档案库 · 硬件与设备 · 战略决策 · 1999–2017
可穿戴设备押注失败后Jawbone清算；CEO转向临床健康领域
可穿戴设备制造商Jawbone融资约9.51亿美元；2017年7月开始清算，同时CEO侯赛因·拉赫曼创办临床健康公司Jawbone Health Hub。
Jawbone
做的是什么生意
Jawbone made consumer hardware — the Jambox Bluetooth speaker and the UP line of wearable health trackers — and in its final years was trying to move from selling devices toward clinical health services built on the data they collect.
起因
Jawbone's roots go back to the late 1990s. It built a once-mighty speaker business with Jambox, then a line of wearable health trackers, and raised roughly $951 million over the years from Andreessen Horowitz, Sequoia, Kleiner Perkins, JP Morgan, Mayfield and Khosla. When the consumer wearable market started declining, the company was in a multi-year struggle to stay relevant and locked in a legal war with Fitbit.
经过
BlackRock-managed funds had pumped $300 million more into the company about a year before Rahman's June 2016 'we're still committed' blog post. By early 2017 Jawbone's Facebook and Twitter accounts were silent and customer complaints piled up unanswered; TechCrunch reported in February 2017 that Rahman was planning to shift from consumer devices toward clinical health services. In March 2017 the law firm representing Jawbone stepped aside from the Fitbit fight, citing 'professional considerations,' and the once-mighty Jambox speaker business was already out of the picture.
结果
On 2017-07-06 TechCrunch reported that Jawbone was being liquidated — first noted by The Information and independently confirmed — and that some employees were moving to Jawbone Health Hub, a new company funded by a new, unnamed investor that had posted hardware and software job listings describing a mission to revolutionize primary care. Sherwood Partners was handling the liquidation, including the ongoing legal war with Fitbit.
背景
Jawbone是一家消费硬件公司，其根源可追溯至1990年代末：它打造了曾经强大的Jambox音箱业务，随后推出UP系列可穿戴健康追踪器，从Andreessen Horowitz、红杉、Kleiner Perkins、摩根大通、Mayfield和Khosla融资约9.51亿美元。其背后的赌注是，专门的健康追踪可穿戴设备是一个持久的品类——设计驱动的硬件公司能比Fitbit更持久，并将多年的生物特征数据转化为临床健康业务。
随着可穿戴市场衰退和专用手环失势，这一赌注失败。黑岩管理的基金在拉赫曼2016年6月发表“我们仍致力于此”文章前约一年向Jawbone注资3亿美元，然而到2017年初其Facebook和Twitter账户沉默，投诉堆积无人回应。2017年2月，TechCrunch报道CEO侯赛因·拉赫曼计划从消费设备转向临床健康服务；3月，代表Jawbone的律师事务所退出与Fitbit的法律战，理由是“专业考虑”。
2017年7月6日，The Information首先指出，TechCrunch随后报道，Jawbone最终被清算。Sherwood Partners负责清算过程及持续的Fitbit诉讼，而部分员工则转向Jawbone Health Hub——一家由新的匿名投资者资助的新公司，发布了硬件和软件招聘信息，描述其使命是彻底改变初级保健。拉赫曼和老公司保持沉默，和过去两年大部分时间一样。
这件事要成立，得有什么
- 品类转向：可穿戴行业进入衰退，专用手环失势，而Jawbone多年来在与Fitbit和更廉价竞争的对抗中苦苦挣扎。
- 金钱买不来持久优势：约9.51亿美元的资金无法让设计驱动的品牌在Jambox音箱业务消失、追踪器成为商品后脱颖而出。
- 与Fitbit的法律战消耗了终局：2017年3月Jawbone自己的律师事务所退出，清算留给Sherwood Partners去处理最后的难题。
- 转型不得不在公司外部进行：Jawbone Health Hub需要新的、无关的投资者和新的招聘信息，因为旧实体的品牌和资产负债表已在清算中。
可借鉴之处
资本不能让消费硬件品类持久：一旦可穿戴设备商品化，约9.51亿美元也救不了Jawbone；救助需要新的投资者、公司和客户。
后续进展
截至2017年7月6日，Jawbone正在清算：Sherwood Partners负责处理清算过程及与Fitbit的法律战，而Jawbone Health Hub——一家由新的匿名投资者资助的新公司——发布了硬件和软件开发者招聘信息，描述其使命是结合20多年的专有可穿戴技术和临床相关信号，通过持续的数据驱动对话连接患者和医生。拉赫曼保持沉默，和过去两年大部分时间一样，Facebook和Twitter仍无动静，客户投诉未获回应。
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