The Premiumization of Pebble

For a classic example of a Christensian market move, the latest premiumization of the Pebble Smart Watch is excellent.

Question is this: how does making it all steel and lovely help Pebble counter a forthcoming competitor from Apple (we all assume there is one)?

4 Responses to“The Premiumization of Pebble”

  1. Ali
    January 7, 2014 at 1:09 am #

    I’m not entirely convinced this was a natural/good move. I had hardly heard of Pebble making any in-roads on the lower end of the market, let alone playing in the premium end. I believe if they had dug themselves in further and won a larger loyal fan base on the lower end and particularly with a clearer market segment (because I still don’t know who their target demo is), then their move up-market would have been more defensible.

    But, all speculation right now, admittedly.

    • jawgardner
      January 7, 2014 at 1:23 am #

      I have a pebble, and I love it. Though I have to say I was a bit stretched to pay $150 for it. I can’t even imagine spending $100 more for the same device with no new functionality (well, it has, apparently, a little light that lights up when it needs to be charged).

      So I think I’d agree with you: this is a move that is earlier than I’d have expected from them.

      I enjoy your blog, by the way. Thanks for commenting!

  2. George
    January 7, 2014 at 6:27 pm #

    The market is clearly immature at this point and I’m just waiting for the Pebble to stabilize on my Android OS (e.g. you have to disable some key functionality on the Galaxy S4 to use it and it destabilizes other bluetooth devices) so expansion seems a bit premature to me.

    Having said that, I disagree with your comment on it being a stretch for the $150 price point for the current offering. I’m by no means a premium watch purchaser but I don’t think I’ve purchased any watch for less than $100 in 20 years so $50 for phone integration seems pretty reasonable.

    • jawgardner
      January 7, 2014 at 6:30 pm #

      Hi George… but if there was the choice of getting phone integration for 50 bucks OR phone integration + steel for 150 bucks, do you really choose the steel?

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