The rising tide of connected devices that we at SiliconANGLE have been covering in the past year signals a shift in consumer interest from smartphones to wearable gadgets. Representing the next evolution of the wireless world, this emerging sub-segment of the Internet of Things is pitting big name brands against each other in a battle for customers’ hearts and minds – and their wrists, too.

In a recent report entitled Fitness Band Wars, our very own Mellisa Tolentino reviewed the latest and greatest devices that are shaping this market to determine just how well they match up against each other. While designed with different demographics in mind, there is enough overlap between the products to merit a closer look at all three.

Last week, less than a month after AT&T revealed that it’s jumping into the smartwatch market with the Pebble, sportswear titan Nike pulled the curtains back on a new high-tech fitness brand that aims to help users make exercise a lasting part of their lives. The FuelBand SE features several improvements over the company’s previous generation activity tracker, including Bluetooth 4.0 support and a complementary app that lets you check your progress in real time.

Set to hit stores on November 6, the SE comes in yellow, pink, or red. It competes with Fitbit Force, a lightweight band that that is geared toward runners and other endurance athletes. What the device lacks in color it more than makes up for in functionality, with call notifications and the an LED display that keeps track of floors climbed, distance traveled and a wide range of other statistics.

At $129.95, the Force is priced competitively against both the $149 FuelBand and the Jawbone Up, yet another fitness gadget that has been making waves recently. Designed for sports lovers who are particularly keen on keeping their workout routines in check, the high-tech bracelet keeps tabs on a dizzying number of metrics, from your sleep schedule to your diet to the number of calories you burn in a given timeframe.