Update (shyeah right)19 Dec 2019 16:47
...and Amit is of course "very pleased" (very pleased... not just pleased) to announce the publication of Heather Morgan's massively in-depth study... you know, the one being discussed over the last few days... the one where only 15 people signed up for the four week study... the one where only 6 people completed the 4 weeks... the one where the other 9 gave up because they so disliked the Onitor and/or its app... the one where, according to the words of the published study themselves, " actual activity monitored by the Onitor® Track, such as the step count and heart rate, was not available for analysis. "
Here's a copy n paste of the latest update on the Cloudtag website, pasted word for word.
"Amit Ben-Haim CEO of Cloudtag Inc is very pleased to announce the publication of a single arm medical research concerning Cloudtag’s proprietary technology showing weight loss along with body mass index reduction over the period of the trail at various end points.
Non-communicable disease rates associated with being overweight or obese are rising. Technologies warrant consideration as weight loss interventions. Cloudtag’s® Onitor® Track, a dual-position wearable plus smartphone application, monitors energy expenditure and provides tailored exercise programmes. This research aimed to undertake an experimental study of 20 overweight and obese women using the technology; explore its feasibility and acceptability through interviews; and investigate its behaviour change techniques. The primary outcome was decreased body weight (kg) at 4?weeks. Secondary outcomes were body mass index (kg/m2) and waist circumference (cm) changes.
I would like to take this opportunity and congratulate both Ms Kelly Buchan and Dr Heather Morgan for their excellent work and dedication seeing this research through to publication in the Health Informatics Journal on 17th December 2019."
And as usual Cloudtag's professionalism shines through. It's a "trial", Amit, not a "trail". You know, a trial... but that's probably a word you should be scared of, given your flawless stewardship over the company and investors' funding.
Secondly, it's amusing how this update was clearly written by Amit himself (who else is there left?) He start off talking about himself in the 3rd person in an effort to achieve some credibility and gravitas (epic fail, but anyways). Then he forgets himself by closing with "I would like to thank..."
Equally as tragic as it is comedy gold.