Nokia Completes Withings Rebrand With Two New Connected Health Products

Tuesday June 20, 2017 2:25 AM PDT by Tim Hardwick
Withings on Tuesday completed its rebrand to the Nokia label, following news of the buyout last spring, and as part of the transition two new connected health products have been released under the Nokia name.

The Nokia Body ($60) is a new connected Wi-Fi scale featuring readouts for weight and BMI, with a Body+ ($100) offering additional metrics like body fat and water percentage plus bone and mass. Elsewhere the Nokia BPM+ ($130) is a small blood pressure cuff with Bluetooth connectivity. Both products appear to be slight variations on Withings devices, but with lower price tags.


The Withings Body Cardio scale is still available under the new Nokia branding, as are the Withings Steel watch and Withings Go fitness trackers, now called the Nokia Steel and Nokia Go. Older products like the Aura sleep monitor alarm clock and the Thermo thermometer will also remain available.

Other Withings products like the Steel HR will return later in the year under the Nokia rebrand, with some of the portfolio discontinued. Nokia health products can be purchased at health.nokia.com.

Nokia has also refreshed the Withings Health Mate app, which communicates with the devices to offer users detailed analytics on their weight, activity, sleep, and blood pressure. New app sections include eight-week wellness programs such as Sleep Smarter, Pregnancy Tracker, and Healthier Heart.

Nokia announced the rebrand earlier this year at the Mobile World Congress, after the company acquired the French health tracking firm in 2015 for an estimated $192 million.

Tags: Withings, Nokia
23 comments


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Reason077
21 months ago
This rebrand seems like a strange move. Withings has built a good reputation in the fitness-tracking space.

On the other hand, Nokia is a dated, tainted brand that I don't think people associate with fitness.
Rating: 13 Votes
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honglong1976
21 months ago
Withing built a decent reputation for health products and now they are all Nokia branded.

This isn't going to end well!
Rating: 2 Votes
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ipedro
21 months ago
While I loved their devices and own several, I never liked the Withings brand itself. I almost bought into the FitBit ecosystem instead because of their better branding and community but my design intuition drew me to Withings despite not really liking the name. That definitely paid off in the long run with better health products and now with Nokia's partnership with Apple.

Nokia is refocusing itself as a mainstream health devices company so the purchase of the best health devices company makes perfect sense and gives them a large head start on that goal.

With Nokia's resources, marketing know how, and now direct partnership with Apple, I think they're going to be very big in this space.

I own an Aura that I love but that has been neglected on the software side, leaving so much potential on the table. I'm encouraged by Nokia picking up the slack. My scale and blood pressure cuff are already important contributors to my HealthKit data collection.
Rating: 2 Votes
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John.B
21 months ago

This rebrand seems like a strange move. Withings has built a good reputation in the fitness-tracking space.

On the other hand, Nokia is a dated, tainted brand that I don't think people associate with fitness.

This change is nothing short of a dumpster fire. They should've leveraged the valuable Withings brand, not the tainted Nokia name.

The apps and website have also been dumbed down, to the point of being useless.
Rating: 2 Votes
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tifa_mo
21 months ago
Nokia did a great transition. I also had the worries of Nokia screwing up the whole design and ecosystem, but they didn't. The new Health Mate app looks so much more modern, while the old one had trouble syncing with my watches and looked like iOS 5. This is gonna be a great comeback for Nokia into consumer business (don't mind the phone. they dont even make them).
Rating: 1 Votes
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UL2RA
21 months ago
Why would anyone want to have Nokia tied to their branding? Is this the 90s?
Rating: 1 Votes
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timmyh
21 months ago

Nope. The new $60 scale only measures weight (and by extension, BMI). The two more expensive re-badged Withings scales measure the rest.


True, thanks. It's confusing because they list the Body+ specs on both product pages. Watch out for that.
Rating: 1 Votes
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paulryp
21 months ago
These watches look really nice, A great alternative to Fitbit. I would definitely consider the Steel HR. I think we will see Nokia gradually claw itself back into relevance over the next few years, especially if they can position themselves in Augmented Health.
Rating: 1 Votes
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