Crecimiento en el mercado de los wearables

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CLAVES:

  • La tecnología wearable se encuentra presente en un amplio abanico de sectores aunque, está cada vez más orientado a mejorar el bienestar y la calidad de vida de las personas.
  • Durante el segundo trimestre del año se vendieron 22,5 millones de dispositivos wearables en todo el mundo, suponiendo un crecimiento del 26,1%.
  • Fitbit sigue siendo la compañía líder en la venta de wearables, todo lo contrario a Apple que ha vendido un 56,7% menos que el año pasado.
  • De acuerdo con Gartner entre el 2015 y el 2017, la adopción de relojes inteligentes tendrá un crecimiento del 48%.

La tecnología wearable se encuentra presente en un amplio abanico de sectores que satisfacen nuestras necesidades y deseos con la finalidad de aumentar nuestra calidad de vida, mejorando, por ejemplo, la salud de los pacientes, la seguridad de las personas que se exponen a ciertos riesgos en su trabajo diario o el entrenamiento de los deportistas que se preparan para una competición.

A pesar de que se puede encontrar en muchos sectores, ésta tecnología está cada vez más orientada a mejorar el bienestar y la calidad de vida de las personas.

[section label=”Un crecimiento considerable” anchor=”Un crecimiento considerable”]

Un crecimiento considerable

Durante el segundo trimestre del año se vendieron 22,5 millones de dispositivos wearables en todo el mundo. Sin duda, se trata de una cifra que da una idea de la importancia que está cosechando este tipo de aparatos en el mercado. De hecho, supone un crecimiento del 26,1% con respecto al mismo periodo del año anterior, con el surgimiento de nuevos casos de uso. Y todo ello, a pesar del frenazo en ventas que registró Apple, las cuales se redujeron en más de la mitad.

En este contexto, IDC divide el mercado de dispositivos wearables en dos categorías:

  • Los básicos, aquéllos que no son compatibles con aplicaciones de terceros.
  • Los inteligentes, los que sí son compatibles con aplicaciones de terceros.

Las diferencias entre ambos son evidentes. Mientras que los primeros crecieron un 48,8% respecto al segundo trimestre de 2015, los segundos disminuyeron un 27,2%.

“Los wearables básicos, los cuales incluyen a la mayoría de los dispositivos de fitness, se han beneficiado de una combinación de factores: una clara propuesta de valor para los usuarios finales, una abundante selección de aparatos de múltiples proveedores y precios asequibles, explica Ramón Llamas, director de la investigación de Wearables de IDC. En consecuencia, continúa, “los dispositivos wearables representaron el 82,8% del total durante el trimestre, y más proveedores siguen entrando en este mercado”. Ahora bien, advierte, el peligro es que la mayoría de los dispositivos terminen copias de los demás, por lo que es cada vez más difícil diferenciarse en un mercado tan saturado.

Por otro lado, y según Llamas, los wearables inteligentes “todavía están luchando para encontrar su lugar en el mercado”. Y prosigue: “Hay mucha curiosidad por ver lo que estos dispositivos, particularmente los smartwatches, pueden hacer, pero todavía tienen que convencer a los usuarios de que son un elemento imprescindible”. Lo bueno es que aún se encuentran en sus etapas iniciales y los proveedores están dando los pasos adecuados para mejorarlos.

Jitesh Ubrani, analista de IDC, señala que el mundo del deporte (fitness) es el que más tira de la demanda de relojes y pulseras. Sin embargo, también dice que los usuarios están explorando nuevos usos para sus relojes y pulseras inteligentes, como la comunicación y los pagos móviles.

[section label=”Los cinco mejores fabricantes de wearables” anchor=”Los cinco mejores fabricantes de wearables”]

Los cinco mejores fabricantes de wearables

IDC se ocupa en su informe de analizar el comportamiento de las ventas de cada fabricante en el segundo trimestre. Destaca sobre todo el descenso registrado por parte de Apple, que pasa de suministrar 3,6 millones de unidades durante el segundo trimestre de 2015 a 1,6 este año, un descenso del 56,7% que le ha hecho perder trece puntos de cuota de mercado y la segunda posición en favor de Xiaomi. El que la compañía de la manzana no haya lanzado un nuevo modelo en el aniversario de la primera generación de Apple Watch, que se empezó a vender en abril de 2015, explica, según IDC, este retroceso.

