• by Chuck Martin , Staff Writer, March 13, 2016

Established companies are waking to the import of The Internet of Things and starting to extend their businesses to leverage it for new ways to reach consumers.

At OMMA SXSW over the weekend, Coca-Cola’s Derek Myers, group director of strategy and commercialization, described to attendees how the company’s vending machines capture more than 100 data points a second.

Until now, those data points have been returning daily inventory and payment info to headquarters. But in true IoT fashion, Coke is going to be able to deliver personal messages to a consumer via the screen on the front of the machine.

Connected vending machines, also in the works from other brands and being deployed around the world, are but one example of the extent of coming connected objects.

Automakers also are racing to include more connectivity in its cars.

For example, General Motors just announced it was buying Cruise Automation, a company that deals with autonomous driving technology. The acquisition presumably provides GM with more car connectivity in its quest to develop self-driving cars.

GM already had extended its business by a $500 million investment in car-hailing service Lyft, with the idea of ultimately creating a fleet of self-driving cars that could shuttle passengers about.

And Ford recently decided to create a separate subsidiary, Ford Smart Mobility, to develop new technology also related to self-driving cars and car-sharing services.

There are many other examples, but key is that very large business entities like Coke, GM and Ford are making major investments in the future of The Internet of Things.

Consistent across all major moves likes these is an increase in the collection of a wealth of consumer data, along with contextual and location information to bring with it new insights.