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Oura, the dominant smart ring manufacturer, filed for a public offering in September as its revenue nearly doubled to $1.21 billion, but the company now faces intensifying competition from numerous rivals each pursuing distinct technological approaches. Competitors like Ultrahuman, Circular, Samsung, and RingConn are introducing features ranging from contactless payments to advanced health sensors and on-device processing capabilities. The emerging market is shifting from minimalist health tracking toward feature-rich devices that increasingly resemble miniaturized smartphones.
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