The Fitbit Flex is Fitbit's take on the Nike Fuel band system and, at $99, it's a cheaper take on it too.
The functionality is similar. The band houses a tracker which measures your steps, calories shed and the distance you've travelled - and it also manages to detect your sleep patterns.
The tracker then sends all that info over Bluetooth 4.0 to your nearest iOS or Android device which logs it and checks you've been a good boy/girl. At the same time, just as with the Nike system, the band lights up with little LEDs as you make your way towards your pre-programmed goal as set by the desktop software, however doesn't as we found out after a quick play with the device display any information either than the blinking lights on the band itself although there is an accompanying app to let you do that.
The first this time is the Android integration and that should do wonders for the customer base. Naturally, the Flex system has all the social badges and boasts that one requires to feel like a modern runner and it also works with previous Fitbit bits and pieces including Fitbit One and Zip. On top of that, there's support for third-party fitness apps such as Endomondo.
The Fitbit Flex should be coming in spring 2013 with the Android version promised shortly.