Welcome!

@ThingsExpo Authors: Yeshim Deniz, Elizabeth White, Rene Buest, Pat Romanski, Liz McMillan

Related Topics: @ThingsExpo, Java IoT, Mobile IoT

@ThingsExpo: Blog Feed Post

Easing Consumer Doubts About the Internet of Things By @AriaSystemsInc | @ThingsExpo [#IoT]

According to several recent studies, consumers are still very much on the fence about the Internet of Things

By Sean Kirk

According to several recent studies, consumers are still very much on the fence about the Internet of Things. Before they’ll give IoT a thumbs up, these studies say, companies will need to earn their trust and offer more steak and less sizzle in their IoT offerings.

While visiting my sister’s family in the Midwest over Christmas, I encountered two IoT moments I found revealing. The first showed IoT’s darker side. While we were walking, my millennial generation niece received a GPS-triggered message on her iPhone from an establishment nearby. The promo was apparently innocuous (I didn’t pry), but it was clear it startled her a bit, and not in a good way. Perhaps she didn’t know geo-targeting technology existed. Maybe she was put off because she didn’t remember giving anyone permission to send place-based ads. Or maybe it was just lame. Whatever it was, I got the distinct impression she found it intrusive.

IoT7

Lack of awareness feeds consumer reluctance
Given the results of recent consumer studies, my niece’s response to this IoT event was not at all unusual. Many people remain lukewarm about IoT. Partly that’s because awareness is still quite low. In an October 2014 study involving 2000 consumers in the U.S., conducted by global marketing firm Affinnova, 87% had never heard the term (neither had my sister nor my niece, until I mentioned it).

However, the study, along with several others, shows that the more consumers learn about the enormous potential for IoT to improve their lives, the more likely they’ll be to buy. But in order for them to fully embrace IoT, this and other studies say, they’ll need help allaying their fears about this new hyper-connected age.

The Internet of “Things” stokes fears
In a KPMG survey on IoT from September 2014, nearly 60% of UK consumers resent that computers appear to be running their lives. And 70% believe that as appliances and devices become more and more connected, things could easily get out of hand. Wil Rockall, a director in KPMG’s Cyber Security practice, says “It is clear that consumers are struggling with a desire to use connected devices as a route towards an easier life, but they remain wary of the rise of the machine.”

Consumer uneasiness extends to security and privacy as well. They were top concerns for more than half of those partaking in the Affinnova study. Specific worries included hacking and having their data shared by third parties without their knowledge. It’s understandable that consumers are anxious about sharing intimate data. No one wants details about what they stock in their smart fridges or track with their wristbands being broadcast to the world (obsessive Twitter and Facebook TMI posters excepted, of course).

It’s a problem not to be taken lightly, because data is the primary fuel for IoT. No data, no dollars. Companies eager to monetize IoT will need to earn the trust of their customers if they want them to offer up data. That means better ways will have to be found to ensure data security and privacy. High profile hacks in the past year don’t inspire much confidence with Joe Public.

Thanks for sharing, here’s your reward
Yet, despite their reservations, consumers are receptive to the idea of sharing data with retailers and manufacturers — so long as they get something in return, according to an August 2014 study from the Acquity Group. Participants’ interest in sharing data jumped from just 9% with no incentives to 40% when they were offered inducements such as store coupons, discounts or relevant information.

Wanted: no gimmicks, more value
These studies point to one other key roadblock to consumer adoption of IoT: perceived value. For example, in the Affinnova study, 41% of respondents said they felt that the products and services they’ve seen thus far from IoT are “just gimmicky.” When you consider the phenomenon of programmable LED holiday lights, they have point.

On the other hand, when shown IoT product concepts that provided clear value, respondents reacted very positively. Among their favorites were smart refrigerators that let you view their contents remotely (so you know what to pick up on the way home from work), lawn and garden sprinkler systems that automatically adjust to changing weather conditions and smart bathroom scales that connect to diet and exercise apps. You can see all the product winners and losers from the study here.

