Google’s presence in the graphic above is only an indication of its IoT strategy, and I’d think that Android might be a great thread to connect it all together in the short run. Two words – Google Now. There’s been a lot of talk recently about Google losing its prime position. (example) Stagnating search advertising growth, Facebook’s strong showing in mobile advertising, Apple’s profitability from devices etc being the reasons. I am wondering if IoT will be a key to Google’s renaissance. (along with AI) Our interactions with the connected devices will result in a treasure trove of ‘intimate’ data that can be used for some excellent targeted advertising. Given its play in multiple verticals, Google will be in a great place to access the data. Arguably Glass was their big play at hardware beyond mobile. In any case, that didn’t seem to work. Yet. But with Nest, Dropcam and beyond (check out the patents including a smart doorknob!) Google does have quite some ammunition.

Samsung states that by 2020 all of the devices it sells will be connected to the IoT. For now, SmartThings, their recent acquisition, will serve as the connection between devices. (via) Apple, with HomeKit, is poised to become a key player as well. Quite possible that the combination of Apple Watch, Beacons and Apple Pay will bring in a completely new play on IoT. Even Amazon’s Echo is in the game. (read)

In the near and medium time frame, one of the things that I think will play a key role in converting the IoT into a WoT is the mobile device, mostly thanks to them being the common interface. The guys whom I’ve seen doing a great job with that right now is Xiaomi. The entire strategy seems to be use the very economical smartphone as the central device in their IoT plans. Recently they released a Smart Home Suite with four components –  a human motion sensor, a couple of door and window sensors and a wireless switching device for controlling appliances. They already have a connected air purifier and a bulb. (via) TVs and water purifiers are on their way. [Incidentally, they are not the only Chinese brands in the IoT game]

As is evident, there are many companies creating their own navigation paths in the IoT ecosystem. Hardware, software, infrastructure, services, consumer identities and how it can all be made to work together. To me, this is looking to be a play even more significant than the web was. That makes it a very interesting battle indeed.

P.S. For some hilarious IoT ideas, check The Internet of Useless Things

This post is about the second. So, what is the Internet of things? The wiki definition is simple, but effective –  “The Internet of Things (IoT) refers to uniquely identifiable objects and their virtual representations in an Internet-like structure.” The best primer I have come across would be this infographic, which has everything from a quick technology explanation, applications and challenges to market size, statistics, and interesting use cases. For a really solid perspective, look no further than this deck titled ‘The Internet of Everything‘.

How does it affect us? For now, it is about convenience. If you’re familiar with Android launchers, imagine an IoT version – it’s almost there, using iBeacon! There’s more – Piper, which works as an IFTTT for your home, the smart fridge that can order groceries from the online store, the smart TV that can learn preferences and help us discover content, the washing machine that can help order detergent, the egg tray that will let you know about the number of eggs it holds and their ‘state’, the automated coffee machine, Philips’ connected retail lighting system, Pixie Scientific’s Smart Diapers, the GE a/c that learns your preferences, the smart bulb that doubles up as a bluetooth speaker, (!) and so on. Some of the products are really useful and solve a need, while some others are more fads and probably not adding the value that reflects the potential of IoT. But that’s just the learning curve in progress, as the market starts separating needs and wants.

All of this also means that consumption patterns will begin to change, as more purchases become automated, and more importantly data-driven. In my post on the driving forces of 2014, I had brought up technology as the biggest disruption that marketing has seen. This is most definitely one of the manifestations.

What can brands do? For starters, get interested. Think about the tangible benefits that can be offered to consumers. What are the kind of data patterns that devices (or products) can surface to help the consumer make better consumption decisions? What kind of contexts can be relevant? Instead of force feeding advertising on traditional channels and fracking social platforms, can communication to consumers be made seamless using data, contexts and easy processes? While ‘device’ brands might have an initial advantage, ‘product’ brands need not be left behind at all. As the washing machine post (linked earlier) suggests, a Unilever or P&G might subsidise a machine, because it’s pre-sold with 500 washes worth of their detergent. It could even be real time, with SDK, API systems telling a partner brand to push a contextually relevant communication to a consumer. As things start storing and communicating data, privacy will be a major factor that decides whom consumers will share what with. Unlike media, trust cannot be ‘fracked’, it needs to be earned over a time frame.

Where does it go from here? A common language/protocol/registry is a good start, as is a white label platform – both are trying to connect an assortment of devices and gadgets. While there is value in data at an individual level (more on that in the next narrative) one of the critical factors in the success of this phenomenon is the devices talking to each other – humans acting as middle men to pass on data may not be a smart way ahead!  Digital Tonto has an excellent nuanced perspective that differentiates IoT from the web of things. (WoT sounds cooler!) The difference is in connection and interoperability.

Equally important is this phenomenon’s ability to solve human needs. (Internet of Caring Things)

Collaborative consumption is fast becoming a consumer reality. As always, brands (generalising) are bound to be a few years behind, but the hope is that the web of things will force them to start collaborative creation and distribution and more importantly, focus on consumer needs.

until next time, #WoTever

P.S. In a corruption of Scott Adams’  idea, I think #WoT is paving the way for robot domination.

P.P.S. If the subject interests you, check out my Internet of Things Pinterest board.