Wearable tech & the internet of everything
Joshua Flood, a senior analyst at ABI Research said that “The next 12 months will be a critical
period for the acceptance and adoption of wearable devices. Healthcare
and sports and activity trackers are rapidly becoming mass-market products. On the flipside, wearable devices like smart watches need to overcome some critical obstacles. Aesthetic design, more compelling use cases, battery life and lower price points are the main inhibitors. How vendors approach these challenges and their respective solutions will affect the wearable market far in the future.� - Joshua Flood (2014)
In the latest from ABI Research,
sales volumes of wearable devices would reach a peak of about 90 million devices, which would be shipped in 2014.
Juniper Research estimates that wearable tech will generate $1.5 billion in 2014 (the market generated $1.4 billion in 2013)
Juniper has forecast that worldwide spending on wearable technology will hit $19 billion in 2018. The increase is due in large part to "heightened consumer awareness of wearable technology," Juniper Research's Nitin Bhas said in a statement. – Juniper 2013
World Market Forecast Global Wearable Computing Devices (ABI Research)
Sports/activity trackers and healthcare related wearable tech devices are set to be the most popular – closely followed by smartwatches
Future Foundation has revealed that there is already a healthy level of interest in wearable tech. Although only a very small minority of consumers say they have so far used a device (defined here as "wearable technology that connects to the internet – e.g. a smart watch, a smart wristband, Google Glass"), a further 1 in 5 see appeal (with a predictable rise among Gen Ys as well as smartphone and tablet owners).
Nike, fibit & other fitness brands current dominate the market, with around 90 percent of sales according to accenture‌
Fitness & health brands will remain king‌ at least for a while
Fitbit push to lead the wearable tech boom – Silcon Valley maker of health gadgets plans major international marketing push in 2014 (Telegraph 2013)
Expect a lot more entrants • Making a fitness band or smartwatch isn't quite as complex -- or as pricey -- as building a smartphone or laptop. And the chip companies, who want to help grow the wearables market, are making it as easy as they can. Many have built reference designs that customers can take and rebrand as their own. • "Because it is inexpensive to put some of these
products together, it does open the door for new companies," said ARM Holdings CEO Simon Segars.
• Kickstarter has helped companies like Pebble start from scratch and focus on just one thing: Making a great wearable device. That's going to continue, but chipmakers predict companies focused on other areas also will jump into the market.
There will be more of an emphasis on aesthetics
The vast majority of smartwatches on the market, and to some extent even Google Glass, are bulky and look more like a piece of technology than a fashion item. That's going to change as companies focus more on design and making devices that are more discrete.
The complaints with wearable fitness trackers are routinely uniform. If a device is slim and sleek, it tends not to provide very useful data beyond counting steps and telling you when you rolled around in your sleep. If it's powerful, on the other hand, it's typically bulky and designed at the expense of looking like something you'd actually want to wear in public.
Glasses & watches are a start Look for completely different products to emerge. Health care is an area that could see a surge in wearables. We'll also see more wearables for pets, such as new activity and biometrics trackers, as well as toys. There will also be other types of devices that extend the capabilities of the smartphone or allow for social interaction, like a ring that lights up when a loved one taps the other half of the matching pair.
privacy HACK MY T-SHIRT
The Internet of Things, where regular items such as refrigerators or washing machines have enough smarts to talk to each other, is another hot trend. So far, very few wearables connect with those products. Samsung's Smart Home, unveiled at CES, lets users manage all their connected appliances and devices through a single application. It also works with the Galaxy Gear. We'll see many more examples like this over the coming years.
The internet of things will be a driver of wearables
Health innovation
Communication from a distance
The Good Night Lamp is a family of connected lamps for your global friends & family.
Statement fashion
CuteCircuit designs aweinspiring illuminated jackets for Samsung.
MYCHIATRY Why in 2014, mind will be the new body.
Two types of consumers are fueling this trend:
• THOSE FOR WHOM MENTAL HEALTH IS A NEW BENCHMARK. • MYCHIATRY INNOVATIONS OFFER MUCH NEEDED RELIEF.