Turning doubters into believers
The bottom line from all of these studies is that with careful attention to consumer doubts and the right level of education and awareness, consumers will naturally gravitate toward IoT. They’ll be drawn most to IoT offerings that help them save money, lead happier, healthier lives, use personalized data in more meaningful ways and safeguard their private data. No real surprises here, but worth taking to heart if you wish to cash in on IoT.

And while the studies I’ve mentioned are focused on consumers, it’s a safe bet to say that many of the same conclusions apply to business customers.

Later on during my visit with my sister’s family, I had my second IoT moment. I believe it illustrates how people are gradually discovering the benefits of IoT. It was just days before Christmas. The parking garage at a popular mall was jam-packed. But parking was a breeze. That’s because above each of the hundreds of parking spaces, hanging just below the ceiling, were two small lights. A green one for open, red for taken; we could tell at a glance exactly which spaces were available. We went straight for the first green light we saw without missing a beat. Nice.

IoT6

Sean Kirk

The post Easing Consumer Doubts About the Internet of Things appeared first on Recurring Revenue Blog | Aria Systems.

Read the original blog entry...

More Stories By Aria Blog

The Aria blog is the place for news, commentary and discussion on monetization, agile billing and IoT. We cover a variety of topics including forces of market disruption, the Monetization of IoT, billing best practices, trending news and what monetization will look like in the future. Our hope is that you’ll become better informed, be entertained and in turn share your thinking, ideas and comments.

