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We have been hearing about the emergence of consumer IoT for decades. Yet, while many pieces of the underlying technology have been available for many years (or longer), consumer Internet of Things (IoT) experiences have yet to make their way into the average consumer’s daily life. Today, challenges exist in delivering compelling use cases, user journeys, and user experiences that deliver meaningful value propositions that encourage adoption. This poses a number of questions: What shifts need to occur to (re)position the industry for true mass market adoption? What are the elements that the industry has been stuck on that might be holding it back? Might there be a change in where the value is created for consumers in the future? This white paper from Endeavour Partners will dive into these these questions, and present an alternative vision for the future of consumer IoT, through the lens of the smart home, exploring why the future is different than the one we had been expecting.