Fitbit's focus this summer is on rolling out its wearables in Malaysia and Thailand right now but next on the list are Indonesia, the Philippines and Taiwan. Fitbit trackers are already available in Hong Kong, Singapore, China, Japan, India and South Korea.
Speaking to Digital News Asia, Fitbit VP and general manager for Asia Pacific Steve Morley said that the company is targeting Asian countries with high smartphone penetration, busy and modern lifestyles and the retail spaces to display its products. "These three elements are very important to us as it helps us position our brand nicely in the markets we go into," he said.
That said, early reports suggest that it has had a slow start, at least in China where Misfit has been outselling Fitbit over the past 18 months. As Fitbit only launched in China in summer 2014, though, this could soon turn around.
Morley suggested that as in the US and Europe, Fitbit will market its trackers to the general population, not just fitness fans.
"At one level, we cater to a person wanting to simply walk the dog," he said. "At the next level, we help people wanting to improve their health and live a healthier lifestyle by walking and exercising more. And at the highest level, we cater to those wanting to be active in sports and those who are high-performance athletes. At the end of the day, we don't put you in the bracket and force you to exercise."
Analysts also predict that sales in China of the Apple Watch will have a big impact on its overall sales over the next six to twelve months.
Fitbit, of course, has the much cheaper, and very popular Xiaomi Mi Band to contend with in the wider Asia region plus a $27 smartband, being trialled in various cities across China, which acts as a health monitor, transport and discount card.