Wearable technology: Shaping market opportunities through innovation, learning, and networking

Abstract

Ironbit is a Mexican Information and Communications Technology (ICT) company with around 12 years of experience in the development of mobile, cloud, and Internet of Things (IoT) solutions. Since its incorporation, the former startup has struggled to gain exposure in international markets. In 2015, Ironbit launched Bitbrick Band, a wearable bracelet that communicates users’ health data and sends commands to a smartphone. Bitbrick is probably Ironbit’s first spin-off conceived for global markets. However, Ironbit still needs to determine the appropriate strategy to position its bracelets in competitive international markets. Context and relevant issues related to the internationalization of Bitbrick are discussed, which supply students with material to consider the reverse internationalization alternatives of a technology-based product.