PREMIUM BONUS CONTENT · December 2013
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6 TRENDS 2014: PPT EDITION
2014 trend – mychiarty (trend watching) • In 2014, consumer interest in ‘Quantified Self’ products and services will continue to grow, as smartwatches and other powerful yet affordable wearable tech products enter the market. • Much of the sector’s focus has been on physical health to date. The next step? Consumers will increasingly see their smartphones as devices for total lifestyle assistance. Improving techniques for self-treatment, developments in stress-detecting technologies and near-total smartphone penetration in many markets, means consumers will lap up innovations that help track and improve mental wellbeing too.
The Melon headband and companion app allows wearers to track, monitor and understand their mental focus during a range of activities.
MYCHIATRY
Melon Smart headband tracks focus
The Mico headset consists of headphones and an EEG reader that rests on the wearer’s forehead and senses neural activity. Brain signals allow the device to detect the user’s mood (such as sleepy, stressed or focused), which is shown on an LED earpiece display. The headphones relay the information to a mobile running the Mico app and mood-appropriate music is selected from the database.
MYCHIATRY
Mico Headphones detect user’s mood and play music accordingly
THE INTERNET OF CARING THINGS How connected objects will center around people in 2014.
PREMIUM BONUS CONTENT 路 December 2013
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6 TRENDS 2014: PPT EDITION
And when say ‘massive’, we mean:
In 2009, there were 2.5 billion connected devices, most of these were personal devices such as cell phones and PCs. In 2020, there will be up to 30 billion connected devices, most of which will be products. Gartner, October 2013
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6 TRENDS 2014: PPT EDITION
And when say ‘massive’, we mean:
The Internet of Things will add USD 1.9 trillion dollars of economic value to the global economy in 2020. Gartner, October 2013
PREMIUM BONUS CONTENT · December 2013
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6 TRENDS 2014: PPT EDITION
THE INTERNET OF CARING THINGS
Xkuty Scooter sends alerts in the event of a crash
THE INTERNET OF CARING THINGS
OMsignal Sensor-integrated shirt monitors medical data
THE INTERNET OF CARING THINGS
Riddell InSite Football helmet contains sensors that alert coaches in event of trauma
Mintel trend – boss is watching •
The Hitachi Business Microscope is a new wearable device that looks like an employee ID badge but measures employees’ interactions with each other and customers to improve productivity.
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The Hitachi device includes infrared sensors, an accelerometer, a microphone sensor, and a wireless communication device so that corporations can keep track of who employees are talking to, where they’re conversing, how often they’re talking, and how much enthusiasm they’re showing. In a pilot test at a retail store, employees were repositioned based on 10 days of data collection, leading to a 15% increase in average sales per customer. For those employees interested in their interaction data, the device also includes an LCD screen.
The next big brother: your boss • People today are being monitored more than ever before. Tracking technology is making it easier for governing bodies and criminal justice authorities to keep watch over their citizens, especially when it’s getting so much cheaper to do so . • According to 2013 data from Mintel’s GMN, smartphones now form upwards of 70% of the mobile phone market in Japan, making it easier for people to be tracked. Some people are voluntarily choosing to see how technology has tracked them on social media, but many others are obscuring social media’s attempt at this. • If this use of wearable tracking technology takes off, we’re sure to see more defensive consumer reactions. Some consumers have already begun using apps that block retailers from tracking them through stores or from accessing their location data. • This type of technology has plenty of benefits that it can offer to companies, though. For example, the Hitachi device also creates visualizations that show which departments could use more interactions. Companies would do well to educate people on the reasons that such monitoring is beneficial to them, clearly communicate their intentions and boundaries, and still allow people the chance to opt in or out.
