Commentary

IoT 101: Create, Launch And Then Adapt To Consumer Behavior

While many Internet-connected devices get created, the market ultimately will decide which will gain traction.

And after introducing a product into the marketplace, IoT product creators and marketers have to closely monitor how their devices are used and adapt accordingly.

A good example of this adaptation is in the introduction of the new Nest Cam Outdoor camera.

After Nest started selling its Nest Cam, it noticed that a large number of consumers were pointing their devices at windows so they could monitor activity outside their home.

So the Google company created an outdoor version of the same camera, essentially a traditional Nest Cam built into a weatherproof container.

This is what the Internet of Things is all about: launching and then adapting to consumer behaviors.

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If Nest simply stuck with its indoor camera, no doubt a fast-moving competitor would seek to capture the outdoor, connected camera market.

IoT products are relatively new, and no one really knows how they will be used until placed into the hands of a large number of consumers.

There are two IoT aspects: what the suppliers and vendors will create and market and then what consumers will gravitate to.

Both aspects are not always in sync, at least based on market research.

For example, automakers and others are barreling forward into self-driving cars. Meanwhile, consumers say they don’t want one.

Another example is in retail.

Big-box retailers like Best Buy and Sears are working to feature smart home products in their stores. Meanwhile, fewer than a third (30%) of households are familiar with where to buy smart home products, based on one study. And fewer than half (40%) prefer to buy smart home products at retail outlets.

It looks like the build-it-and-they-will-come approach will have to be supplemented with some serious marketing and consumer education.

And then those same marketers will have to closely watch consumer behavior around their products and then adapt to what consumers really want those products to do and what they want to do with them.

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Samsung, UnderArmour, Microsoft and Philips Lighting presenting at the MediaPost IoT Marketing Forum Aug. 3 in New York. Check out the agenda here.

10 comments about "IoT 101: Create, Launch And Then Adapt To Consumer Behavior".
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  1. Mark Westlake from GearBrain, July 18, 2016 at 9:51 a.m.

    Good article.  We also found that big box retailers spent a ton of money promoting smart home technology but all in the wrong places in their stores.  For intance we found Lowe's promoting Iris by Lowe's with an end isle display.  The display was no where near the lighting or thermostats which is where the buyers of these new smart home products were shopping.   No wonder consumers weren't buying these new smart home products.

    Mark

  2. Chuck Martin from Chuck Martin replied, July 18, 2016 at 9:54 a.m.

    Very great points, Mark. Still a lot to be learned there.

  3. R MARK REASBECK from www.USAonly.US , July 18, 2016 at 4:09 p.m.

    $400,000,000 seems like a drop in the bucket to be able to download a movie in 5 seconds.  Seems like the obama white has backed losers the entire time .
    Evergreen Solar $25 mil
    Spectra Wat  1/2 mil
    Solyndra over 1/2 billion
    Beacon Power $43 mil
    NV Geo  $98.5 mil
    First Solar  $1.46 BILLION

  4. Chuck Martin from Chuck Martin replied, July 18, 2016 at 4:12 p.m.

    The 5-second movie download is the anticipated speed via 5G, Mark. The market is moving to that speed with or without the $400 mil investment from the government. Hope that helps clarify.

  5. R MARK REASBECK from www.USAonly.US , July 18, 2016 at 4:18 p.m.

    CONTINUED:
    (HIT THE WRONG BUTTON)
    Babcock & Brown $178 mil
    Eneri $118.5 mil
    Amoix $5.9 mil
    Fisker $529 mil
    Abound Solar $400 mil
    A123 batteries  $279 mil
    Willard & Kelsey Solar $1 mil
    Johnson Controls $299 mil
    Schneider Elec $86 mil
    Brightsource $1.6 BILLION
    ECOtality $126 mil
    Raser Tech $33 mil
    Energy Conservation Devices $13.3 mil
    Mountain Plaze $2 mil
    Olsen Crop and Mills $10 mil
    Range Fuels $80 mil
    Thompson River Power $6.5 mil
    Stirling Energy $7 mil
    Azure Dynamics $5.4 mil
    green Volts  1/2 mil
    Vestas $50 mil
    Compact Power $151 mil
    Nordie Wind $ 16 mil
    Navistar $39 mil
    Satcon $3 mil
    Konarka Tech $20 mil
    Mascoma $100 mil

    Our priorities are way off in this country

  6. R MARK REASBECK from www.USAonly.US , July 18, 2016 at 4:20 p.m.

    My point, is why do tax dollars "experiment" on all tech ideas. If you think it works.......you take the risk.

  7. Chuck Martin from Chuck Martin replied, July 18, 2016 at 4:59 p.m.

    That is some list, Mark. Curious how you aggregated all those companies and amounts? Thanks.

  8. Catherine Rector from The IoT Collective LLC, July 18, 2016 at 5:27 p.m.

    I believe the biggest challenge for consumers is the IoT device playing field continues to get bigger with a steady stream of stand alone products which  all require unique app downloads providing different features and user experiences.  There's evidence from devices like Philips' hue, that some manufacturers are attempting to pull the consumer home management experience together but it's still pretty far away.  The consumer investment to knit it all together is pretty high +$1000, not to mention the hassle factor of managing multiple apps.

  9. Chuck Martin from Chuck Martin replied, July 18, 2016 at 5:45 p.m.

    Quite astute observation, Catherine. For integration or working together, many smart devices are hardly plug-and-play, an obvious and major friction point. The central hub or control point is one target of the market, at least in the short term.

  10. R MARK REASBECK from www.USAonly.US , July 18, 2016 at 8:40 p.m.

    great reference list of just the solar failures.  how about Cash for Clunkers??
    http://dailysignal.com//2012/10/18/president-obamas-taxpayer-backed-green-energy-failures/


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