Olio – Did the Cat Finally Build a Smarter Mouse Trap?

Contestant number five has entered the ring…

olio

One of the bigger things to hit the market this year is wearables. Things like Microsoft Band (part two of the review can be seen here), the Fitbit Surge, the Apple Watch (review pending arrival of the hardware), Pebble Time and Time Steel are all wearables – specifically smartwatches – that will have been released or will be released later this year. As of the first of this month (yes, April 1st; but no, this isn’t a joke), a new player has thrown their hat into the ring – meet the Olio Model One.

The device…? Oh my stars and garters, yes! Have you seen this thing?!

The Model One is beautiful. It’s made of stainless steel and basically comes in two flavors – (brushed?) Stainless Steel and Black. And while it is DEFINITELY drool-worthy, it’s got a few hurdles to get past.

The device itself runs on a proprietary OS

According to Olio, people spend WAY too much time in their computers, in their smartphones and tablets and shortly, in their smartwatches… that are tethered and tied to their smartphones. Olio wants their users to think of the Model One as an extension of themselves and not something that drives them or makes them live in it. As such, there’s no app store to bury you in apps. You get what you’re given (at least initially).

While the device obtains connectivity via both Android and iOS wireless devices, there aren’t any apps for you to run on the watch other than the ones that come with the device. While it does have an “assistant” of sorts, called Olio Assist, providing time saving suggestions, the limited – but value-added – functionality of (just) what comes out of the box, is where Olio sees the Model One hitting the sweet spot. You don’t get lost or waste hours of time playing Flappy Bird (or one of its many device based, or online clones). Instead, you focus on the information you need and only the information you need, so you spend time instead to your family, friends and loved ones.

However, most of the world wants apps. Its why we buy smart devices, and without an app store or a market (more on that, below), you have to wonder what the draw will be? Yeah it looks GREAT; and people at Tech Crunch, The Verge, and Gizmodo, all think saving you from “notification hell” is the bomb; and maybe it is.

Maybe it is….

I know that it drove me a bit nuts with the Microsoft Band, and it didn’t work right on the Surge; but when things are configurable, as they are on Band (and are supposed to be on the Surge), then you have to think a bit more about the purchase. For example, there aren’t any apps or even an app store for Band, either… (and its $400 cheaper).

And by the way, there’s no fitness band functionality here that I can see. This is a smartwatch and not a smartwatch that also measures physical activity. It doesn’t have any activity sensors, a GPS, a accelerometer, or a gyroscope. The functionality appears limited at this time.

It’s Expensive
Yeah… let’s talk about that for a sec.

While Microsoft Band is clearly affordable at $199.99, the Olio Model One is $345 – $395 for the Steel flavor and $495 – $545 for the Black flavor as of this writing with the $250 “friends and family” discount that’s being extended to the public. Normally, we’re talking $595 – $645 for Steel and $745 – $795 for Black (which puts their metal link bracelets at around $50 bucks over their leather bands).

The Olio Model One runs in the same neighborhood as the Apple Watch and Apple Watch Sport. The pricing models may be very different, but their close enough to be similar. You can clearly get a decent and high end analog watch for about as much AND get the band you want, too.

The device has a stainless steel case and an ion exchange glass touch screen that is supposed to survive impacts and resist scratches. It has wireless charging with a battery that can last a full two days with full functionality and then an additional two days, if you turn off connectivity to its Bluetooth-LE radio. The Model One can communicate with both Siri and Google Now via Olio Assist; and can control third party smart devices like thermostats and lights. It’s also water resistant so you don’t have to worry about ruining it when you take a swim.

The Model One is clearly a premium product; and maybe all of this is worth the premium price to you. I’m skeptical at best, at least until I have it in my hands.

It’s got an Initial Production Run of Just 1000
The Model One is a limited edition device.

Other companies release things in “limited edition,” and then they really aren’t limited at all. Olio’s first run of the Model One is limited to 1000 units – Five hundred of each the Steel and Black flavors. According to Olio,

“We decided to do a very limited production for its first release because the company is committed to the quality and craftsmanship and wanted to make sure that every piece holds up the high standards of the company. Olio compares themselves to a craft brewery, and aren’t trying to be everything to everyone.”

Olio likens itself to a craft beer brewery. Brian Ruben from ReadWrite.com said it best, I think. “if I buy a six-pack of a craft brew and I don’t like what I drink, I’m not out $600. Plus, I don’t have to call tech support.”

While the limited run and the high price are, I think, partial marketing tools to help create hype (as well as tech coverage by a number of different outlets, including yours truly and Soft32, at the end of the day you have to wonder how viable a company with such a limited production run with such a high end product will be. Olio appears to be artificially creating a limited supply in order to make the device’s value appear higher. Things that are rare ARE considered more valuable.

Diamonds, like the Hope Diamond, with such a highly desired cut, level of clarity and precision cut ARE rare and ARE very valuable. Olio hopes that watch aficionados see the Model One in the same light and don’t ding it for its digital guts as they do with nearly every other smartwatch; and with nothing really to compare it to (the Apple Watch isn’t even available for pre-order as of this writing, and hasn’t hit the market with either a splash or a thud…), it’s hard to see how well or how poorly the Olio Model One will do.

Have you seen the Olio Model One? Does it interest you? Will you buy one? Stay tuned to Soft32 as 2015 truly does appear to be the Year of Wearables. I’ll have more coverage on devices as they are released or as they make news.

In the meantime, if you have any questions, please let me know in the comments and discussion area, below.

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