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Strap, Wearable Technology and the Future of Marketing.

Strap, Wearable Technology and the Future of Marketing.

Steve Caldwell’s wife bought him a Peb­ble smart­watch for Christ­mas in 2013. “Being a geek at heart, I start­ed writ­ing apps for it,” he said, which led to “think­ing through things like app mon­e­ti­za­tion for wear­able devel­op­ers and ad net­works for wear­ables.” Months after that fate­ful day, he and his mobile soft­­ware-devel­op­­ment part­ners had formed Strap and were accept­ed into Cincin­nati’s mar­ket­ing-focused accel­er­a­tor The Bran­dery. By late last year, they’d attract­ed $1.25 mil­lion in ven­ture fund­ing. In August, Mon­delez, one of the world’s largest snack com­pa­ny pub­licly award­ed Strap a pilot with Tri­dent gum and the Kum & Go con­ve­nience store chain, which expects the result to be run­ning in the chain’s app with­in 30 days. iOs8 (jobs in IOS) launched HealthK­it, an iPhone app that tracks steps, calo­rie burn and sleep, Mr. Cald­well believes there is a lot more to this than just giv­ing rewards for meet­ing your dai­ly step goal. He feels that bio­met­ric data could legit­i­mate­ly help shape mar­ket­ing, all using anonymized data­bas­es and opt-in pro­grams. The basic premise behind Strap is “you are what you do,” as opposed to “you are what you tweet or post,” said Strap co-founder and Chief Oper­at­ing Offi­cer Patrick Hen­shaw. That…

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