Companies in all industries are increasingly looking beyond cost savings to deliver customer value with the internet of things (IoT). IoT products need not be technically complex, but they do have to be customer-obsessed. This case study examines a rapidly growing company named Mobike to unveil how it leverages IoT technologies to intelligently solve a long-standing headache in big cities: the "last mile" problem. CIOs and other business leaders can learn from Mobike's experiences when planning the development of their own IoT solutions.