Kim Seok-gi, CEO of Mofon Wearables, stated in the Digieco Wearable Device Market Trends Report that the market environment for wearable devices completely changed in just one year as the market transitioned from 2014 to 2015.

With the emergence of the Apple Watch, the wrist-worn wearable device market has been divided between Apple and Google, and previous market players such as Fitbit have been forced into a position where they must compete on price with low-cost Chinese products.

It was reported that China's Xiaomi is dominating the low-cost market for price-performance ratio by expanding a series of product lines—including portable batteries, earphones, and NAS—using low prices and designs as weapons, in addition to the Mi Band.

In response, CEO Kim stated that this situation will become even more entrenched in the future and pointed out three directions for overcoming it.

First, he argued that they need to create a product with a different concept, like HoloLens or FlexCam, rather than smartwatches or bands. He meant that the body-worn FlexCam was not differentiated by emphasizing specifications.

In addition, design and finish were emphasized. Since wearable devices are products attached to the body by their nature, consumers do not purchase them simply because they are functional.

Finally, the usability and UI design of the app controlling the wearable device were cited.

CEO Kim emphasized that while there are few differentiating factors regarding the specifications or functions of wearable devices due to standardization and leveling, Korea currently holds an advantage over China in these three areas. He stated, "Even this comparative advantage is not a significant difference, and it is uncertain how long it can be maintained. Ultimately, the last area for differentiation is the brand." He added, "To build a brand, one cannot create one simply by having one or two decent products or pouring marketing costs into the short term without a clear corporate philosophy and a corporate culture based on it. This is an issue that Korean companies must consider with a long-term perspective."