Its main competitor was way ahead in the market.

• In late 2015, as Apple Watch shook off its early missteps with software & Fitbit ramped up its own efforts to dominate the wearables market.
• Its competitor Fitbit has been way ahead in the wearables market for some time.
• In 2016, Fitbit shipped 22.3 million devices, & Jawbone saw “less than 20% of that”.
• Chinese Xiaomi offers their wearable wristband at around £15.
• Jawbone's initial adoption (market share) was low as it struggled to get more than 4% market share which was a far cry from Fitbit's 25%.

Customer complaints were ignored and struggled to attract new customers.

• Customers with faulty hardware were ignored.
• Usually if you have customers, supporting them is an obligation, especially during a warranty period which hurt sales & reputation.
• Jawbone did not offer a way out for its customers when they pivot into Jawbone Health, and they just ignore them.
• With its many problems, Jawbone not only struggled to attract new customers, but it also struggled to keep those that had bought the product.

Poor transition plans for Jawbone's users.

• As Jawbone officially died & Jawbone Health rose from its ashes, the company put together a poorly communicated transition plan which includes the Health Hub servicing all Jawbone hardware in the future.
• But the service was disrupted & Jawbone users have complained that their products were not working as well as were not able to sync their devices to Jawbone UP.
• In October 2017, Jawbone's servers stuttered & users were unable to sync their data for days, but the company clarified that it was an error & that it was not shutting down.

Did not make wise financial decisions.

• When founder Hosain raised US$165 million in Jan 2016, Jawbone was valued at US$1.5 billion.
• But through the years, it had raised about US$1 billion with its previous valuation at about US$3 billion.
• Hosain was a big-talker & was a master at raising (& spending) money where he managed to secure funding from Sequoia Capital, Kleiner Perkins, Silver Lake, & Andreessen Horowitz.
• Jawbone spent too much, paid its bills too infrequently, & entered too many faddish markets where bigger players reaped whatever gains were to be had.

Struggled with both hardware and software problems.

• Jawbone struggled with both hardware & software problems, as well as missed too many product deadlines.
• It also lacked of innovation in their product features such as the ability to monitor users' heart rates during exercise which is a key product feature when it comes to people's initial decision to purchase.
• Another problem was for Jawbone to visualize its data because UP devices had no built-in screens.
• Reason being, the ability to capture and easily visualize data was a key concern for new users of fitness trackers.
• The biggest problem was Jawbone's poor reliability of data generated by the device.
• For instance in 2014, a clinical sleep test comparing data provided by sleeping tracking devices revealed that Jawbone provided very inaccurate information.
• There were also limitations to manipulate data & integrate data with other devices or apps.