McKinsey stima che da qui al 2025 il mercato globale dell’Internet of Things potrebbe valere dai 3.900 agli 11.100 miliardi di dollari all’anno. Nella migliore delle ipotesi, si parla dell’11% dell’intera economia mondiale. Ma per arrivare a questa migliore ipotesi occorre costruire contesti, tecnologie e modelli di business che, al di là dell’entusiasmo e delle aspettative con cui ora si guarda al fenomeno, lo trasformino in una solida realtà.
Google’s modular Project Ara smartphone is set to revolutionize the smartphone business, shedding antiquated models of obsolescence in which old phones are discarded and replaced with a new model of continuous upgrades, in which only old parts are replaced piecemeal.
No longer the realm of coffee shops and homes, Wi-Fi spans entire neighborhoods. Trains, planes and automobiles are Wi-Fi equipped. Cruise ships have Wi-Fi. Comcast has even made every customer’s router into a public Wi-Fi hotspot.
That’s good news if you’re a cell phone user. The more you email, watch Netflix, stream Pandora and surf Facebook over Wi-Fi,the fewer gigabytes you have to buy from your cell phone company. Plus, calls and texts are now able to be sent over Wi-Fi too.
So what do you need your cell phone company for?
A new generation of hotspots lets you seamlessly switch between Wi-Fi and 4G-LTE service, and they offer improved encryption. But Wi-Fi’s security issues likely won’t be resolved by 2016, Macquarie predicts.
Still, the clock is ticking for 4G.
4G’s limitations are inherent in the technology that makes it work: Airwaves are limited, and you can only cram so much data into one MHz of spectrum.
That’s why the two biggest carriers — AT&T and Verizon — place data caps on their customers. Only about one-third of U.S. cable customers have an idea of how much data they’re downloading each month on their home Wi-Fi networks, but two-thirds of wireless customers track their usage, according to Macquarie.
Verizon, for example, could be offloading as much as a quarter of its mobile data traffic onto Wi-Fi networks by 2018, Macquarie predicts, costing the company nearly $1.4 billion a year in lost revenue.
Verizon could recoup those lost sales by partnering with cable companies like Comcast. Verizon could sell Comcast its wireless airwaves, providing Comcast with a 4G “quad-play” option.
That’s why wireless carriers will likely be jockeying for position to partner with cable companies, particularly Comcast. With Sprint’s sub-par 4G network, AT&T’s ties to U-Verse, and Verizon’s FiOS and congestion issues, T-Mobile is the likeliest wireless company to win over Big Cable, Macquarie predicts
While early adopters are now experimenting with creative ways to leverage IoT as a conduit for deeper audience engagement, IoT hasn’t reached critical mass yet; IoT discussions still live inside the walls of “digital innovation” and “new product development.”
At the crux of IoT discussions for digital media is a rather simple, yet entirely disruptive concept — that individual physical products can become their own media platform for brands. In other words, a connectable product (anything from a bicycle to a soda can that consumers can engage with via their smartphones) can act as its own media channel — operating alongside TV, mobile, magazines and other media channels — and tapping into consumer behavior to create an entirely new form of CRM through physical objects. This concept — products as interactive media — has vast implications for the media landscape.
As products become connected, the game changes completely for brands, shifting marketers’ strategy from the traditional push model to a more intelligent pull model. A connected product provides a brand with a direct, real-time interface and interaction point with the consumer. Instead of pushing content toward consumers at the best guesstimated time to catch their attention, brands can engage with consumers who are proactively opting in to receive content when they most need it and when they are most engaged with the brand’s product.
Data is the key to enriching the consumer’s experience
Marketing executives are just beginning to open their eyes to the limitless marketing opportunities enabled by IoT. There is still a world of innovation before us, and if the industry can embrace the disruptive idea that products can serve as their own digital media channels, we’re off to a great start.
I principali operatori tlc europei si stanno preparando per la competizione nella nuova frontiera del settore, ovvero la connessione di auto, abitazioni, utenze e altri dispositivi, oltre agli smartphone e gli altri dispositivi wireless.
Come scrive il Wall Street Journal, per anni AT&T e la rivale Verizon Wireless di Verizon Communications hanno guidato il cambiamento degli operatori delle telecomunicazioni statunitensi, e hanno visto la nicchia dell’internet delle cose, come il monitoraggio degli ordini, espandersi in business globali. Dopo aver visto la propria rendita principale delle telecomunicazioni superata dal business “machine-to-machine”, e i flussi di reddito tradizionale contratti da condizioni di mercato difficili, le compagnie europee di telecomunicazioni stanno considerando l’internet delle cose in quanto fonte primaria per nuove entrate.
“Siamo una delle poche aree dell’economia che cresce,” afferma Surya Mendonça, il responsabile globale per il mercato internet delle cose di Teléfonica.
Lo sviluppo delle automobili connesse è uno dei settori più attivi, sia per la competizione tra le compagnie di telecomunicazione stesse che per la competizione con i giganti della tecnologia.
Le case intelligenti sono un altro terreno di scontro.
Gli operatori delle telecomunicazioni stanno anche guardando alle utilities, sperando di capitalizzare sul mercato non appena le disposizioni vigenti in materia di energia si irrigidiranno.
The service, which began as a trial in stores in the San Diego area, was marketed toward “startups, entrepreneurs and small business owners.” UPS announced it would use a high-accuracy 3D printer from Stratasys.