The first mobile phone manufacturer to take advantage of Google's Android software, HTC was once a strong player in the market, but in the past several years has steadily lost ground to competitors Samsung, Apple and, more recently, efficient Chinese manufacturers such as Xiaomi and Huawei.

Fitbit claims to currently own up to 68% of the market in fitness trackers . But Jawbone, Under Armour, Garmin, Google, Samsung , Microsoft and others are all jostling for a slice of the pie.