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Brands as Services: How the IoT Is Creating New Ecosystems

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Mel Wilson, Head of Strategy at IPG Media Lab, was a keynote speaker at the 2014 Geoweb Summit. This presentation examines how smart devices are creating new data which brands can use to develop new …

Mel Wilson, Head of Strategy at IPG Media Lab, was a keynote speaker at the 2014 Geoweb Summit. This presentation examines how smart devices are creating new data which brands can use to develop new services, as well as ways for developers and marketers to work together.

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  • 1. Smart Devices, Smarter Brands: How the IoT Is Creating New Ecosystems May 22, 2014
  • 2. © 2013 IPG Media Lab. Proprietary & Confidential Why all of this attention on the IoT? Data makes devices—and brands—smarter. Although it’s just in its beginning stages, the Internet of Things (IoT) is already creating a wealth of data from every aspect of consumers’ lives. 2
  • 3. © 2013 IPG Media Lab. Proprietary & Confidential It’s worth a lot of money • Cisco has estimated that the IoT will be worth $19 trillion by 2020, and consist of over 50 billion connected devices. • 96% of companies plan to use the IoT in the next three years, and 68% of companies are budgeting for the IoT 3 “Cisco CEO:We’re all in on the Internet of Everything,” Information Week http://www.theverge.com/2014/1/13/5305282/google-purchases-nest-for-3-2-billion http://www.psfk.com/2014/03/internet-of-things-infographic.html#!FMNpK
  • 4. © 2013 IPG Media Lab. Proprietary & Confidential It’s moving really fast We have seen in the past 18 months: • Automobiles become mobile devices • Watched home appliances tweet and text owners • Cameras broadcast from homes to the cloud • Fitness become a data stream from socks, wristbands and shoes 4
  • 5. © 2013 IPG Media Lab. Proprietary & Confidential It is causing new ecosystems to be created As more devices come online, they create data that developers and marketers can use to deliver value to both companies and users. Three industries in particular are leading the way: 5 Sources: http://www.wired.com/2012/08/umtri-michigan-connected-car/vehicleswithcircleshighway-660/ http://siliconangle.com/blog/2014/01/21/the-connected-home-is-streets-ahead-of-wearable-tech/connected-home-kitchen/ http://www.isaac-katz.com/blogs/news/8333671-3d-printing-and-the-future-of-retail ! Cars Home Retail
  • 6. © 2013 IPG Media Lab. Proprietary & Confidential What we really think about IoT at the lab • Focused view on IOT is, human behavior evolving around tools and utilities. Audiences are moving based on where content can be accessed and controlled around these behaviors. • It matters to brands, because most of them are tools and utilities • It manifests itself best with brands as services ! 6
  • 7. © 2013 IPG Media Lab. Proprietary & Confidential Where we can partner with you User experience around behaviors ! Functional development of experiences with utility ! Solving business problems with technology 7
  • 8. © 2013 IPG Media Lab. Proprietary & Confidential Things we all must to do to succeed Identify existing data streams ! Find the right pieces to add ! Innovate on top of existing platforms ! ! 8
  • 9. Identify Existing Data Streams
  • 10. © 2013 IPG Media Lab. Proprietary & Confidential 1. Identify existing data streams Now that two-thirds of Americans have smartphones, the everyday tech user is already creating data streams (even though they may not be aware of it). ! Let early adopters and brand evangelists lead you: they’re already creating work-arounds and hacks to make their data more accessible and useful. ! For your consideration: • How and where are people already creating data? • Should users have direct access to data, or should it be a closed system? • What services could you partner with to make data more user-friendly? 10
  • 11. © 2013 IPG Media Lab. Proprietary & Confidential Data provides location-based insights and opportunities ! Inexpensive after-market devices can easily plug into cars and retrieve data on usage and location, which has the potential to disrupt: • Insurance • Repairs and Service • Radio and Advertising 11
  • 12. © 2013 IPG Media Lab. Proprietary & Confidential Retail offers unprecedented targeting 12
  • 13. © 2013 IPG Media Lab. Proprietary & Confidential Wearables tracking fitness, social, and content engagement allows marketers access to even more data Become part of this ecosystem and have a built-in method to gather data on audience. Or have them interact with Beacons and NFC technology 13