Even wearable tech is starting to enter the workplace
Smartwatches could kick-start wearable technology market –mintel 2013
Function of wearables forecast
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Bio-Tech Fusion As chip and battery technologies get smaller and more sophisticated we’re seeing a closer relationship between wearable devices and the human body. As this evolution continues, we can expect to see a deeper integration, which points to a future of ubiquitous computing merged with biological systems. Synced Lifestyle As wearable devices take on more key features from personal health to communication, they are being designed to seamlessly sync with a broader ecosystem of technologies. These automated interactions will help streamline specific tasks, creating new expectations around the flow of daily life within a networked environment. Organic Interface Wearables are becoming more capable of tracking and responding to a wider range of human inputs from gestures to biometrics. This opens the door for a more natural form of communication and computing, which lowers the barriers to access. Performance Enhancements Advancements related to precision, responsiveness and control has led to the development of assistive technologies that are capable of restoring or augmenting existing abilities, which can normalize life for individuals, while also expanding the types, efficiencies and duration of tasks that can now be completed by people. Always-On Wellness Sophisticated sensors and algorithms are increasing the speed and accuracy of health-related metrics being gathered by wearable devices, empowering people to take a more active role in the management of their personal well-being. This more holistic view of health can contribute to a model of prevention, early diagnosis and continuous care that can improve behaviours and contribute to a higher quality of life. Personalized Context The continuous connectivity and computing being enabled by wearables is creating a free flow of information and recognition across devices and platforms. When placed in current context, these self-aware systems can facilitate connected experiences that deliver greater meaning and relevancy into people’s lives
3 keys trends Connected intimacy
Tailored ecosystem
evolving Possibilities
Connected intimacy “Wearable technologies are adding new layers to our personal relationships by extending the reach and power of how we communicate and share details about ourselves regardless of distance. The constant connectivity of these devices builds a unique portrait of their wearers and creates a continuous link between people, simulating closeness, changing the way we understand one another and enabling new forms of attention and care.�
theme
LONG DISTANCE TOGETHERNESS Harnessing the power of Haptics to create a tangible connection between loved ones over any distance. These tools simulate togetherness.
Wireless bracelet lets users feel each other from afar
LONG DISTANCE TOGETHERNESS Harnessing the power of Haptics to create a tangible connection between loved ones over any distance. These tools simulate togetherness.
Hug simulation jacket lets parents calm kids via mobile devices
DATA-STREAMED CARE Embedded tracking technologies are being used to remotely monitor individual health & performance, creating a flow of information between device wearers and people who can access and interpret this data . .
GPS tracking software helps monitor players performance.
DATA-STREAMED CARE Embedded tracking technologies are being used to remotely monitor individual health & performance, creating a flow of information between device wearers and people who can access and interpret this data . .
Smart diapers can detect health issues for babies and communicates them to parents.
Tailored ecosystem “Wearable technologies are beginning to adapt their form and functionality to align with our unique sets of needs. Whether customising their design to fit the unique contours of a wearer’s body or responding to a user’s emotional state of offer highly personalised feedback, this new breed of devices allows people to better define their interactions with technology, while at the same time enabling more meaningful experiences.”
theme
BESPOKE BIOTECH Advances in 3D printing capabilities have enhanced the way that materials can be created to support individual needs and requirements, offering exciting possibilities for advances in the medical field. .
3D printed exoskeleton lets handicapped girl use her arms for the first time
BIOMETRICALLY ATTUNED Wearable technologies and embedded sensors are passively gathering information from their users to create conditions which are optimised to an individual’s current needs. .
Smartphone enabled bracelet tailors suggestions based on mood and diet
RESPONSE COACHING Sensor technologies are being seamlessly integrated into products and apparel to seamlessly monitor performance and offer specific feedback without impeding movement.
Running app personalises workouts based on current stamina
Strap notifies user when posture is slipping
RESPONSE COACHING Sensor technologies are being seamlessly integrated into products and apparel to seamlessly monitor performance and offer specific feedback without impeding movement.
evolving Possibilities “Technology features and designs are evolving alongside our behaviours to take on a more essential role in our daily lives. Whether augmenting people’s existing abilities or evolving their interfaces alongside natural inputs to enable more intuitive control, these devices point to the increasingly sophisticated relationship people have with their technologies.�
theme
Zoomable contact lens could assist those with degenerative eye conditions
AUGMENTED SENSORY PERCEPTION Hybrid technologies are being closely aligned and sometimes integrated with the human body to enhance existing perceptions and abilities.
Electronic make up lets users activate gadgets by blinking
ON-BOARD INTERFACE Wearable technologies are enabling their wearers to use gestures and other natural inputs to interact with their device.
AUTHENTICATED-SELF Wearable and embedded technologies are being linked with individual users to expedite the verification process when accessing other connected devices and systems
File transferring chip transforms fingers into USB sticks and access key
CLOUD MEMORY Automated tools are allowing people to instantly transcribe the events and experiences that make up their daily lives and store them in the cloud for later access.
