Understand local markets

Patrick McGivern, Senior VP – Fitbit

Patrick McGivern, Senior VP at Fitbit is bringing the consumer product perspective to the panel. Fitbit is now sold in 52 countries and Patrick shared how important understanding local social media was in their success. In the US, email is a successful way of reaching out to consumers whereas in China, a phone number is much more important. In Latin American, What’s App is a very commonly used and Fitbit to date, has not been very well positioned to operate with that media. He also discusses the importance of knowing the sophistication of the local customers and tailoring your engagement strategy to this knowledge.