There Is No Internet Of Things — Yet

Sensor-embedded objects — the endpoints that compose the so-called "Internet of Things" — present marketers with the opportunity to learn more about their customers and the way they use products in the real world. They also present the opportunity to engage with customers in new contexts, deliver more value, and deepen customer relationships. The problem is, there really is no Internet of Things today — it's a fragmented landscape of devices with small installed bases that produce siloed data to which marketers have limited access. During the next three to five years, however, technology improvements will give marketers more to work with. Next-generation sensors and processors will enable marketers to deliver more contextually relevant services. Emerging platforms and standards will give marketers greater reach with less development cost. This report provides guidance to marketers on how to lead their brands to create the next great devices, extending their brand benefits to fulfill customer needs with hardware, software, and services —just as Audi, Coca-Cola, Disney, and Nike are doing today.