Wristband automatically records audio memories throughout the day
USERS LOOKING FOR UNIQUE APPLICATIONS People are most motivated by devices that help to communicate across disabilities, distances, languages Click, Wearable Tech BBC Radio 4, 26th Feb 2014
“WEARABLE TECHNOLOGY IS AUGMENTING OUR SOCIAL LIVES AND WILL CREATE NEW SOCIAL NORMS” Click, Wearable Tech BBC Radio 4, 26th Feb 2014
The two things that need to happen before wearable tech goes mainstream: Google and Apple
Pioneers and prototypes April 2014
Research update • ‘Hope and hype’ – the market from the view of our pioneers, their ambitions and predictions for the future
• Personas – Pen portraits, behaviour personas of our eco-system audiences
• Key Themes – themes emerging in wearable technology market
• Implications for our platform evolution and workshop plan
11/04/14
Intel NMI Qualitative research
Our panel
Simon Randall MD OMG Life
Nick Hunn Technologist
Tom Evans CEO of BleepBleeps
Chris Bauer Academic
Francesca Rosella Creative Director CuteCircuit
Fabio Pania CTO Kovert Design
Dave Slocombe VP Product Race Yourself
Pioneers are spreading their bets on ‘Hope and Hype’ • Our participants were all excited about this new frontier of technology • It’s a fragmented market with a range of niches being targeted, much more so than other sectors 1.Fashion first tech 2.New photography methods 3. Smart parenting 4.Work performance 5.Gamifying fitness
Analysts are saying wearables are going to be as big as smart phones. Yeh but which sectors? Ahh well cut it in to say twelve. Okay, which verticals? Ahh say fifteen… People just don’t know” Simon Randall
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Intel NMI Qualitative research
The key ‘use case’ is still being formed • The fragmentation is driven by the lack of clarity around the opportunities, now and in the future • Pioneers are seeing opportunities and possible needs to be met and iterating towards meeting them • Different schools of thought and different verticals are further on this journey but it is still up for grabs “Each phase of tech enters its Alpha phase where the tech is a it heavy, clunky in its design then it goes off in different branches and some die off, and really what people are looking for is the key use case.” Dave Slocombe
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Intel NMI Qualitative research
“People are still searching for the killer application in this space and no one really knows where it is, but people know it’s going to be pretty huge” Simon Randall
The challenge is tougher than ever but support is improving • As well as the fragmentation the nature of the wearable market makes it a challenging journey • Social acceptance – still barriers in consumer adoption • Multifaceted development – combining software, hardware, design and business • But an entrepreneurial maker culture is supporting this; maker spaces, incubators and accelerators all helping “The web before was ran by big companies who could say I don’t believe in a GPS handbag now its about saying screw you I believe in this, I can put it on kickstarter. There’s a line between tinkering and mass market production and that is blurred. That is unique about the market” Dave Slocombe
Support systems are still a long way off 1. Quality design still not being delivered “Most people are actually doing things pretty badly. Both in terms of design and functionality” Dave Slocombe
2. High failure rate of concept to prototype “Kickstarter projects typically run 12-24 months behind promised delivery for wearables and the failure rate is in the 70% range” Nick Hunn
3. Very location specific with the rest of EMEA being perceived to be quite far behind London “Why do you think all the Europeans move to London to set up startups. Italy hasn’t got the same mentality and I hear France is the same” Fabio Pania
“We started Italy, it was a nightmare so we moved to London. No one understood what we were trying to do” Francesca Rosella
There are two commonly experienced crunch points on the pioneer journey Ideation 1.
