"We created the smart ring category."
Global smart ring company Oura officially launched the 'Oura Ring 5' in South Korea during a press conference held on August 18 at Lotte World Tower in Songpa-gu, Seoul. As Samsung Electronics expands the domestic smart ring market with its Galaxy Ring, Oura aims to establish its presence by leveraging technology and data accumulated since its first generation.
George Abbott, Oura's head of Asia-Pacific, Middle East, and Africa, stated, "We are the market leader in this field and the company that created the category," adding that "all the learnings from previous generations have been reflected in the fifth-generation product." Since launching its first smart ring in 2015, Oura has continuously improved its products. The Ring 5 is described as a culmination of the hardware and software technologies developed over the years.
Brian Lynch, Oura's Senior Vice President of Hardware Engineering, explained, "We redesigned the mechanical and electrical structures from the ground up." The Ring 5 is 40% thinner than its predecessor, with sensor LED output increased fourfold. This design allows for stable biometric signal measurement even during high movement. It can be used for up to a week, with a starting price of 630,000 won in South Korea.
Oura emphasizes its competitive edge not only in hardware but also in the extensive health data it has accumulated over time. Abbott noted, "Simply showing a lot of data is not enough; Oura's experience helps users understand what is changing in their bodies." The company has researched sleep data for over 12 years, analyzing health status based on sleep, heart rate, skin temperature, and movement.
The key feature, 'Readiness,' integrates over 20 bodily signals to indicate recovery status. It also analyzes cardiovascular health using heart rate and heart rate variability, providing a 'cardiovascular age' based on vascular elasticity and measuring maximum oxygen uptake (VO2 Max).
Oura also offers a 'Symptom Radar' to track early signs of illness. If unusual changes in biometric data are detected, users are guided to reduce activity and focus on recovery. The women's health feature analyzes data related to menstrual cycles, pregnancy, and menopause. Oura has also released research findings based on over 10,000 pregnancy cases.
The company maintains a subscription model priced at 9,400 won per month in South Korea. Abbott stated, "What users actually purchase is not just the hardware but also the app and insights," noting that the retention rate for paid members is 87%. This indicates Oura's intention to continue providing new health analysis features through subscriptions after hardware sales.
In response to criticisms regarding its later entry into the South Korean market compared to Samsung, Abbott emphasized the importance of technology accumulation. He said, "We believe in doing things right rather than doing them quickly," adding that South Korea is a technologically advanced market with a high interest in health.
Oura plans to begin domestic sales starting August 25 with a pop-up store at Lotte World Mall.
Lynch's background aligns with Oura's hardware enhancement efforts. He worked at Apple for about 24 years, overseeing hardware development, including for home devices and participating in autonomous vehicle projects. He joined Oura this year to lead hardware development.
Abbott expressed confidence that Oura can provide a new perspective on health in South Korea. The company plans to expand its market presence by selling products through Naver and its official website.
* This article has been translated by AI.
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