After years of struggling against dominant competitors like Fitbit and Samsung, multiple strategic shifts and failures, fitness tracker company Jawbone has gone into liquidation.
The collapse of the San Franciso-headquartered firm, which at its peak in 2014 was valued at US$3.2 billion ($4.4b), was reported last week by technology website The Information.
Chief executive Hosain Rahman has founded a new company, Jawbone Health Club, and is taking a number of employees with him, according to multiple reports.
"It's a nail in the coffin for the way we know Jawbone today," IDC analyst Jitesh Ubrani told Bloomberg. "We'll probably know them very differently going forward. Within the medical industry they might be recognised but not by the consumer."
The company began its life in 1999 as AliphCom, selling various products including Bluetooth headsets and speakers, before changing its name to Jawbone in 2011 and entering the burgeoning fitness "wearable" market.