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Sales of thousands of units
Idea into reality - Having the idea and getting to proof of concept, building something “Embedded electronics, the firmware guys are like hens teeth, because they aren’t working in ‘wearables’, they are working in electronics or surveillance. They are the guys who can take you from idea to prototype” Tom Evans
2. Scaling up – Moving from prototype to small scale manufacturing “To get small scale numbers built is really tough. The first question a lot of people will ask is how many million?” Nick Hunn
Successful pioneers are like ‘magpies’ “It’s such a team sport. More than any other sector I think, you need someone who can think of it, someone who can design it, make it and sell it. Not one person can do that you’ve got to be like a magpie and build the team” Tom Evans
• The multifaceted nature of developing and scaling a wearable product, numerous pieces of expertise needs to be drawn together 1. Finding the expertise – sourcing and engaging the right people is a real challenge 2. Managing the team – different viewpoints and personalities are inherent with the type of expertise; more old school engineers with younger software developers all need to work in unison “The best wearables come out of a diverse group of people and thinking would somebody want this” Nick Hunn
Fast prototyping is key • The developments in technology are so rapid the need to iterate and prototype is crucial • Each version of the product can take advantage of these improvements and refine the overall proposition • It is a necessary discipline in navigating the second crunch point in the journey
“The pain of doing version 1 means you can do a great version 2 and by version 5 you might really have something, and that’s what you should of made in the first place” Simon Randall
Manufacturing meets software dev • Development, prototyping and accelerating growth revolves around balancing the manufacturing and software development mindsets Manufacturing
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Patenting Refining Physical development Addressing the needs
Software Opening up Partnering Finding new uses Developing new features
• Successful pioneers move across this venn to accelerate growth and improve the offer
“Key to our growth was opening up our API allowing us to partner with over 100 different types of businesses” Cedric Hutchings
Guidance on these issues is limited • Because of the new frontier feel all support networks and assistance is greatly appreciated • Meetups and supporting in networks are however growing and being championed at the grass roots • Online resources are limited “When I started on this journey 18 months ago I could of really done with some help and being told or supported with even a little of what I know now” Tom Evans “I set up the Wearables London Meetup because there wasn’t one! It’s getting better but these sorts of things are still pretty thin on the ground” Dave Slocombe
Maker mindset DIY tinkerer, building one-off prototypes using materials such as the Arduino board, an aside to his day job. More interested in hacking and cracking the technology and doing interesting and original things with it than making it commercially viable. Utilising new methods of DIY production on small bespoke scales i.e. Makerbots . Enjoys being part of the maker movement and advocate of the craft and technical skills involved. •
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Digital profile •
Level of programming skills and knowledge of CAD software or small scale manufacturing processes
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Smartphone, laptop and tablet – MacBook Pro for design work
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Active on online communities such as Adafruit and Instructables, connect to each other via Social Media, particularly on Twitter to follow one another's progress and share achievements
Needs •
Networking and support. This community enjoy meeting in physical places to share resources and ideas – ‘open source’ mindset – in hardware maker labs
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Eager to learn about new technology and tools – exposure to technology expertise and other industry production techniques
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Keen to get funding for projects and materials
Goals •
Recognition from peers and public for creating something unique and desirable
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Stretching new technologies to their limits and rethinking uses for technologies and processes
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Build awareness of maker movement and at home manufacturing techniques
Weight of makers - volume, growth and passion of this segment cannot be
ignored and may mean they are higher priority in the future “The maker movement is going to unleash a new wave of wearable tech, there are makerspaces popping up from Tel’Aviv to Cairo”
11/04/14
Intel NMI Qualitative research
“It’s the new industrial revolutions, in the future anyone will be able to re-programme their t-shirts before leaving the house!”
serial entrepreneurs CEO/ Founder of Start-up, previously C-suite exec. Mid to late 40s family man, recently launched first IoT/Wearable product. High achiever, plenty of ambition, drive and self-belief. Their business experience means they are confident, charismatic and great networkers. •
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Digital profile •
Very tech heavy – laptop for work, laptop for home, two smartphones for work and home, one tablet mainly used in the evening or at weekends for entertainment, shopping and planning with friends
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Most used applications – communication tools, collaboration tools , travel and fitness apps
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Use instant messaging apps to stay in constant contact with inner circles in light-touch and personal way
Needs •
Drive the business forward fast, ‘lean start-up’ approach
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Leverage existing connections and contacts, while establishing new ones in the technology / connected devices space – sweat equity
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Learn from others that have gone before them, avoiding expensive pitfalls
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Start-up challenges - access to components, software, facilities and services that are reluctant to serve small businesses and start-ups “some of the top modules…too costly for them to support us, not enough in it for them right now”
Goals •
Recognition from business community for creating successful technology start up
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Press and PR, enjoy being in the limelight
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Eventually to sell business for profit to retire on
Fail fast and often, want success quickly and efficently Fame and fortune – want to end careers with a bang!
