Why wouldn't they?
Seriously, the only IP in this product is the Australian designed software.
You could build your own software and go and buy 10,000 watches from them without a problem and release a watch.
And on the flip side, if that manufacturer falls over you'd better have another hardware manufacturer lined up.
If the software was actually best in class don't you think that one of the big players would have taken SPA out by now?
Ann: European Market Re-entry with Finnish Telcom Giant, page-16
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