Notebookcheck
, , , , , ,
search relation.
, , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,
 

Rumor: Alphabet in talks to acquire Fitbit

Fitbit could be set to join the Alphabet stable of brands. (Source: Fitbit)
Fitbit could be set to join the Alphabet stable of brands. (Source: Fitbit)
Google’s parent company Alphabet is said to be deep in negotiations to buy fitness wearables company Fitbit. Fitbit had indicated late last month that it was interested in a sale of the company and it looks like it might likely end up either as part of Google’s product lineup or as a standalone Alphabet backed brand.
Sanjiv Sathiah,

Working For Notebookcheck

Are you a techie who knows how to write? Then join our Team! English native speakers welcome!

News Writer - Details here

Although Apple has by far the largest slice of the wearables market in terms of profit, it is actually Fitbit that has the higher brand recognition in the fitness wearables segment. It also sells at least 18 percent more units than Apple at last count, but it has started to cede market share to Apple. Sensing that if it doesn’t get stronger backing to take on the marketing might of Apple, the company started soliciting offers to buy the company last month.

According to a new report by Reuters, it looks like Google’s parent company Alphabet has put forward an offer to acquire the company that is currently under consideration. Fitbit shares jumped 27 percent on the news giving it a market capitalization of $1.4 billion. Even if Alphabet offered a premium for Fitbits shares, it would still be a relatively small, but potentially ideal acquisition, given that Google has struggled to make inroads into the wearables space with its Wear OS.

If the deal goes through, it remains to be seen where Fitbit could end up in Alphabet’s plans. Alphabet has stated that it would like to own a company for each letter of the alphabet and Fitbit would slot in nicely into the ‘F’ position. There is certainly an argument for maintaining it as a separate brand given its brand recognition although Google would undoubtedly be keen to gain an instant and expanded foothold in the wearables space. Then again, if that were to be the case, Google could have easily acquired the company itself.

, , , , , ,
search relation.
, , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,
 
static version load dynamic
Loading Comments
Comment on this article
Sanjiv Sathiah
Sanjiv Sathiah - Senior Tech Writer - 1291 articles published on Notebookcheck since 2017
I have been writing about consumer technology over the past ten years, previously with the former MacNN and Electronista, and now Notebookcheck since 2017. My first computer was an Apple ][c and this sparked a passion for Apple, but also technology in general. In the past decade, I’ve become increasingly platform agnostic and love to get my hands on and explore as much technology as I can get my hand on. Whether it is Windows, Mac, iOS, Android, Linux, Nintendo, Xbox, or PlayStation, each has plenty to offer and has given me great joy exploring them all. I was drawn to writing about tech because I love learning about the latest devices and also sharing whatever insights my experience can bring to the site and its readership.
contact me via: @t3mporarybl1p
Please share our article, every link counts!
> Notebook / Laptop Reviews and News > News > News Archive > Newsarchive 2019 10 > Rumor: Alphabet in talks to acquire Fitbit
Sanjiv Sathiah, 2019-10-29 (Update: 2019-10-29)