Please ensure Javascript is enabled for purposes of website accessibility

Instant Analysis: Fitbit Unveils New Alta Tracker

By Evan Niu, CFA – Feb 3, 2016 at 1:30PM

You’re reading a free article with opinions that may differ from The Motley Fool’s Premium Investing Services. Become a Motley Fool member today to get instant access to our top analyst recommendations, in-depth research, investing resources, and more. Learn More

Fitbit shows off a new fashion-oriented activity tracker.

What happened?
Activity tracker maker Fitbit (FIT) has just unveiled a new fitness tracking device called the Alta. The company is making fashion an important aspect of the new fitness wristband, calling it a "fashion-forward" device.

It features interchangeable bands in a wide range of colors, and tracks all the standard health metrics that you would expect and also delivers notifications. Alta is available for pre-order for $130, and retail availability is expected next month.

Does it matter?
When Fitbit introduced Blaze last month, investors were concerned that the company wasn't updating its core products. While the Charge, Charge HR, and Surge still haven't gotten updated, the Alta does represent an important addition to the lineup. It's a more full-featured and redesigned tracker compared to the minimal Flex, and significantly, is priced at a premium (Flex costs $100).

At the same time, there has been an important trend within the wearables market toward fashion and aesthetics. Consumers now demand a greater emphasis on customization and appearance, which Fitbit is addressing with Alta. Considering Fitbit's current reliance on hardware revenue, it's reassuring to know that the company remains focused on developing new products to cater to the evolving wearables market.

Evan Niu, CFA has no position in any stocks mentioned. The Motley Fool has no position in any of the stocks mentioned. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.

Invest Smarter with The Motley Fool

Join Over 1 Million Premium Members Receiving…

  • New Stock Picks Each Month
  • Detailed Analysis of Companies
  • Model Portfolios
  • Live Streaming During Market Hours
  • And Much More
Get Started Now

Stocks Mentioned

Fitbit, Inc. Stock Quote
Fitbit, Inc.
FIT

*Average returns of all recommendations since inception. Cost basis and return based on previous market day close.

Related Articles

Motley Fool Returns

Motley Fool Stock Advisor

Market-beating stocks from our award-winning analyst team.

Stock Advisor Returns
327%
 
S&P 500 Returns
105%

Calculated by average return of all stock recommendations since inception of the Stock Advisor service in February of 2002. Returns as of 09/28/2022.

Discounted offers are only available to new members. Stock Advisor list price is $199 per year.

Premium Investing Services

Invest better with The Motley Fool. Get stock recommendations, portfolio guidance, and more from The Motley Fool's premium services.