Shulou(Shulou.com)05/31 Report--

In just a few months, a lot can happen in a volatile technological environment. So while I can't imagine anyone threatening or even threatening Apple's dominance of the global smartwatch market not long ago, recent events have made me seriously reconsider this assessment.

Of course, I don't want Apple's smartwatch to overtake Apple's shipments tomorrow, a year or even five years later. For many people, Apple Watch will still be synonymous with smartwatches. Like iPad and tablet computers, the AirPods is the only wireless earplug that most iPhone users consider buying.

However, the smartwatch market has been growing at an alarming rate recently, and analysts predict that this trend will continue, and the main but not the only driver is steady demand for Apple Watch. So if Google, Samsung, Huawei and Fitbit seem unlikely to pose a real threat to the hegemony of the Cupertino-based tech giant, can they be promoted, or at least close the gap with Apple, in the long run? Well, I think fossils are weak links that need to be paid attention to (there is no pun), and I will try my best to explain why:

More than one brand, more than one threat.

Before rushing to ignore a company that does not specialize in designing, manufacturing and selling electronics to the public, you should know that fossils are actually a sizeable "group" that has released wearables under many well-known and well-known companies. Besides my own name, I also like other brands. The brands we are talking about include Mike Goss, Dissel, Amprio Armani, Skagan, Miffitt and even Puma.

Fossils sell some beautiful smartwatches made by Mike Goss

While most of fossil Group's licenses come from fashion designers with a limited target audience and little room to expand, loyal supporters of technology may remember that Misfit was the creator of some of the coolest event trackers in the industry in the early days. Well, maybe under your attention, fossil Group acquired Misfit a few years ago.

To show you the value of Misfit's proprietary technology, Google seems to have paid $40 million earlier this year. Although it is not clear what Big G may have plans for the smartwatch market, it is important to emphasize that fossil only agreed to share its "hybrid" technology with the search giant. So even if it seems unlikely to launch Pixel Watch next year, it will only help fossils, not hurt the company. In addition to product diversification, it will also draw attention to its innovation.

A coherent vision

There are many different brands and you might expect fossil's overall marketing strategy and smartwatch design to be ubiquitous. However, this is not the case, because the new Mike Goss, Emporio Armani, Puma and Diesel models are basically based on the same basic hardware platform. The fifth-generation lineup of fossils also agrees that most of its interiors are similar to these recently launched devices, although the design is naturally different, and all products made by mineral groups seem to follow many important guidelines.

Behind the scenes, Emporio Armani Connected is not much different from the latest Mike Goss device.

These bad boys are fashionable in a minimalist way, designed to stand out from the crowd and attract your friends' attention at dinner parties without appearing clumsy or inappropriate in size and wrist. At first glance, many new models are very similar to traditional timepieces, but can still perform most of the functions of the Apple Watch. Because they are similar but different, they can offer a wider price range than their competitors.

They cannot measure your EKG, detect falls or claim to save your life in any case, but they are more powerful than their predecessors, with built-in speakers and microphones and slightly longer battery life. Of course, they are not perfect, but unlike Samsung, fossils do not seem to be completely sure how to catch up with Apple. Fossils have their own development direction and focus areas.

There is no denying that "diesel on the shaft" has a unique aesthetic feeling.

Instead of staying one step (or several) behind market leaders and innovators, fossils focus on unhealthy styles and even break into a new world, which could become an important sub-industry.

Google still needs to strengthen its software games

Whether or not the mythical Pixel Watch is released (again), the development of Wear OS must continue to move towards a better pace of innovation and improvement. Otherwise, fossil's recent huge efforts on hardware will be wasted on software platforms that are years behind Apple's watchOS, even though the Android Wear was technically launched 12 months ago.

Wearing the operating system is. Activity tracking is not perfect

Fossil and Google basically need each other because the former is by far the most productive and important Wear OS hardware manufacturing partner of the latter. Of course, in the past few years, a large number of smartwatches produced by the fossil group have not been translated into impressive sales figures.

In the first quarter of 2019, the company's global share was a paltry 2.5 per cent, according to a report. Another report, with the exception of Apple, Samsung and Fitbit, did not bother to report second-quarter shipments from any other company, a perfect indication of the growing importance of fossil fuels in a fast-growing but challenging market.

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