Silicon Valley hardware corporations have discovered a brand new excuse when their companies don’t carry out as Wall Road anticipated: blame their suppliers.
Apple began the development final week when it stated it couldn’t make sufficient iPhone 7 Plus units, particularly in its shiny new Jet Black end, to satisfy demand. Google, too, stated clients would face an extended anticipate its new Pixel smartphones after orders “exceeded our expectations”.
This week, Fitbit and GoPro adopted their bigger friends’ instance. Fitbit on Wednesday stated issues manufacturing its compact new Flex 2 wristband had delayed its launch and price it hundreds of thousands of dollars in scrapped merchandise.
“We’re fairly far behind when it comes to provide” of the Flex 2, Fitbit chief James Park stated, a blow to what he referred to as “one among our key new merchandise”.
GoPro on Thursday missed Wall Road’s third-quarter gross sales expectations by an enormous margin, with revenues dropping forty per cent, because it downgraded its forecasts for the run-as much as Christmas. It additionally blamed manufacturing points associated to its new Hero 5 cameras and Karma drone, collectively the corporate’s largest new product launches in two years. GoPro founder Nick Woodman stated the “compromised manufacturing ramp” would have a “damaging influence on outcomes”.
In every case, buyers’ response has been unforgiving. Fitbit misplaced a 3rd of its worth on Thursday, whereas GoPro’s inventory fell by a fifth in after-hours buying and selling.
“Fitbit demonstrates why Wall Road hates tech hardware corporations,” stated Neil Cybart, tech analyst at Above Avalon, in a tweet. “It’s simply too straightforward to miscalculate buyer demand.”
A part of the issue is that intense competitors is driving tech corporations to push out more and more formidable improvements. Samsung’s exploding batteries in its Word 7, for example, have been blamed by some on dashing to beat Apple’s iPhone to market.
Apple, Fitbit and GoPro have all made their devices extra waterproof, which presents a specific manufacturing problem.
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“The basis trigger [of the delays] is that Flex 2 is among the extra complicated units we’ve designed and developed,” Mr Park stated. The tracker’s small measurement made it “extremely troublesome to swim-proof” and tough to seek out batteries that may match inside. The Flex 2 is so tiny that human palms struggled to place it collectively, prompting it to implement a “absolutely automated manufacturing course of utilizing robotics”.
Nevertheless, the depth of the share worth response to GoPro and Fitbit’s woes exhibits that some buyers consider there’s extra to their points than only a manufacturing blip. Some analysts suspect provide-chain problems could also be masking the deeper drawback of waning urge for food for motion cameras or wearable know-how.
“I’m unsure I purchase the justifications about manufacturing points,” says Jan Dawson, analyst at Jackdaw Analysis. “This undoubtedly looks like extra of a requirement than a provide concern at this level for each corporations. At root, I think each corporations endure from being primarily one-trick ponies, with pretty slender markets for these single tips.”
I think each corporations endure from being primarily one-trick ponies, with pretty slender markets for these single tips
Mr Woodman has persistently denied that GoPro faces rising competitors from smartphones or cheaper Chinese language rivals. “We really feel good that that is, sadly, a producing and manufacturing ramp-up difficulty not a requirement problem,” he stated, predicting a return to “double digit” annual income progress subsequent yr.
GoPro’s president, Tony Bates, pointed to the truth that its premium Hero 5 Black digital camera was in larger demand than the cheaper Session mannequin. “The early learn is that demand for our merchandise is robust,” he informed analysts on Thursday’s earnings name. “It’s only a query of us getting these [distribution] channels loaded to satisfy the complete demand that we’ve seen from our retailers.”
Fitbit, nevertheless, did acknowledge “some softening of demand” for its merchandise within the close to time period. In response, Fitbit has doubled its spend on analysis and improvement over the previous yr, within the hopes that new “type elements” and integrating with institutional healthcare techniques may spur progress. “We proceed to consider that the market alternative forward of us is giant,” Mr Park advised buyers.
But after such disappointments, analysts say each corporations might wrestle to win again belief on Wall Road.
Ross Sandler, analyst at Deutsche Financial institution, says Fitbit’s gross sales figures and outlook have been a “vital disappointment”. Whereas he believes Fitbit can improve gross sales subsequent yr, the corporate’s valuation implies health trackers are “a hardware fad that may see damaging progress into perpetuity,” he stated.