Fitbit may be sustaining eye-watering multiples after a few days of trading— but risks losing its halo if it fails to look beyond the Surge model and aggressively expand into smartwatches. Equally important, Fitbit must concentrate on seizing an early commanding position as a fitness platform leader as the e-Health meets CE ecosystem starts to form. 

The global smartwatch opportunity will become fiercely competitive and profit-squeezed as mobile and CE giants start to flex their muscles, and it is the depth and breadth of competing fitness platforms where long term customer value and stickiness will accrete. Because these platforms will either become tomorrow's e-health leaders, or be folded into them via acquisition, Fitbit must stay laser focused on long term platform prominence. Among major players, Underarmour sells no wristwear but has invested organically and inorganically into its Connected Fitness platform to become the industry leader. Jawbone also 'gets it' and just recently opened up their UP Smart Coach platform to non-Jawbone devices such as Huawei’s Talkband B2.  

Fitbit needs to “go wide”!