The wearables market

What developments/trends can you see in the market for wearables?

There have been countless suppliers over the years, but they have often failed to develop a sensible product that actually worked for the wider market. It will certainly become easier in the next few years, especially in relation to GPS location. Advances in AI and machine learning will also positively contribute to us being able to measure better, more accurately and more reliably how our pets are faring.

How important is the pet sector to the overall market and how great a share of this does it have?

One reason why Tractive is the market leader is that we have always been extremely focused over the years. Even though it would be obvious to use the technology for children, dementia patients, bicycles or luggage, we have specialised in dogs and cats. We work with our 200-strong team every day on becoming better and developing the optimum product for our customers.

How do the various country markets differ from one another?

As most experts in the industry know, it is necessary to look in detail at marketing and the customer approach in each individual country. This starts with the packaging and ends with communication via e-mail, apps and the website. Purchasing power in each country also plays a big part. Tractive focuses on the European and North American market. The strongest countries – no surprises here – are Germany, the USA and the UK.