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Sport going digital

Market report - 06/12/2016 Sport going digital

A driver for wearables

This report analyses the digital services and technologies deployed in sport. Particular emphasis is given to wearables, which now account for the majority of products marketed in connected sport.

The report provides an overview of the services and technologies that accompany connected sport.

It goes on to present the positioning and strategies of the main players along the market's value chain.

Lastly, the report provides an estimate of the market up to 2021, and analyses the obstacles and incentives affecting its development.


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1. Executive Summary

2. Methodology & definitions
 2.1. General methodology of IDATE's reports
 2.2. Scope of the report

3. What is on offer in the sports environment?
 3.1. General architecture
 3.2. Hardware

 3.2.1. Embedded sensors
 3.2.2. External sensors
 3.2.3. Illustration of embedded sensors and external sensors for use in sport
 3.3. Connectivity
 3.3.1. Wireless Personal Area Network (WPAN)
 3.3.2. Wi-Fi
 3.3.3. Bluetooth
 3.3.4. Cellular
 3.3.5. LPWA
 3.4. Middleware
 3.4.1. Data aggregation platforms
 3.4.2. Big data
 3.5. Applications
 3.5.1. Measuring performance
 3.5.2. Safety
 3.6. Connected objects spread to all sports

4. Positioning of market players
 4.1. General sports equipment manufacturers
 4.1.1. Under Armour
 4.1.2. Adidas
 4.1.3. Nike
 4.1.4. Other players
 4.2. Specialised sports accessory manufacturers
 4.2.1. Garmin
 4.2.2. Polar
 4.2.3. Suunto
 4.3. Pure players
 4.3.1. Sensors
 4.3.2. Connected wristbands/watches
 4.3.3. Applications
 4.4. CE manufacturers
 4.5. Internet players
 4.6. Telecom operators
 4.7. The major sports brands and electronics giants are expanding their presence on the value chain


5. Market and forecasts
 5.1. Forecasts
 5.1.1. Demand
 5.1.2. The market by segment
 5.1.3. The market by geographical region
 5.2. Market strengths and weaknesses
 5.2.1. Strengths
 5.2.2. Weaknesses
 5.3. How will the business models evolve?
 5.3.1. Revenues focused on the sale of devices…
 5.3.2. ...but applications do provide added value
 5.3.3. A means of fostering customer loyalty
 5.3.4. Towards a B2B2C model?
 5.3.5. The big IoT groups are moving to the centre of value chains
Tables
Table 1: Example of a tennis racket fitted with sensors
Table 2: Benefits and weaknesses of embedded sensors and external sensors
Table 3: Features of the main short-range technologies
Table 4: Benefits and weaknesses of cellular connectivity
Table 5: Benefits and weaknesses of LPWA connectivity
Table 6: Main API and SDK platforms
Table 7: Comparison between the main 'Quantified Self' running apps
Table 8: Sports targeted by connected services
Table 9: Hardware and software provided by the top three sports equipment brands
Table 10: Products and software provided by sports accessory companies
Table 11 : Type of products offered by pure players
Table 12: Main acquisitions in the connected sports business
Table 13: Main partnerships in the connected sports business
Table 14: Cost comparison of three sports items
Table 15: Main initiatives of insurance companies in sport and well-being

