KeepFit App: Digital Innovation Blog Post Analysis Report - Kingsoft

This report analyzes a blog post detailing the launch of Kingsoft's KeepFit app, a health and fitness application leveraging artificial intelligence. The app, designed to provide users with personalized health solutions, will allow users to interact with AI for health-related queries, track workouts, and manage diet plans, even offline. The blog post highlights the growing wellness market and how KeepFit aims to capture a significant portion of it by targeting youngsters and older adults. The marketing strategy includes social media promotion and a free Elite club membership for early adopters. The app's features, including integration with smartwatches and a focus on user-friendly design, are discussed, along with market segmentation and the potential for future growth. The report also includes a digital marketing content and rationale for app.

Running head: DIGITAL INNOVATION BLOG POST
Digital Innovation Blog Post
Name of the student:
Name of the university:
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1DIGITAL INNOVATION BLOG POST
Executive summary
Kingsoft software developing company is going to launch an app named KeepFit, a health and
fitness based app. This app will be artificial intelligence based app that will enable the users to
chat with the artificial intelligence and post queries. This app can run without internet too and the
first a few users will have the benefits to have free subscription for one year. Wellness market is
increasing day-by-day and the organisations are trying to entry into the market developing
customer base.

2DIGITAL INNOVATION BLOG POST
1. Blog Post outlining the innovation
Hong Kong based organisation Kingsoft is going to launch a mobile app named KeepFit.
This app will help the users to have solutions of their illness and health related queries.
Moreover, KeepFit app will be a classic mixture of expertise in software innovation and artificial
intelligence, keeping the tagline as ‘It is Personal’. One user can have their solutions through
texts or one can simply have the answers with an artificial voice. The app will help users to track
their workouts and diet plans. The app also can be used as a health coach who can give solution
through communicating and it will be one-to-one. The main idea behind the app is to provide
users to keep healthy and fit in their own home in all seasons and all atmospheres. Moreover, this
app will be launched globally in the next month. One can use this app in android Smartphone and
iOS platform. It will be free for the users. If one is to choose the premium membership, then it
will charge money from the users.
In recent time, common people are getting more health-conscious in day-to-day life.
Their lifestyle induces diseases in their body. In result of this, people are trying to keep
themselves fit and healthy and have nutrition in their daily meal. Keeping half an hour for
exercise and gym keep the people healthy physically and mentally. Moreover, global trend sees
the wellness economy is flourishing with estimating of $4 trillion in the year 2016 (Lister et al.
2014). This figure encompassed healthy eating, fitness, wellness tourism, gym and beauty salon.
This figure lures most of the investors to invest more in the health sector. Kingsoft takes the
recent app KeepFit as a giant leap for the artificial intelligence and software development as one
can use the app in daily basis setting the alarm and daily meal chart. One can test their calories in

3DIGITAL INNOVATION BLOG POST
daily intake; calculate their blood pressure, heartbeat and walking distance. Kingsoft wants to
take the opportunity of digital innovation through app development.
KeepFit is keeping their eyes on main youngsters and the upper aged people. The target
customers will be the niche people with higher income group. Youngsters are living an extreme
life with no such diet plan and exercise routine (Burton and Felker 2015). This app will help the
users to have a daily planning of exercise and diet requirements. In global basis, 32%
Smartphone users have the private sector membership in fitness clubs (Sharkey and Gaskil
2013). KeepFit wants to grab that target consumers, moreover, upper aged people face health-
related issues on the regular basis and they have queries regarding health check up. This KeepFit
app can give them solutions with artificial voices.
Kingsoft organisation has already made a fan page on Facebook and Twitter on behalf of
the new app KeepFit. The people need to like this and IT team from the organisation is providing
people with the details and benefits of the app. People are noticing the name of the app and get to
know about the benefits, these will increase interest among the consumers. However, interest
may lead to a desire among the youngsters and upper aged people to try the free version of the
app. The organisation is hoping that this social media strategy may lead to having the app in
consumers' mobile.
Most importantly, Kingsoft is keeping the size of the app is less, just 5.5MB. First 1
million users may get a chance to have a free membership of the Elite club to have the one-year
free subscription of the app with various benefits like, doctors on call, free health solution,
nutrition tracker and tracking through smartwatches. Kingsoft has signed a contract with famous
athlete Usain Bolt to promote the app and that will help the app to reach maximum numbers of

