A Microsoft executive at CES said consumers are not going to want many different devices -- perhaps just a sensor in your clothes, your coffee machine, your car, your skis, your basketball, your dinner plates. One controller could work for all -- say a smartphone.
Irwin Gotlieb, group chairman of Group M, pondered whether it would be good for marketers to know what’s inyour’ refrigerators by way of a broadband connection or possibly say your TV set. Then you may get an advertising message that you are running low on half & half, turkey bacon, high-end Greek yogurt, or pomegranates.
Still, over the years consumer electronics manufacturers have offered many trial balloons that have fallen flat as a processing chip.
In the TV-related space, there is a flurry of consumer devices to get programming, social media content, and other stuff. Increasingly the question remains, “What middleware stuff and businesses do we really need?” Broadcast/cable networks, syndicators, cable operators, satellite distributors, record labels, radio stations? Many believe content -- TV, movies, social, brand-centric stuff -- should be sent directly to consumers.
The real decision is figuring out what devices, content and marketing integration will be left standing after the media disruption dust settles.