Google is buying Fitbit. In this blog post, I’ll touch on why they are doing this, how the deal is working out so far, and why it hasn’t been closed yet. More importantly, I plan to dive into the big picture plan for Google when it comes to bioinformatics, as well as the future of privacy policies when it comes the the data that is (literally) closest to your heart: health and fitness data.
In late 2019, Google announced they were buying out Fitbit, a company that has been independently building fitness tracking equipment for twelve years. They are following Apple, Samsung, and other tech firms in the wave of interest in fitness, health, and body tracking as the future of technology. Specifically, investing in wearables, like the trackers Fitbit makes, is a sensible move for Google, which currently does not provide many competitors to Apple and Samsung’s smart watches. At the surface, this looks like a simple product buy-out: now Google will have wearable fitness tech to compete in the burgeoning market. With the smartwatch industry looking to double by 2023, and with wearable technology increasingly becoming a part of daily life, it’s a business-savvy move to acquire Fitbit’s product line and team.
But there’s more to it than that. Google already has the brilliance and the hardware and software resources to begin creating its own wearables, and there’s plenty of intellectual property room in the field for new innovations. In 2019, Google paid $40 billion for workers and technology from the Fossil Group’s watchmaking research and development team. They already have plenty of innovative software and hardware teams that have worked on myriad Google products in the past. If Google really wanted to, they could create their own competitive wearables. Besides the Fitbit name and product line, what’s in it for them?
The health data of millions of Fitbit users is one possibility. Though Google representatives have stated they will not use this user health data for targeted advertising, there are plenty of other profitable (and, sometimes, ethically questionable) uses for this sort of data. This is especially true when the data is information as vulnerable as that relating to health and fitness- just think of the legal tangle that is the healthcare privacy and insurance ecosystem in the United States.
When shared with employers, insurance companies, or government entities, health data is something that could potentially decide whether or not employees got a health bonus of some kind, what rates they pay on insurance, what jobs they can hold, and what sorts of government benefits they might have access to. Most of this is speculation, but it’s speculation based on a sticky slope we are already on when it comes to sharing health data. Employer health and wellness incentives are becoming more and more popular- which is great!- and they sometimes use easy tracking programs to encourage employees- which is worrying. A proposed bill could allow employers to make employees to choose between a mandatory DNA test (handing the results over, of course) or heavy fines. many companies, such as Levi Strauss, are offering employees free DNA testing as a health and wellness perk.
Although medical professionals have warned that these tests are not particularly useful for predicting the variety of genetic diseases employees go looking for in their DNA, the tests continue to be popular. (A single gene mutation that happens to be the same as a gene mutation of someone who is high-risk for breast cancer, for example, does not usually indicate that an otherwise low-risk person is suddenly high risk. For complex illnesses such as these, such diagnostic testing can do more harm than good, some doctors say, sowing seeds of unneeded anxiety.) Although I don’t have time to delve into the questionable privacy details of genetic testing the the future of the network of tested DNA that is being developed, the rise in popularity of such tests as a perk is just one sign that employers are getting more involved in employees’ health data management.
So, everyone wants as much of their own health data as they can get, and everyone else- corporations, employers, insurance companies- would like to get their hands on it as well. What could Google, specifically, be hoping for?
For one thing, healthcare systems all over the world are a complicated mess- especially in the United States. Any corporation that can make this complicated, expensive world easier for the everyday user to navigate could reap great reward. Fitbit currently has direct relationships with governments, insurance providers, and employers all over the world, providing discounted trackers as part of special benefit packages. By buying Fitbit and its data, Google inherits these connections, landing their influence much closer to the individual than they might have gotten as part of a colossal corporate conglomerate charging forth with a new product. It’s difficult to build those sorts of relationships, and having them gives Google a head start. For this reason, I speculate that Google is making this acquisition primarily to inherit the name and established, trusted network of the Fitbit company. This merger is taking a while to go through, because both companies are colossal and have a variety of issues to sort out (in fact, Google is facing several antitrust lawsuits already). More specifically, lawmakers are still concerned about allowing the already-giant Alphabet conglomerate (Google’s parent company) swallow up Fitbit. The reason many of them are concerned? The data acquisition. Paired with Google’s recent interest in health artificial intelligence, it looks suspicious to policymakers worried for individual health privacy. Nonetheless, as of right now, is seems as if the deal will likely, eventually, go through.
Do I see anything directly morally questionable in the desire to obtain Fitbit’s name and network? Probably not. It’s a strategic business move. However, it signals that Google wants to get in the nitty-gritty of the healthcare system, communicating directly with employers, governments, and insurance providers. This means technology companies are going to be more and more inextricably linked with our health information, not just through the devices they manufacture and the services they maintain, but through the race to give healthcare a Silicon Valley makeover. When the companies creating the healthcare interfaces we use are no longer just focused on health, it becomes more and more likely each day that the lines will blur between internet behavior pattern data and the newly acquired medical data.
Google already uses search patterns to help track disease spreading, and those models could probably be made much more effective with the (hopefully differentiated) reporting of average heart rate, step count, and so on in an area. The widening horizons of health artificial intelligence also suggest the data could be used to train algorithms. The road going forward is uncertain, and health privacy is precious. We must all remain vigilant and watch out for privacy pitfalls, remaining aware of who has the valuable information our bodies create.
Sources:
https://time.com/5717726/google-fitbit/
https://fortune.com/2018/04/19/levi-strauss-ceo-dna-testing/
https://www.forbes.com/sites/janetwburns/2017/03/14/gop-bill-could-force-employees-to-undergo-dna-testing-or-pay-thousands/#47171bb171fe
https://www.fool.com/investing/2020/02/10/google-buying-fitbit-is-not-a-done-deal-in-2020.aspx
https://www.forbes.com/sites/kateoflahertyuk/2020/02/21/googles-2-billion-fitbit-deal-time-to-quit-your-smartwatch/#633016ce3108
https://gizmodo.com/surprise-fitbits-first-new-product-under-google-is-a-f-1842564469