[dragonwriter]

> I just don't think a pedometer gets the job done.

Fitbit's current flagship activity tracker (the Surge) includes a pedometer, but it isn't just a pedometer. It has a fair array of functions, including non-pedometer fitness functions like the heart rate monitor -- it doesn't support third-party functionality like Apple Watch or Android Wear, and it doesn't have a color screen, OTOH, it can be used with Apple or Android devices (and Windows Phone, I think) -- or with neither, it can use a desktop or laptop to sync, as well -- and when used with a mobile device, it can support call and text notifications and control the synced device's music playback.

It also has its own GPS for doing exercise (run/bike) route tracking.

They're in a tough competitive spot, sure. But they've known for a while that the direction was toward broader functionality.