed acquiring Fitbit, it will be fascinating to see how they provide competitive marketing and digital development lift to Fitbit-based products and integrate them with Wear OS, Google Pixel or other Google products.

Alphabet in the process of building a smartwatch / wearable brain trust intertwined with its Google device and healthcare enterprises

By bringing Fitbit on board, it will be stacked with smartwatch / wearable technology building blocks already in place from the Google Wear OS and the technology Alphabet fortified it with through a deal with Fossil Group ( NASDAQ: FOSL )which took place in January 2019. Fossil Group sold a selection of their technology to Alphabet for $40 million with hidden value in that the transaction covered bringing on the research and development team from Fossil that supported the technology.

Fossil Group not only markets its products but others as well like Misfit and Kate Spade. Reportedly some of the technical elements Alphabet acquired in the Fossil deal were picked up by Fossil when they bought Misfit. If this is true, Alphabet is winning out by Fossil re-gifting the Misfit technology to them for a modest sum of money and Alphabet will have avoided having to invest wholly in acquiring all of Fossil Group for it.

There is considerable excitement surrounding this possible acquisition by Alphabet and how it may have a wider impact across the smartwatch, wearable or fitness tracker technology sector

Moving forward, questions investors have for Alphabet which Alphabet has already answered for themselves

The bottom line in all of this is ROI. Alphabet has made a string of acquisitions, investments, partnerships and strategic hires aligned with building a robust healthcare enterprise. These need to produce innovative solutions whether its products or services in a highly competitive market sector plus generate profits. As the Fitbit deal progresses, then Alphabet must be looking near and far into the financial future of such a deal:

Great Expectations: Alphabet, Google, Google Cloud, Verily Life Sciences

Deploying the intellectual and technical resources of Alphabet and its Google, Google Cloud and Verily Life Sciences units to tackle complex healthcare challenges has great potential. Even without the addition of Fitbit, Alphabet is driving forward into healthcare and its corporate confidence in making a clinical and commercial difference is evident. Consumers, patients, nurses, doctors and other clinicians plus other stakeholders such as payers are anticipating great things from them.

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Read my other articles about medical and healthcare business trends, content marketing and digital strategy, brand and product management, consumer wellness, managed care and market access strategy. Contact me today for your healthcare content writing and content strategy needs.

I have over 20 years of experience in the healthcare industry producing valuable healthcare content for audiences and customers spanning physicians, nurses, pharmacists plus pharmaceutical companies, medical technology manufacturers, healthcare provider organizations, managed care, investors, consumers and other stakeholders.

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