11/04/14
Intel NMI Qualitative research
“We have no central office space yet, so remote working tools are what’s enabling us at the moment”
Early adapters Third generation master jeweller, entered wearable technology through adapting his core business to meet changing customer demands. Family man, late 40s, observed that his children were more attached to their gadgets than their jewellery and saw a gap in the market to combine the two. Adding layers of functionality to existing products rather than creating new devices. •
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Digital profile • Laptop and desktop for work, two smartphones one work one pleasure. • Applications most used are travel apps for convieniance when travelling, snapchat and whatsapp he occasionally uses with children but rarely, has three or four email applications • His marketing director manages their social media profiles, but he is on LinkedIn to connect with his networks • No coding/programming skills Needs • Adapting his traditional production methods and adding new skill sets to his existing teams i.e. digital strategy, mobile app developers, electronic engineers • Funding and support for new products ‘banks are failing to get money behind small businesses trying to expand’ • Mentorship in integration of technology into his products Goals • Wants to use new technologies to enhance his product and grow his business – market advantage • Wants to see wearable technology reflect traditional values and relationships, and have real value and desirability for the customer
Mentorship and support in understanding technology integration
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Intel NMI Qualitative research
“This technology adds valuable sentiment to jewellery, making them 10 times more personal.”
Creative adaptors Approaching wearables and connected devices from an artistic design background. Focused on the interpretation of the design and emotional benefit to end-user. Trained in fashion and tailoring, then branching out into fusing it with technology to create new experiences. Confident in design and technology expertise, but looks to business mentors to help her be commercially successful. •
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Digital profile •
Smartphone, laptop and tablet – MacBook Pro for design work
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High level of programming skills and knowledge of CAD software or small scale manufacturing processes, 3D Flash, Rhino etc.
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Most used applications are communications apps – email and Whatsapp, personal development and project apps – Omni-focus and Reporter – great for quickly checking in on to-do list and project progress
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Active on online communities, especially ones with associated physical meet-ups
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Starting to use broadcast social media to promote herself online following advice from business mentor – blogging via twitter and Vine to showcase her work
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Networking and community - works in creative studio area to be around other artists and designers, goes to wearable community meet-ups such as Wearable Wednesdays
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Business mentorship – gets advice on marketing, branding, PR and business development
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Enjoys mastering new skills and keen on self-development
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Keen to get funding for projects and materials
Goals •
Bring some of her products to mass market, making wearables truly wearable and meaningful
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Be part of community driving the future of wearable tech and connected devices
11/04/14
Intel NMI Qualitative research
“For every project I analyse the meaning and my means, is it meaningful and do I have the materials, tools and skills to make it possible”
Modern r&d History of working in innovation departments, research and development projects for different industries, i.e. Ministry of Defence. Nature of their work means they are always looking for the new product, processes or materials that will change their sector/category. For the innovators the wearables/IoT is just the next logical evolution in the technologies they’re working on. •
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Digital profile •
Laptop and desktop for work, two smartphones one work one pleasure.
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Not heavy user of social media, but finds LinkedIn useful to connect with old colleagues and contacts
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Business reason to avoid online creative groups and knowledge transfer groups – has background of secrecy in product development and fears ideas will stolen
Needs •
Always building network of personal connections, keen to connect with people more privately, “what I do is very linked to the networks I’ve built, so unfortunately need to keep this close to my chest”
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Looks sideways to other industries and processes for innovation inspiration
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Business mentorship and legal advice as she starts to do own projects where not supported by large organisations and their resources
Goals •
Operated in a bit of a bubble – working with manufacturers on specific projects – now just starting to reach out and explore possibilities of own projects/collaborative projects – sees consulting as necessary evil to fund more exciting work
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Bring futuristic products and materials to life
11/04/14
Intel NMI Qualitative research
“Sourcing new technologies and developing new products is what I’ve always done”
Secondary audiences We also spoke to: Accelerator/incubators End-to-end supply chain companies & manufacturing consultants Hardware/software developers
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Intel NMI Qualitative research
Asked them to consider their journey from concept through to go to market approach Inspiration stage
Design/ prototype/ test stage
Refinement stage
Business planning stage
Funding stage
Go to market approach
Sports entrepreneur Journey programmer background, very analytical/process
Creative journey – looking for the meaning/twist behind an idea, ‘team-up’ stage important
Incubator journey
Incubator journey
Snakes and ladders journey of prototyping‌.
Summary journey of innovation from concept to market
Springboards for platform engagement Technical crowd out Where does the integration happen?
Guidance and mentorship treading new waters
Closed doors vs. opensource
Fast prototypinglean start up, fail fast and often
Fame and fortune