Tuesday Aug 10th, 2010– was anunexceptional news day: Schools Given Grade On How Graduates DoPentagon Plans Steps To Reduce Budget And Jobs Fed Up Flight Attendant Lets Curses Fly Then Makes Sliding ExitIn fact, this day was memorable for what wasn’t on the front page of the NY Times…
The real story was that the number of non-human objects….etc [read from slide] What’s this all about?... Something called the ‘Internet of Things’ The enablement of billions of every day objectsconnected to the Web.
Four layers but: Not OSI:layers are flexible, eacheases a little more building applications: from Embedded Syst. Dev to End-UsersContribution: LayersBuilding blocks: each block is a Web APIApplications testingthese blocks
Bringingdevelopment as close as possible to endusersWecreated a frameworkthatallows the creation of dedicatedmashup editorsi.e., Web toolthat let usersbuildmashupssimply by visuallycomposingwidgetsThanks to the otherlayerseachwidgetisreduced to an HTTP call and canevenbeautomaticallygenerated.This is the EAS mashup.
It’s a big deal now these things have started talking because there’s a lot of objects in this world – come to that, there’s a lot of PRODUCTSand if they start trying to talk to us, we’d better be ready to have a conversation! So what does this world of digitally connected products mean? Whats the benefit to us as consumers? Whats does it mean for marketers? To help answer those questions lets look at an example
In the world of products -> this solves an interesting problem…There’s a world of activity and passion around products – either directly for some products like guitars or bikes, or by association for others (e.g. I might directly care about my car, but I only care about my tub of skin-cream because it’s associated with my health and wellbeing)But the information and apps and services relating to product passion areas or product lifestyles are not particularly well organised and the consumer has to do all the workThere’s a gap between the extra digital value the consumer wants to get out of using their product and what the manufacturer is able to deliver
Think of it as a Facebook for Things Where all things have unique identities, which are represented online. This is what we at EVRYTHNG call an Active Digital Identity This allows us to… Attach content to them To communicate via them To connect apps and services to themWhich enables things to be part of the real-time social flow of digital conversations which happens around us every day
Take a bottle of Olive OilYou can add a unique tag to the product label – could be as simple as a unique short URL to a QR code or more advanced NFC tag
Yes you could start with serving up generic information on nutrition, or recipes or product history/provenance to help aid initial purchase in storeBut in fact what you’re doing iscreating a unique relationship between a product and a consumer. How? By encouraging consumers to take digital possession of their product by identifying themselves – through FB etc – in order to link the unique tag on each product to the individual consumerSo when a consumer ‘checks into’ their bottle of olive oil, the product becomes your passport to a world of content, services, experiences based on the lifestyle territory the brand wants to own. For instance:-- Gets you discounts on bookings at Jamie Oliver restaurants-- Suggests nearby cookery classes, and so on.