Figures
Figure 1: Common architecture for most wearable devices
Figure 2: Block diagram of a sensor node
Figure 3: Methods of connecting a connected object
Figure 4: Different sensors on the human body
Figure 5: Examples of connected wristbands and watches for sport
Figure 6: Multisport PIQ sensor
Figure 7: MC10 skin sensor
Figure 8: Overview of a Personal Area Network ecosystem
Figure 9: Main technologies in use according to bandwidth (in Mbps) and reach
Figure 10: Different consumption levels for different states
Figure 11: Technical comparison between the two versions of Bluetooth
Figure 12: Capturs tracker
Figure 13: Google Fit SDK principle
Figure 14: Connection between the Apple Watch and the Health app
Figure 15: Example of big data tennis analysis
Figure 16: Connected wristbands for fitness and sports
Figure 17: Connected fabrics
Figure 18: Wilson's connected basketball
Figure 19 : Viper Pod tracking system
Figure 20: Reebok Connected CheckLight Cap
Figure 21: Connected cyclist helmet
Figure 22: Characteristics users want in a smart watch
Figure 23: Apple Watch Nike+
Figure 24: HTC's and Under Armour's HealthBox
Figure 25: List of partners for Google Fit
Figure 26: Verizon's Sports & Fitness store
Figure 27: LeEco Super Bike (will be connected exclusively to the AT&T network)
Figure 28: Differences in key positioning of the various operators in the sport market
Figure 29: Positioning of the main players along the connected sport value chain
Figure 30: Sales of connected sports equipment worldwide, by category, 2014-2021
Figure 31: Installed base of connected sports equipment worldwide, by category, 2015-2021
Figure 32: Evolution of installed base of connected sports equipment by region, 2015-2021
Figure 33: Sports sales worldwide
Figure 34: Share of revenues linked to wearables technologies
Figure 35: User demand for IoT
Figure 36: Connected sports products according to user level
Figure 37: Main challenges for the Internet of Things
Figure 38: The running market
Figure 39: Several examples of connected wristband designs
Figure 40: Paris Nike Run Club webpage
Figure 41: Description of business models based on the sale of data
Figure 42 : Withings Pulse
Figure 43: Vitality status based on rate of savings
• Adidas/Runtastic
• Amazon
• Amgen
• Apple
• Asics/Runkeeper
• Asus
• AT&T
• Athos
• Axa
• Babolat
• Barclays
• Basis
• BodyCap
• Capturs
• CitizenScience
• Connected Cycle
• DaVita
• Decathlon
• Discovery Vitality
• Equisense
• E-traces
• Exoskin
• Fatsecret
• Fitguard
• Forcine Alpine
• Fwd Powershot
• Garmin
• Google
• HealthCare Partners
• HoopTracker
• HTC
• HydrateMe
• IBM
• Inside Coach
• Instabeat
• Intel
• Iofit
• Jawbone
• John Hancock
• Kaiser Foundation Group
• LeEco
• LG
• Lifebeam
• Lifesum
• Livall
• Lockton
• Lynxfit
• MC10
• Microsoft
• Misfit
• Moi
• Moijo
• Moov
• Motorola
• NewBalance
• Nike
• Nokia
• Noom
• North
• Oakley
• Orange
• PIQ
• Polar
• Qualcomm
• Ralph Lauren
• Recon
• Reebok
• RideOn
• Rossignol
• Samsung
• Schockbox
• Sensoria
• ShotTracker
• Sigfox
• SmartHalo
• Smash
• Sony
• Sophia
• Speedo
• Statsports
• Strava
• Suunto
• Swimbot
• Syrno
• Telefσnica
• Timex
• Tmobile
• TomTom
• Trace
• Under Armour/Endomondo
• United Health
• Vanhawks
• Verizon
• Vert
• ViperPod
• Vitality
• Vodafone
• Volvo
• Wilson
• Withings
• Xiaomi
• Xon-snow-1
• Zebra
• Zepp
1. What is on offer in the sports environment?
 • Different systems for sensors in sport
 • BLE and Wi-Fi are the best solutions for connectivity
 • New market prospects with data aggregation platforms
 • The aim of most applications is to measure performance: Quantified Self
 • The range of connected objects is spreading to all sports

2. Positioning of market players
 • Different strategies of sports equipment manufacturers
 • Traditional sports accessory manufacturers are diversifying and making their solutions more accessible
 • Pure players are positioned throughout the value chain
 • Manufacturers of consumer electronics are favouring partnerships with sports equipment manufacturers
 • Internet players form part of the value chain in the supply of services and data handling
 • Operators are essentially adopting the role of distributor of connected products in the sport sector
 • A highly competitive sector comprising players historically positioned in other markets

3. Market and forecasts
 • Growing demand
 • Sales are likely to surge
 • Market strengths
 • Market weaknesses
 • How will the business models evolve?
See previous publications related to Connected Objects

See full list of publications related to Internet Economies



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