I don't think consumers (mass market) will be that brand savvy...

I don't think consumers (mass market) will be that brand savvy in these first few years of release. Playr is targeting prosumer football as it's the most logical test bed, but PLAYR will end up as a consumer retail offering spanning many sports catering to quite a large target market.

Reality is most mums/dad and their kid going into a Rebel sport to buy a GPS tracker for football wont really care if it is STAT or PLAYR - but they will be there to purchase because the market awareness for the product exists, which is a combined effort of all the competitors. So 2-3 competitors in the space is not such a bad thing, as long as the mass market appetite is there.

So quality of tech aside (which it seems CAT has) the battle for consumer will be fought through a savvy retail/marketing/distribution strategy. The quicker CAT can run now its has launched the better it's chances of winning - there is a lot of power in first mover advantage.