4DIGITAL INNOVATION BLOG POST
users. Kingsoft is planning to provide this app free of cost to the healthcare professionals and
behaviour change experts.
2. Blog post embedded digital marketing content
Figure 1: Digital Marketing Content
(Source: Kingsoftstore.com, 2017)

5DIGITAL INNOVATION BLOG POST
3. Rationale containing a link to blog
Maintaining a healthy and fit lifestyle is an obvious choice for nowadays because of the
people’s changing lifestyle and urge to stay healthy. Now, 83% people aged above 50 do jobs
and youngsters believe about healthy living (Thompson 2014). This approach leads to
downloading the fitness app on Smartphone. Moreover, wellness and health market are
developing every day and software makers are trying to enter the market with innovative
products. Software makers are trying to develop new technologies that will attract the users to
have and this leads to almost 3 billion Smartphone users are using the fitness app on their
mobile. Moreover, KeepFit app is a blend of software innovation and artificial intelligence. Most
importantly, the app will provide instant response to any query ‘asked or posted'. Softking will
update the app in time-to-time to keep it updated with newest technologies with making
partnerships with healthcare centres. This app has in build artificial intelligence and female
voices will deliver the answer. Unlike other apps, this KeepFit app can run without the internet.
The new technology of assigning this app with smart-watches and one can use this as their
personal coach. The users can set diet chart according to weight and age. One can calculate BMR
rate and pulse rate through the sensor. In addition, this app may help in behavioural changes,
track in gyms, trainers and spending on food and commitment on time schedule.
Kingsoft estimates the market segmentation and they have segmented the market with
demographic segmentation. The KeepFit will target mainly upper aged people and youngsters
who have higher income rate and high qualification. This will ensure that users are aware of the
fact of keeping themselves healthy and fit and they are capable of having Smartphone. Kingsoft
is expecting to see in next five years the number of users in health and fitness apps will be

6DIGITAL INNOVATION BLOG POST
doubled with novice and experts. All the users may not be able to keep a personal trainer, this
KeepFit app will fulfil this place and the concept of a healthy living will be redefined, keeping
the eye on budget, location and expertise.

7DIGITAL INNOVATION BLOG POST
Reference List
Burton, M. and Felker, D., 2015. Android App Development For Dummies. New Jersey: John
Wiley & Sons.
Chenette, E., LeBlanc, J., Martin, A., McLaughlin, K., Sinclair, A., Vraibel, J., Bennett, L.,
Muise, K. and Ferrara, C.M., 2015. Self-selected Exercise Intensity Using Two Fitness
Apps. Medicine & Science in Sports & Exercise, 47(5), p.675.
Joorabchi, M.E., Mesbah, A. and Kruchten, P., 2013, October. Real challenges in mobile app
development. In Empirical Software Engineering and Measurement, 2013 ACM/IEEE
International Symposium on (pp. 15-24). IEEE.
Kingsoftstore.com. (2017). Software and App Development. Available at:
http://www.kingsoftstore.com/ Kingsoft Office software includes [Accessed on: 22 Aug. 2017].
Lister, C., West, J.H., Cannon, B., Sax, T. and Brodegard, D., 2014. Just a fad? Gamification in
health and fitness apps. JMIR serious games, 2(2), pp.76-79
Sharkey, B.J. and Gaskill, S., 2013. Fitness & Health 7th Edition. London: Human Kinetics.
Stoyanov, S.R., Hides, L., Kavanagh, D.J., Zelenko, O., Tjondronegoro, D. and Mani, M., 2015.
Mobile app rating scale: a new tool for assessing the quality of health mobile apps. JMIR
mHealth and uHealth, 3(1), pp.43-45
Thompson, W.R., 2014. A worldwide survey of fitness trends for 2015: what's driving the
market. ACSM's Health & Fitness Journal, 18(6), pp.8-17.