B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • State of Origin
  • NRL
  • Pinterest
  • B&T Women in Media
  • Thinkerbell
  • AFL
  • imaa
  • Anthony Albanese
  • Spotlight on Sponsors
  • Meta
  • AI
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: How insurers could turn smartwatches against the wearer
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Media > How insurers could turn smartwatches against the wearer
Media

How insurers could turn smartwatches against the wearer

Staff Writers
Published on: 1st October 2013 at 12:17 PM
Staff Writers
Share
4 Min Read
SHARE

The rise of wearable technology will do wonders for personal tracking but digital experts believe the data collected by smart watches and the like could be turned on the wearer.

A watch or band that tracks the wearer’s steps, maps out their consumption habits and counts calories consumed and burned would be a dream for the health conscious.

There are numerous products aimed at such individuals, including FitBits, FuelBand by Nike and many more.

But what if the data collected by these devices and their more sophisticated counterparts that are yet to come could be turned against the wearer by health and insurance companies?

“The optimistic me sees an era where data generated by citizens, corporations and governments alike will be more transparent ushering in a world of truly valuable discourse,” Tim Devine, DT’s creative technologist, told B&T.

But the pessimist in Devine tells him he will end up paying more for his health insurance due to his caffeine consumption and the fact his swimming technique does him more harm than good.

Imagine this scenario painted by CumminsRoss’ new chief digital officer, Scott Heron.

“If I am wearing my iWatch in an area of town where there is a crime – is my insurance going to go up?

“People will only use these devices if they feel their data is being respected and protected.”

Andrew Lark, chief executive of Group Lark, believes we need to protect our data and become more conscious of what it is going to be used for.

“That our data can be used to solve issues of significance is great. That it is aggregated to create wealth for a few, not so good,” he added.

According to Lark the wearable technology race is currently hottest in sensor-based devices.

“What the smartphone did for communications, they will do for personal tracking,” Lark, the former head marketer for Commonwealth Bank, told B&T.

Lark predicts that wearable technology will become “absolutely mainstream”, with everyone owning two or three different devices.

“Don’t focus on the form factor though, we are just at the earliest stages of seeing what works.”

Ciaran Norris, chief digital officer Mindshare, doubts that in their current form wearable technology such as smartwatches will have the uptake of an iPhone or iPod.

He believes the real future lies in taking the idea of the quantified self and applying them to the home.

“You can already see it in terms of smart meters but where it gets really interesting is when you think about heating that automatically equalises based on the season; lights that are attuned to your needs so that they switch on when your phone tells them you’re just outside; washing machines you can turn on with a tweet.”

“For this reason, it may well be Samsung that takes the lead in this space, rather than Google or Apple.”

For more on wearable technology and what it will mean for media, privacy, marketing and advertising pick up the next edition of B&T Magazine, October 13.

The News Analysis will feature Devine, Lark, Heron, Norris and Finch’s Emad Tahtouh also discussing which company will come out on top, why the best developments are yet to come and what normal household item they want to see become ‘smart’. 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: 30 Days of Fashion, ABC, ADAD, Advertising Standards Bureau, Marketing Push, Mashable, Support, theFarm
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Telstra Launches One-Off Ad During State Of Origin Decider
11/07/2025
Clemenger BBDO Sydney office.
Agency Scorecard: Clemenger BBDO
11/07/2025
Matt Coote.
Matt Coote Takes New Senior Role At GumGum
11/07/2025
Spenser Skates.
Amplitude Acquires Kraftful To Embed AI-Native Voice Of Customer Capabilities
11/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?