Captura1
Fuente: IDC

[section label=”Fitbit” anchor=”Fitbit”]

Fitbit

Al igual que el año pasado, Fitbit sigue siendo la compañía líder en la venta de wearables, gracias a sus pulseras deportivas. El argumento por el que muchos clientes las escogen es por su calidad y precisión, que es multiplataforma y que incluye añadidos bastante interesantes. Han crecido un 28,7%, pasando de vender 4.4 millones de unidades trimestrales a 5.7 millones en solo un año.

Por otro lado, en el segundo puesto se encuentra Xiaomi con sus MiBand. Desde que Xiaomi presentó su primera MiBand ha conseguido un gran éxito gracias a la aplastante relación calidad/precio que dispone. A pesar de lo genial que es la MiBand 2, el crecimiento de Xiaomi este trimestre no ha pasado del 2,5%, distribuyendo 3.1 millones de unidades.

thumb
Fuente: El androide libre

Una de las novedades de la Feria de Tecnología IFA 2016 fue el Flex 2 como sucesor de la pulsera más básica de la marca, y Charge 2como cuantificador avanzado para quienes disfrutan haciendo deporte. Son los llamados a mantener a Fitbit en el “trono” de la tecnología wearable.

[section label=”Apple” anchor=”Apple”]

Apple

El Apple Watch es uno de los dispositivos más cargados de polémica. El reloj inteligente de Apple es uno de los más caros del mercado, además de ser compatible solo con iPhone y iPad. Esto ha supuesto que sea uno de los peores dispositivos de la manzana a nivel de ventas.

No obstante, esto le ha valido para mantener una tercera posición en el mercado de los wearables (aunque con mayor margen de beneficio que sus rivales, todo sea dicho). Apple ha vendido un 56,7% menos que el año pasado, y seguramente se deba a que la segunda generación estaba al caer.

De hecho, este miércoles Apple presentó el Apple Watch 2, que apuesta por un perfeccionamiento técnico de los distintos elementos del dispositivo, una mayor versatilidad, además de la posibilidad de usarlo para nadar, ya que es sumergible y no solamente resistente al agua como su predecesor.

Además Apple anunció una alianza importante entre su compañía y Nike, ya que lanzan una nueva edición de Apple Watch dedicada al running. Tendrá watchfaces especiales además de correas especiales en colores negro y gris. El diseño de estas correas es que están cubiertas de agujeros con un acabado sport.

modelo-especifico-nike-apple-watch-series-2-810x381
Fuente: TICbeat

[section label=”Garmin” anchor=”Garmin”]

Garmin

Aunque Apple mantenga el tercer puesto, Garmin ha logrado un enorme progreso en tan solo un año, llegando a empatar con la manzana. Los entusiastas del deporte cada vez compran más wearables, y Garmin ha sabido aprovecharlo, incrementando su índice de ventas a 1.6 millones este segundo trimestre, una cifra que duplica los 0.8 millones que vendieron el año pasado en esta época del año.

[section label=”Lifesense” anchor=”Lifesense”]

Lifesense

Garmin no ha sido la única sorpresa en este top de fabricantes, ya que tenemos a un nuevo protagonista en este top. Se trata de Lifesense, una nueva marca china que ha conseguido vender 1 millón de unidades en este trimestre, llamando la atención el hecho de que hace un año ni siquiera estaban en el mercado.

Su dispositivo estrella es el Lifesense Mambo, una banda deportiva que compite directamente con la Xiaomi Mi Band 2, y ofreciendo incluso una mejor relación calidad/precio.

[section label=”Android Wear” anchor=”Android Wear”]

Android Wear

El mercado de los wearables sigue siendo complicado para Android Wear. Si observamos a los principales fabricantes, la tendencia (a excepción de Apple) son productos destinados a medir nuestra actividad y mostrar notificaciones, también podemos ver que los precios de los dispositivos más populares rondan entre los 20-120 euros.

¿Deberían Google y sus socios aprender de los principales vendedores del mercado? Apuntar a la mejor calidad o buscar la mejor relación entre funcionalidad y precio parecen ser las claves para triunfar en un mercado que a pesar de no despegar, sigue creciendo año tras año.

[section label=”Los wearables en el futuro” anchor=”Los wearables en el futuro”]

Los wearables en el futuro

Las novedades en la feria de tecnología IFA 2016 con respecto a los relojes inteligentes no se hicieron esperar. También las firmas de investigación hicieron su aparición en el evento retomando algunas cifras que revelan la magnitud de este creciente negocio y en general del segmento de wearables, en el que se incluyen relojes, audífonos Bluetooth, pulseras inteligentes y monitores deportivos.

