The arrival of the 3D body scan era-What is the utility value of "measurement data" that turns the 30 billion yen market into a huge business | BRIDGE Technology & Startup Information

Many people will remember the experience of "ZOZOSUIT" when they hear "body scan". It arrived at my home and gave me a very unique experience.

However, I also felt the weakness that after using it once, it would be put in the closet as it is, or it would be used only once every six months to a year at most. Distributing the kit to the initial users for free leads to a huge amount of data collection, but at the same time, I felt the problem of "low data update frequency" through the actual product experience.

2018 when the barrier of `` measurement'' goes down sharply

It is clear from past trends that increasing the frequency of data collection is the axis of product growth.

For example, the monthly clothes rental services "Stitch Fix" and "Le Tote" naturally create contact points for receiving product feedback every month, and are designed to collect data from at least one customer 12 times a year (monthly use). If you do). In this way, we regularly refine our services based on feedback data.

If you keep old data, you may lose the opportunity to improve the service. In this regard, as mentioned above, ZOZOSUIT does not have a lead wire that collects data by wearing a suit on a regular basis, so it may be an issue for the time being whether continuous use can be naturally enhanced.

The important factor here is the point of contact with the user. Above all, where to place the "measurement contact" is important.

Looking at the user experience from a "measurement" perspective, the competition is next-generation scales with 3D body scan technology. Strangely, 2018 will be the year when the next generation scale startup for home use will start.

According to the release of Research and Markets, the global body scanner market will reach $ 3.28 million by 2022. The figure of about 30 billion yen on a global scale may be small, but there are startups that may seize big business opportunities by making full use of this small market. In this article, I would like to introduce the two startups and consider their strategies.

The first one to introduce is "Shape (formerly ShapeScale)". Graduated from the 2015 program of the well-known accelerator Y Combinator. The company plans to launch a home scale in December 2018, with a pre-order price of $ 349.

The robot arm is activated from the scale and orbits the user several times. The measurement time is about 15 seconds as long as you watch the pitch video.

3Dボディスキャン時代の到来ーー300億円市場が巨大ビジネスに化ける「計測データ」の利用価値とは | BRIDGE(ブリッジ)テクノロジー&スタートアップ情報

A camera attached to the tip of the arm measures detailed physical information. It quantifies changes in the body that cannot be visually confirmed. There are three types of acquired data: "thickness", "change in thickness compared to past data", and "body fat".

All the information can be easily confirmed on the app. The feature is that you can check the 3D model that looks the same as the user at any time. It is possible to know in three dimensions what kind of physique you actually had, rather than just following changes in numerical data. In addition, a heat map is added to the model information to visualize changes in the body.

Conflicts include "Naked Labs". The company also plans to sell scales in the winter of 2018. The selling price is $ 1,395. Shape has raised $ 120,000, while raising $ 14 million.

Unlike Shape, we sell two packages, a special mirror and a scale. The user rides on an automatic rotating scale placed in front of the mirror and measures physical information. The mirror replaces the 3D scanner. The data that can be acquired is almost the same as Shape.

At this point, it may seem that there is not much difference from a service that measures physical information using a mobile app.

In fact, the apparel company "Original Stitch" has developed its own measurement app. As with ZOZOSUIT, we provide custom-made clothes from the acquired data. In addition, "3D LOOK", which provides 3D body scan measuring instruments for apparel stores, will be one of the competitors.

However, when comparing the user experience of "easy measurement", it seems that Shape and Naked Labs are one step ahead in terms of service value. ZOZOSUIT requires a procedure to change into a special suit, and Original Stitch needs to stand the smartphone somewhere to shoot. In addition, 3D LOOK requires an "unusual experience" to go to the store.

In this respect, as with the scale, the experience of collecting detailed data on a daily basis without the need for setup is easy after taking a bath or in one corner of your room for 20 seconds.

Fight around the external sales of "measurement"

If measurement becomes a daily experience, there will naturally be more opportunities to increase the number of data collections. Therefore, the next keyword is "outside sales of measurement". When you hear the word "weight scale", you can think of the fitness market, but I think you can find a wide range of market development and the possibility of partner companies.

Medical institutions and apparel companies tend to collect user data in order to provide personalized products and services. By collaborating with these companies, it is possible to build a huge platform business with a weight scale as a hub.

It is the possibility of "One Stop Platform" that can acquire the original data that can be used in all industries.

Let's take a little leap in thinking. For example, distributing scales to employees of a large company and collecting measurement data from time to time may help reduce the cost of annual health examinations.

If there are any major physical changes, you can shift to an on-demand health checkup in partnership with a healthcare company like First Opinion, where you can get telemedicine advice. In addition, by cooperating with fitness services such as "Coach Up" where you can receive coaching from a dedicated gym trainer, you may be able to expand your welfare program. Of course, by collaborating with apparel companies, you can think of a strategy for ZOZOSUIT.

Once you have created a data measurement hub, there are countless strategies for expanding services, such as assembling Lego.

In this way, it is the next-generation scale that will be announced later this year that has the potential to disrupt market-specific measurement services such as ZOZOSUIT. Expectations are rising for future product development.

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