Smart home: psychobabble or the new playground for brands
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Rebecca Hirst, Marketing Director, Samsung David Coombs, Head of Strategic Services, Cheil The world of brands and IoT is hotting up as an increasingly connected world reveals a bounty of opportunity for marketers, much of it around the home. As IoT matures and gimmicks are replaced with genuinely valuable customer experiences and marketing opportunities, don’t miss this vision for how brands can succeed in the connected home from one of the most pioneering tech brands.
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Smart home: psychobabble or the new playground for brands
- 1. Smart Home Psychobabble or the new playground for brands? @DavidCoombs @GloriousWellness 28th November 2018
- 2. v
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- 5. So what’s the truth about the connected home today?
- 6. Source: TechUK, State of the connected home Of UK consumers are aware of the connected home Claim to ‘know a lot’
- 7. Source: TechUK, State of the connected home Of UK consumers own at least one connected device Own more than three devices
- 8. Source: PwC, Connected Home 2.0 Will be spent in the UK on smart home devices in 2019 Of device owners are expecting to upgrade within the next 2 years
- 9. Source: PwC, Connected Home 2.0 Of people enter the market via smart entertainment
- 10. v Most likely areas for growth in the category Smart entertainment 45% Smart energy 42% Home monitoring & Control 39%
- 11. Despite the positive numbers, there are some real challenges in the category
- 12. v Source: TechUK, State of the connected home Cost 45%Believe that connected home products are currently too expensive Privacy 37%Concerned about personal privacy Interoperability 16%Concerned about devices communicating across different systems
- 13. v Bad news has spread fear in the category
- 14. We wanted to know what people on the street thought about the connected home. So we asked them….
- 15. v
- 16. The vision of the future and the reality of today are too far apart for consumers
- 29. Closing thoughts
Editor's Notes
- We are going to talk to you today about the connected home. The state of the current landscape, the challenges and opportunities and the role that brands have. The connected home has been getting a lot of attention over the last couple of years, but it is not a new idea….
- The connected home has been getting a lot of attention over the last couple of years, but it is not a new idea, I’m sure we all remember this from the 1960’s
- This notion of an autonomous house that can help you and look after you has definitely stuck and brands love to show how they are working towards this better future.
- Samsung US Ad
- We are seeing a number of real-world examples now where this type of technology is a force for good. Take Howz for example and their mission to take the crisis out of ageing. You attach sensors to appliances and doors and it learns the routine of the person in the house and then notices if something doesn’t look right in that routine. It can then notify friends, family or carers to check all is ok. Amazon has recently launched Alexa Hunches with a similar thought. Alexa will learn your routine through your connected devices and then nudge you if something seems out of the ordinary. ‘Have you left without turning the lights on, would you like me to turn them off?’
- The applications of connected technology in the home are really exciting, but what’s the truth about adoption and attitudes towards it today?
- Familiarity of the connected home is actually pretty strong amongst consumers. Depth of knowledge however is still very limited
- We are going to spend £10.8Bn on smart devices in 2019 that’s over 3 times the amount we will spend on milk and cheese as a country! 40% of people are expected to upgrade their existing devices to allow connectivity in the next 2 years
- People are put off by the perceived cost of the products. They are concerned about their personal privacy if they do connect things. Your home is a very personal space and people want to feel safe and secure within it. People want their devices to play together, the thought of having 10 different apps to control 10 different devices is a major bugbear.
- We wanted to know what people on the street thought about the connected home. So we asked them….
- So what we can see is the exciting vision of the future and reality of where consumers are today is just too far apart
- But if we can convince people to start to connect, they see the value. Positive impact ratings increase on average 2.5X.
- Now we will explore how brands can make this more tangible for people
- The everyday moments
- Security & comfort
- Security & comfort
- Seeing who’s at your front door Change image to front door
- Up to your elbows in washing up
- Hair straighteners
- Water leak in your home
- Comfort
- Working late / Turn the heating on
- Crumpled clothes
- It’s about staying in control
- Technology that’s open
- Connected platforms (alexa, samsung etc)
- 5G
- We have seen how exciting the future of the smart home is and how it can add real value to peoples lives. However the truth is that consumers aren’t there yet. Instead of focusing on the big vision, we need to focus on the small moments Rebecca talked about where we can show how technology connects to peoples needs and helps them. We know that if people connect a device, the positive impact is much higher than they were expecting. Around 2.5X higher. If we demonstrate the reasons to connect in a simple and compelling way, one moment at a time we will get more people connecting more devices and over time we will all become The Jetsons. Thank you.