Mercedes Launches In-Car Wellness Initiative With Wearable Data

What Happened
Mercedes-Benz is looking to improve the driving experience with a new health and wellness initiative that taps wearable data to improve a driver’s mood and comfort level. After setting up a Mercedes Me profile, Mercedes drivers can adjust climate control, lighting, seat massagers, entertainment systems in their vehicles. If they wear a fitness tracker, they can connect it to the profile and receive automatic adjustments on the in-car environments according to their stress level and other physiological stats. For example, if the system detects a driver is sleepy, it will play some energizing tunes to keep the driver alert. Moreover, drivers will also receive personalized health and fitness tips from Mercedes’  Fit and Healthy Coach, even when they stepped out of the vehicle. Mercedes says these features will be released “in the near future.”

What Brands Need To Do
This serves as the latest example of how brands may incorporate fitness and biometric data into AI-powered digital experiences and provide added value to their customers. By launching this wellness initiative, Mercedes is adding a new dimension to its driving experience and, because the initiative can reach drivers even when they’re not in the car, establish a holistic brand presence in customers’ daily lives. More brands can benefit from this approach and expand their services by leveraging those customer data to power new services and brand experiences.


Source: PSFK

Header image courtesy of Mercedes-Benz’s press release


Fitbit Officially Charges Forward With Three New Devices

Read original story on: The Verge

Over a week after their existence was leaked, fitness tracker leader Fitbit has officially announced three new wearable devices. The Fitbit Charge is an update to Fitbit’s previous Force fitness tracker, but the other two devices — the Charge HR and the Surge — include some powerful new technology that should allow users to get a picture of their health all day. Given their recent decision to opt out of Apple’s HealthKit, however, it seems like Fitbit might need to do more than just hardware updates to retain the user base.

Sector Spotlight: Quantified Health

One of the more interesting segments of the Quantified Self ecosystem involves health tracking. As platforms like Apple’s Healthkit and Google Fit begin to outline the new marketplace, Quantified Health could become a vital part of the connected self’s daily routine, as well as a new media channel through which brands can communicate with consumers. Here is just a small sample of health-tracking products going far beyond activity tracking.

What is Quantified Health?

Quantified Health is the sector of the market of wearables, apps, and sensors that monitor the way a user’s body and lifestyle perform on a daily basis. This creates data that can provide feedback on activity, leading to a positive impact on the way a person lives.


Sensoria is a line of “smart garments” with sensors embedded in the fabric. Socks can track common activities—step counts, speed, distance—but also can understand gait and foot placement to accurately analyze walking or running patterns. Its shirts and sports bras can function as an extension to a heart rate monitor. All of the products sync with a mobile device via Bluetooth.


Bellabeat is a suite of devices to intelligently track a pregnancy. The company offers a stylish wristband that tracks an expectant mother’s activity, stress, nutrition and sleep quality. Additionally, Bellabeat manufactures a non-ultrasound pregnancy monitor that can record and share a baby’s heartbeat, as well as send music to the baby in the womb. Rounding out the suite is a smart scale for both the mother and the baby.


There are a few meditation wearables on the market, but they usually come as part of a larger fitness package. Muse is the only meditation headband that we’ve come across — its sensors detect brainwaves, like a miniature EEG machine. The app provides goals for relaxation sessions, which are meant to reduce the intensity of brainwave patterns.

What opportunities does Quantified Health present to advertisers?

The advertising potential in Quantified Health products could open an entirely new channel to consumers. Apps can deliver branded content emphasizing fitness and health as users begin to integrate the technology into their lifestyle, and the surplus of data will present a more granular picture of demographics and user identities. Finally, the technology itself can be used to drive users toward purchase, with in-app marketplaces or deals.