De acuerdo con Gartner, en el 2016 los wearables generarán en el mundo 28.700 millones de dólares, de los cuales 11.500 millones (más de la tercera parte), le corresponderá a los relojes inteligentes. “Entre el 2015 y el 2017, la adopción de relojes inteligentes tendrá un crecimiento del 48%, debido principalmente a la popularización de los dispositivos de Apple como aparatos que marcan tendencias y estilo de vida. Los relojes tienen el más grande potencial entre todos los wearables hasta el 2019, cuando se espera que alcancen los 17.500 millones de dólares”, dijo en IFA 2016 Angela McIntyre, directora de investigaciones de Gartner.

Por su parte, según declaraciones a la revista oficial de IFA 2016, IFA International, Jan Wassmann, consultor senior de telecomunicaciones globales de GfK, mencionó que mientras la demanda de relojes está creciendo entre los consumidores por todas las características que ofrecen, sin duda la principal que motiva a las personas es la relacionada con salud y deporte“Los relojes se están adaptando con más y más funciones que los convierten en un auténtico computador deportivo de pulsera”.

Captura5
Fuente: Gartner

En términos de unidades, Gartner contabilizó 232 millones de wearables vendidos en el 2015, dentro de los cuales son representativos los audífonos Bluetooth (116 millones), relojes y bandas inteligentes (cada uno con 30 millones) y relojes deportivos y monitores deportivos (cada uno con 21 millones). Para el 2016, la expectativa es de alcanzar un total de 274 millones de unidades, con 128 millones de audífonos Bluetooth, 50 millones de relojes y 34 millones de bandas inteligentes. En el 2017, la firma pronostica que la cifra total subirá a 322 millones de unidades, siendo representativos los audífonos Bluetooth con 139 millones, relojes con 66 millones y bandas con 44 millones.

IDC. Basic Wearables Soar and Smart Wearables Stall as Worldwide Wearables Market Climbs 26.1% in the Second Quarter, According to IDC. 6 de septiembre de 2016 [consultado 09-09-2016]. Disponible en: http://www.idc.com/getdoc.jsp?containerId=prUS41718216

GARTNER. 10 Wearable Technologies and Capabilities That Should Not Be Ignored. [consultado 09-09-2016]. Disponible en: http://www.gartner.com/smarterwithgartner/10-wearable-technologies-and-capabilities-that-should-not-be-ignored/?cm_mmc=social-_-rm-_-gart-_-swg

GARTNER. Gartner Says Worldwide Wearable Devices Sales to Grow 18.4 Percent in 2016. [consultado 09-09-2016]. Disponible en: http://www.gartner.com/newsroom/id/3198018

FITBIT. Meet Fitbit Charge 2—and Start Making Every Beat Count. [consultado 09-09-2016]. Disponible en: https://blog.fitbit.com/meet-fitbit-charge-2-and-start-making-every-beat-count/

FITBIT. Introducing Fitbit Flex 2, the Fitness Tracker that Fits Your Life. [consultado 09-09-2016]. Disponible en: https://blog.fitbit.com/introducing-fitbit-flex-2-the-fitness-tracker-that-fits-your-life/

APPLE. Apple Watch Series 2. [consultado 09-09-2016]. Disponible en: http://www.apple.com/apple-watch-series-2/

GARMIN. Introducing Delta Smart: Groundbreaking Smartphone-Based Training and Activity Tracking for Dogs. 8 de septiembre de 2016 [consultado 09-09-2016]. Disponible en: http://newsroom.garmin.com/press-release/outdoor/introducing-delta-smart-groundbreaking-smartphone-based-training-and-activity-

ANDROID. Android Wear 2.0. [consultado 09-09-2016]. Disponible en: https://developer.android.com/wear/preview/index.html

SILICON. Son los wearables más básicos los que sostienen el mercado. [consultado 09-09-2016]. Disponible en: http://www.silicon.es/wearables-mas-basicos-sostienen-mercado-2317444

ITUSER. El uso de dispositivos wearables se dispara en un año. 7 de septiembre de 2016 [consultado 09-09-2016]. Disponible en: http://www.ituser.es/en-cifras/2016/09/el-uso-de-dispositivos-wearables-se-dispara-en-un-ano

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