  • 14. © 2013 IPG Media Lab. Proprietary & Confidential Leveraging data correctly helps us put it all together to be useful 14
  • 15. Find the right pieces to add
  • 16. © 2013 IPG Media Lab. Proprietary & Confidential 2. Find the right pieces to add To consumers, the IoT sounds very futuristic—and expensive. It’s especially challenging to create a new ecosystem when elements like cars and homes are major purchases that are only purchased every seven (or more) years on average. ! As a result, it’s important to identify inexpensive hacks that people can add on after-market, minimizing expense and level of commitment. Arduino and Raspberry Pi, for instance, are inexpensive tools that can be adapted to a variety of uses, while Philips Hue lights are stand-alone pieces that don’t require rewiring a home. ! The right pieces might not even be devices—IFTTT allows people to create “recipes” of triggers and actions based on services and devices they already have. ! For your consideration: • What elements can you develop that stand alone or are inexpensive to install? • What do your users believe is an acceptable price range for entry into the IoT? • How can you plan to integrate older devices into the ecosystem as technology improves? 16
  • 17. © 2013 IPG Media Lab. Proprietary & Confidential Selling extends into the living room 17
  • 18. © 2013 IPG Media Lab. Proprietary & Confidential (No, really, laziness has won) 18
  • 19. © 2013 IPG Media Lab. Proprietary & Confidential Notification and value are key to success 19
  • 20. © 2013 IPG Media Lab. Proprietary & Confidential Just make it easy to connect the dots 20
  • 21. Innovate on top of existing platforms
  • 22. © 2013 IPG Media Lab. Proprietary & Confidential 3. Innovate on top of existing platforms Look for underutilized digital assets—whether a technical capability or a mobile app—that provide the perfect opportunity to tinker. Launch small-scale experiments and invite users to participate. It may not create the next million-dollar idea, but it will provide feedback on what it technologically possible and what users want, positioning you for the IoT boom. ! For example: LINUX-based systems for consumer facing applications is now booming again. ! For your consideration: • What forgotten apps or projects can you quickly and cheaply bring back to life or enhance? • Who are the key players, both inside and outside of your organization, who can drive the projects forward? • What questions do you want to answer? 22
  • 23. © 2013 IPG Media Lab. Proprietary & Confidential New partnerships are driving the car ecosystem Car manufacturers, telecom companies, and tech companies are partnering to create user-friendly interfaces within the car itself: • Google announced the Open Automotive Alliance with Audi, GM, and Honda to launch Android- based infotainment systems. • GM and AT&T are building 4G LTE into Chevy vehicles, turning cars into mobile devices. • Apple’s CarPlay brings iOS and Siri into the car itself ! 23
  • 24. © 2013 IPG Media Lab. Proprietary & Confidential Cars connect to the rest of the ecosystem ! 24
  • 25. © 2013 IPG Media Lab. Proprietary & Confidential The home becomes a platform… 25
  • 26. © 2013 IPG Media Lab. Proprietary & Confidential …that everyone can contribute to ! 26
  • 27. Why it is important for us to work together to create value for users
  • 28. © 2013 IPG Media Lab. Proprietary & Confidential If we can’t find ways to work together on this, we get very useful chaos. Just like on South Park 28
  • 29. © 2013 IPG Media Lab. Proprietary & Confidential Examples of chaos to explore on your own Jawbone ! • + dogs • http://gigaom.com/2014/05/06/jawbone-integrates-whistles-canine-activity-data-into-the-up-app/ • + cars • http://www.wired.com/2014/05/to-show-their-worth-fitness-trackers-must-go-way-beyond-10000-steps/ ! Philips/DESSO ! • Light transmissive carpets • https://www.youtube.com/watch?v=fm6N9uvEyZs 29
  • 30. © 2013 IPG Media Lab. Proprietary & Confidential So once again how can we build the future of the IoT together? ! 1. Identify existing data streams 2. Find the right pieces to add 3. Innovate on top of existing platforms 30
  • 31. © 2013 IPG Media Lab. Proprietary & Confidential Thanks! ! If you have questions or want to talk more about helping us build the future of media, please contact us: ! ! The Lab: ipglab.com info@ipglab.com 212.883.4751 @ipglab 31 Mel Wilson (me): Head of Strategy melvin@ipglab.com 347.624.1387 @c3mlw

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