Microsoft outsmarts Apple Watch
Microsoft outsmarts Apple Watch
By: Matt Krantz March 17, 2015 9:00 am
Microsoft (MSFT) is ramping up production and
distribution of its Band smartwatch — capitalizing on the popularity of the
device before Apple (AAPL) has shipped a single watch, the company announced
Tuesday.
Production of the Microsoft Band, a $200 fitness wearable
that also functions as a streamlined smartwatch, will be boosted as the device
will now be sold at retailers Best Buy, Amazon.com and Target. Previously, the
Band was available only at Microsoft’s stores and at Microsoft.com in limited
quantities. The Band will also be sold in the United Kingdom.
The aggressive expansion of the Band comes a month before
the Apple Watch is expected to be shipped. And while consumers don’t appear to
be excited about the Apple Watch, the Band has been an unexpected hit for
Microsoft. Microsoft hasn’t disclosed sales numbers, but the product has been
constantly out of stock in Microsoft Stores and available only for consumers
who put their names on wait lists. Apple’s stock faltered after showing its
watch last week.
In some ways, Apple is executing like the old and
dominant Microsoft and Microsoft is executing as the resurgent Apple in the
smartwatch race. The Microsoft Band is highly focused on core tasks and is
understated — giving it performance advantages in key areas, namely battery
life. The Band works with all major smartphone operating systems, including
those running Apple’s iOS and Google’s Android in addition to Microsoft’s
Windows. Meanwhile, the Apple Watch is attempting to be the technology
jack-of-all-trades of smartwatches — making big trade-offs in exchange, namely
battery life. And the Apple Watch is closed and proprietary — working only with
Apple’s smartphones.
The Apple Watch is expected to last only 18 hours between
charges, yet the Band can go roughly two days on a single charge. The Band can
handle health and sleep tracking, such as heart rate monitoring, but has
critical smartwatch functionality, including the ability to send and receive
text messages, check stock prices and pay wirelessly at Starbucks. And the Band
sells for $200, until the arrival of the Apple Watch, which will start at $350
for the lowest-end model.
It’s a major reversal in strategies. This time, it’s
Microsoft that has announced a product, made it immediately available and then
boosted production and availability. The ramp-up in distribution of the Band
comes five months after Microsoft launched the wearable last October — beating
the Apple Watch to market. The Apple Watch, shown months ago, won’t ship until
April.
How time flies.
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