OK, hands up all of you who, every year, make and break New Year's resolution to lose weight? My word, there are a lot of you. And by the way, I've got my hand up too. It's human nature. We all want firm, toned bodies, but when it comes to actually putting in the hard work, well, it can always wait for next year, right? You can all put your hands down now.
So this is the story of my experience with Fitbits, but first let me digress for a second. In our family we don't like surprise presents. Birthday or Christmas, we like to be asked what we want, and if we're not, usually the unrequested gifts are swiftly consigned to the back of a wardrobe until such point that they can be tossed out without causing offense to the giver. We just don't like surprise presents. So last Christmas I asked my wife what she wanted, and she immediately shot back that she wanted a Fitbit. "What's that?", I asked. "Oh, they're great. Everyones got one" she replied. In fact, she even offered to place the order herself, so it was a done deal. Who says romance is dead?
So Christmas Day arrived, and after scoffing our enormous traditional breakfast we sat down to open our presents. My wife opened her Fitbit (that she had chosen, ordered and wrapped) and feigned surprise and delight. I dutifully opened my presents - a selection of electronic components for my latest project, that I had also chosen, ordered and wrapped. It was a touching moment. Finally there was one gift left unwrapped, and it had my name on it. Slightly bemused, I tore at the wrapping. Inside there was a Fitbit Charge of my very own.
"Oh", I thought to myself. "I'm not going to get away with hiding this in the wardrobe". So, since I didn't have everything I needed to start my electronics project, I decided to fire up the Fitbit. And after an hour of setting up my account, syncing with the dongle, syncing without the dongle, hopping on one leg, hopping on the other leg, hopping on both legs, I was hooked.
You see, the Fitbit is a brilliant example of how to build a story around a very simple piece of technology. And it's not just marketing either - I've lost about 14kg since I made my latest New Year's resolution, and I give all the credit to the fine people at Fitbit. What they've done is to take a measuring device that's been around since the '50s, brought it into the 21st century by bolting on Bluetooth, and packaged it in a modern looking wrist watch. But, and this is the brilliant bit, they give you an app on your smart phone that allows you to capture your exercise statistics (calories out) as well as your food intake (calories in).

So what then has possessed me to suggest reasons not to buy their shares? After all, just before their recent IPO the company was valued at $4bn, and afterwards the shares immediately surged by 60%, and now stand at double their initial price!
To start my explanation, let me briefly digress again. I am a major follower of Apple. I've owned Macintosh computers (desktop and laptop) since the '80s. I've written applications from MacOS 6 until the latest OSX. I've owned iPods, iPhones and iPads, and my latest project is learning how to program for iOS. If it weren't for my determination not to buy version 1.0 of anything, I would certainly already be wearing an Apple Watch and programming in WatchOS (yes, that's really what they call it!).
The fact is, to me Apple signifies quality. When I first bought a Nokia phone I put it in my pocket with my keys and scratched up the face terribly. Nothing like that has ever happened with my iPhone. I don't even bother to use a screen protector because the iPhone simply doesn't need it. Mine coexists very happily with my house keys, and any loose change I may care to carry around with me. So far not a single scratch. Now I understand that Apple products come with a premium, but my father taught me that it was better to pay extra and buy good quality than to save a few bucks and upgrade often. The MacBook Pro I'm writing this on was top of the range in 2010, and 5 years later it's still as good as anything on the market.
But my Fitbit Charge is not like that. You see, I chuckled when I heard that a friend of ours had to replace hers because it broke. Then my wife's Flex started to play up - it wouldn't hold a charge for more than a few hours. When we looked it up on the web, we saw pages of people suffering from the same problem. And Fitbit Support were fantastic about it. They didn't even ask her to send back the defective unit. Then last week I noticed that our friend's husband was walking much less than usual. I asked if he had broken a hip. He replied that his Fitbit was "suffering technical difficulties". In fact, everyone we know who owns a Fitbit has had cause to replace it at least once within the warranty period.

sink that looked like a Fitbit button, and sure enough, when I checked it had fallen off. As in my wife's case we checked the internet and saw that this happens very regularly. I reported it to Fitbit Support, who duly offered to replace it with almost no proof of damage at all. Clearly they were well versed in the process. My replacement unit is hopefully in the mail as I type.
The point is, Fitbits are not built to last. They're not even built to last the warranty period. I'm really struggling to understand how a company can build a commercial model around a product that will have to be replaced at least once at no cost to the customer. Are Fitbits so cheap to produce that the $130 retail price covers the production cost of multiple units? Maybe so. Maybe the markup includes that eventuality. But from the customer's perspective, am I really going to be happy to replace my Fitbit every 6 months? Especially after the warranty has expired and it's at my own expense...
Then there are the other little irritations that would discourage you from being a return Fitbit buyer. Mine has started to jump into console mode when I try to recharge it. That means I get the word "console" frozen on the display, and no amount of shaking or button pressing will get rid of it. Apparently this again is a common issue, and can be fixed by resetting your device. But should I have to do this?
Finally, although Fitbit support are extremely helpful when they inevitably have to replace your unit, they will only ship it to a very short and select list of countries. Malaysia was not on that list. Singapore was not on that list. Even though they retail their products in these countries, they won't ship replacement units there. Does that really sound like a globally-aware company to you? No, me neither.
So, whilst I really love my Fitbit and the concept behind it, and I really do credit them with motivating me to finally make good on a New Year's resolution, I wouldn't touch their shares with a barge pole because I have no doubt at all that once the big boys jump wholeheartedly into the wearables market, quality will eventually prevail. In ten years time will the next generation have heard of Fitbit? Probably not. It's a sad case of poor execution letting down a brilliant concept.