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Hong Kong based organisation Kingsoft is going to launch a mobile app named KeepFit. This app will help the users to have solutions of their illness and health related queries. Moreover, KeepFit app will be a classic mixture of expertise in software innovation and artificial intelligence, keeping the tagline as ‘It is Personal’. One user can have their solutions through texts or one can simply have the answers with an artificial voice. The app will help users to track their workouts and diet plans. The app also can be used as a health coach who can give solution through communicating and it will be one-to-one. The main idea behind the app is to provide users to keep healthy and fit in their own home in all seasons and all atmospheres. Moreover, this app will be launched globally in the next month. One can use this app in android Smartphone and iOS platform. It will be free for the users. If one is to choose the premium membership, then it will charge money from the users.
In recent time, common people are getting more health-conscious in day-to-day life. Their lifestyle induces diseases in their body. In result of this, people are trying to keep themselves fit and healthy and have nutrition in their daily meal. Keeping half an hour for exercise and gym keep the people healthy physically and mentally. Moreover, global trend sees the wellness economy is flourishing with estimating of $4 trillion in the year 2016 (Lister et al. 2014). This figure encompassed healthy eating, fitness, wellness tourism, gym and beauty salon. This figure lures most of the investors to invest more in the health sector. Kingsoft takes the recent app KeepFit as a giant leap for the artificial intelligence and software development as one can use the app in daily basis setting the alarm and daily meal chart. One can test their calories in daily intake; calculate their blood pressure, heartbeat and walking distance. Kingsoft wants to take the opportunity of digital innovation through app development.
KeepFit is keeping their eyes on main youngsters and the upper aged people. The target customers will be the niche people with higher income group. Youngsters are living an extreme life with no such diet plan and exercise routine (Burton and Felker 2015). This app will help the users to have a daily planning of exercise and diet requirements. In global basis, 32% Smartphone users have the private sector membership in fitness clubs (Sharkey and Gaskil 2013). KeepFit wants to grab that target consumers, moreover, upper aged people face health-related issues on the regular basis and they have queries regarding health check up. This KeepFit app can give them solutions with artificial voices.
Kingsoft organisation has already made a fan page on Facebook and Twitter on behalf of the new app KeepFit. The people need to like this and IT team from the organisation is providing people with the details and benefits of the app. People are noticing the name of the app and get to know about the benefits, these will increase interest among the consumers. However, interest may lead to a desire among the youngsters and upper aged people to try the free version of the app. The organisation is hoping that this social media strategy may lead to having the app in consumers' mobile.
Most importantly, Kingsoft is keeping the size of the app is less, just 5.5MB. First 1 million users may get a chance to have a free membership of the Elite club to have the one-year free subscription of the app with various benefits like, doctors on call, free health solution, nutrition tracker and tracking through smartwatches. Kingsoft has signed a contract with famous athlete Usain Bolt to promote the app and that will help the app to reach maximum numbers of users. Kingsoft is planning to provide this app free of cost to the healthcare professionals and behaviour change experts.
Blog post embedded digital marketing content
Figure 1: Digital Marketing Content
(Source: Kingsoftstore.com, 2017)
Rationale containing a link to blog
Maintaining a healthy and fit lifestyle is an obvious choice for nowadays because of the people’s changing lifestyle and urge to stay healthy. Now, 83% people aged above 50 do jobs and youngsters believe about healthy living (Thompson 2014). This approach leads to downloading the fitness app on Smartphone. Moreover, wellness and health market are developing every day and software makers are trying to enter the market with innovative products. Software makers are trying to develop new technologies that will attract the users to have and this leads to almost 3 billion Smartphone users are using the fitness app on their mobile. Moreover, KeepFit app is a blend of software innovation and artificial intelligence. Most importantly, the app will provide instant response to any query ‘asked or posted'. Softking will update the app in time-to-time to keep it updated with newest technologies with making partnerships with healthcare centres. This app has in build artificial intelligence and female voices will deliver the answer. Unlike other apps, this KeepFit app can run without the internet. The new technology of assigning this app with smart-watches and one can use this as their personal coach. The users can set diet chart according to weight and age. One can calculate BMR rate and pulse rate through the sensor. In addition, this app may help in behavioural changes, track in gyms, trainers and spending on food and commitment on time schedule.
Kingsoft estimates the market segmentation and they have segmented the market with demographic segmentation. The KeepFit will target mainly upper aged people and youngsters who have higher income rate and high qualification. This will ensure that users are aware of the fact of keeping themselves healthy and fit and they are capable of having Smartphone. Kingsoft is expecting to see in next five years the number of users in health and fitness apps will be doubled with novice and experts. All the users may not be able to keep a personal trainer, this KeepFit app will fulfil this place and the concept of a healthy living will be redefined, keeping the eye on budget, location and expertise.
Burton, M. and Felker, D., 2015. Android App Development For Dummies. New Jersey: John Wiley & Sons.
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Sharkey, B.J. and Gaskill, S., 2013. Fitness & Health 7th Edition. London: Human Kinetics.
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