@ThingsExpo Stories
SYS-CON Events announced today that Cloud Academy named "Bronze Sponsor" of 21st International Cloud Expo which will take place October 31 - November 2, 2017 at the Santa Clara Convention Center in Santa Clara, CA. Cloud Academy is the industry’s most innovative, vendor-neutral cloud technology training platform. Cloud Academy provides continuous learning solutions for individuals and enterprise teams for Amazon Web Services, Microsoft Azure, Google Cloud Platform, and the most popular cloud com...
We build IoT infrastructure products - when you have to integrate different devices, different systems and cloud you have to build an application to do that but we eliminate the need to build an application. Our products can integrate any device, any system, any cloud regardless of protocol," explained Peter Jung, Chief Product Officer at Pulzze Systems, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA
SYS-CON Events announced today that IBM has been named “Diamond Sponsor” of SYS-CON's 21st Cloud Expo, which will take place on October 31 through November 2nd 2017 at the Santa Clara Convention Center in Santa Clara, California.
In his session at Cloud Expo, Alan Winters, an entertainment executive/TV producer turned serial entrepreneur, presented a success story of an entrepreneur who has both suffered through and benefited from offshore development across multiple businesses: The smart choice, or how to select the right offshore development partner Warning signs, or how to minimize chances of making the wrong choice Collaboration, or how to establish the most effective work processes Budget control, or how to ma...
With major technology companies and startups seriously embracing Cloud strategies, now is the perfect time to attend 21st Cloud Expo October 31 - November 2, 2017, at the Santa Clara Convention Center, CA, and June 12-14, 2018, at the Javits Center in New York City, NY, and learn what is going on, contribute to the discussions, and ensure that your enterprise is on the right path to Digital Transformation.
SYS-CON Events announced today that CA Technologies has been named "Platinum Sponsor" of SYS-CON's 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CA Technologies helps customers succeed in a future where every business - from apparel to energy - is being rewritten by software. From planning to development to management to security, CA creates software that fuels transformation for companies in the applic...
Multiple data types are pouring into IoT deployments. Data is coming in small packages as well as enormous files and data streams of many sizes. Widespread use of mobile devices adds to the total. In this power panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists looked at the tools and environments that are being put to use in IoT deployments, as well as the team skills a modern enterprise IT shop needs to keep things running, get a handle on all this data, and deliver...
In his session at @ThingsExpo, Eric Lachapelle, CEO of the Professional Evaluation and Certification Board (PECB), provided an overview of various initiatives to certify the security of connected devices and future trends in ensuring public trust of IoT. Eric Lachapelle is the Chief Executive Officer of the Professional Evaluation and Certification Board (PECB), an international certification body. His role is to help companies and individuals to achieve professional, accredited and worldwide re...
Amazon started as an online bookseller 20 years ago. Since then, it has evolved into a technology juggernaut that has disrupted multiple markets and industries and touches many aspects of our lives. It is a relentless technology and business model innovator driving disruption throughout numerous ecosystems. Amazon’s AWS revenues alone are approaching $16B a year making it one of the largest IT companies in the world. With dominant offerings in Cloud, IoT, eCommerce, Big Data, AI, Digital Assista...
New competitors, disruptive technologies, and growing expectations are pushing every business to both adopt and deliver new digital services. This ‘Digital Transformation’ demands rapid delivery and continuous iteration of new competitive services via multiple channels, which in turn demands new service delivery techniques – including DevOps. In this power panel at @DevOpsSummit 20th Cloud Expo, moderated by DevOps Conference Co-Chair Andi Mann, panelists examined how DevOps helps to meet the de...
No hype cycles or predictions of zillions of things here. IoT is big. You get it. You know your business and have great ideas for a business transformation strategy. What comes next? Time to make it happen. In his session at @ThingsExpo, Jay Mason, Associate Partner at M&S Consulting, presented a step-by-step plan to develop your technology implementation strategy. He discussed the evaluation of communication standards and IoT messaging protocols, data analytics considerations, edge-to-cloud tec...
"When we talk about cloud without compromise what we're talking about is that when people think about 'I need the flexibility of the cloud' - it's the ability to create applications and run them in a cloud environment that's far more flexible,” explained Matthew Finnie, CTO of Interoute, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
IoT solutions exploit operational data generated by Internet-connected smart “things” for the purpose of gaining operational insight and producing “better outcomes” (for example, create new business models, eliminate unscheduled maintenance, etc.). The explosive proliferation of IoT solutions will result in an exponential growth in the volume of IoT data, precipitating significant Information Governance issues: who owns the IoT data, what are the rights/duties of IoT solutions adopters towards t...
With the introduction of IoT and Smart Living in every aspect of our lives, one question has become relevant: What are the security implications? To answer this, first we have to look and explore the security models of the technologies that IoT is founded upon. In his session at @ThingsExpo, Nevi Kaja, a Research Engineer at Ford Motor Company, discussed some of the security challenges of the IoT infrastructure and related how these aspects impact Smart Living. The material was delivered interac...
The Internet giants are fully embracing AI. All the services they offer to their customers are aimed at drawing a map of the world with the data they get. The AIs from these companies are used to build disruptive approaches that cannot be used by established enterprises, which are threatened by these disruptions. However, most leaders underestimate the effect this will have on their businesses. In his session at 21st Cloud Expo, Rene Buest, Director Market Research & Technology Evangelism at Ara...
When growing capacity and power in the data center, the architectural trade-offs between server scale-up vs. scale-out continue to be debated. Both approaches are valid: scale-out adds multiple, smaller servers running in a distributed computing model, while scale-up adds fewer, more powerful servers that are capable of running larger workloads. It’s worth noting that there are additional, unique advantages that scale-up architectures offer. One big advantage is large memory and compute capacity...
Artificial intelligence, machine learning, neural networks. We’re in the midst of a wave of excitement around AI such as hasn’t been seen for a few decades. But those previous periods of inflated expectations led to troughs of disappointment. Will this time be different? Most likely. Applications of AI such as predictive analytics are already decreasing costs and improving reliability of industrial machinery. Furthermore, the funding and research going into AI now comes from a wide range of com...
Internet of @ThingsExpo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devic...
SYS-CON Events announced today that Enzu will exhibit at SYS-CON's 21st Int\ernational Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Enzu’s mission is to be the leading provider of enterprise cloud solutions worldwide. Enzu enables online businesses to use its IT infrastructure to their competitive advantage. By offering a suite of proven hosting and management services, Enzu wants companies to focus on the core of their ...
SYS-CON Events announced today that GrapeUp, the leading provider of rapid product development at the speed of business, will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Grape Up is a software company, specialized in cloud native application development and professional services related to Cloud Foundry PaaS. With five expert teams that operate in various sectors of the market acr...