Mobile First: Understanding the Internet of Things and Mobile Devices
By now, you’ve probably heard of the “Internet of Things” (IoT). The phrase gets thrown around as a buzzword in conversations around product, technology and market trends. However, there are a lot of people who are still trying to wrap their heads around what the IoT really is and what impact it might have on their businesses. Like augmented and virtual reality, IoT has the potential to be a major game changer. Here’s why:
As a lot of stories begin these days, the Internet of Things starts with the mobile device. Just as mobile devices opened a new channel for marketers to engage with consumers on the go, the IoT is opening up the scope of that channel by redefining the “device” and expanding connections between devices. At the same time, the IoT is collecting incredible amounts of real-time and contextual data previously thought unattainable. All of this adds up to a boatload of possibility for marketers.
The crux of the Internet of Things is connectivity. The new, expanded definition of connectivity refers to: 1) users connecting to smart devices to accomplish a task; 2) smart devices connecting with ordinary objects to deliver additional information, functionality, or value; and 3) smart software or smart devices connecting back with organizations to deliver insight on user behavior.
Redefining the Device
Let’s look at two classifications of devices:
Electronic or “Smart” Devices: Gartner Research estimates there will be 5 billion IoT devices in the market by end of this year and 25 billion by the end of 2020. Don’t see it? Go to Amazon.com and check out its new “Home Automation Devices” category. There you’ll find thousands of products that give you remote control of your home — from lighting and appliances to security and heating/cooling systems.
Still not a believer? Consider the newest automobile technologies we’re seeing — driverless vehicles, accident anticipation and prevention, and automatic parallel parking. All of these things think on behalf of, not in response to, the user. The perception of how we interact with the physical world is shifting as these products increase in demand.