Suk-Ki Hong, Journal of Internet Computing and Services, Vol. 16, No. 5, pp. 93-98, Oct. 2015
10.7472/jksii.2015.16.5.93, Full Text:
Keywords: Internet of Things (IoT), Activity Trackers, Customer Needs, Wearable Devices, Variance of Analysis

Abstract

IoT (Internet of Things) is recently burgeoning as business applications as well as ICT itself. Among the business applications of IoT, wearable devices are recognized as a leading area of customer devices. This research first identifies customer needs of activity trackers (fitness trackers), as one of representative wearable devices, and mapping the identified needs with the well-known marketing model of marketing mix (4 P's: Product, Price, Promotion, and Place). Survey was applied to university students for identifying current and potential needs for activity trackers. The needs were classified by 4 P's, and according to the results, different from other IT devices, activity trackers has more potential needs. Moreover, reliable distribution channels, offline and company owned shops were preferred, rather than online shopping mall by third parties. The results would provide some valuable implications to not only designers of activity trackers but also business management.

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