{"id":4635,"date":"2014-11-03T09:00:38","date_gmt":"2014-11-03T08:00:38","guid":{"rendered":"http:\/\/visionarymarketing.com\/en\/blog\/?p=4635"},"modified":"2022-07-26T12:23:19","modified_gmt":"2022-07-26T10:23:19","slug":"internet-of-things","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/en\/2014\/11\/03\/internet-of-things\/","title":{"rendered":"The *real* Internet of Things Isn’t The One You Think"},"content":{"rendered":"

The Internet of things is, in my honest to God opinion, a very weird topic. First and foremost, it’s as old a theme as the Internet itself. I first started to hear about connected fridges in 1996, even though it never quite happened<\/a>[1]<\/strong> and the subject has re-emerged a few times since then. At the same time, we are already confronted <\/em>with the Internet of things: who doesn’t have a Smartphone, a connected watch and\/or a heart sensor for their Sunday morning run? And lastly, the real Internet of Things might well end up being something entirely different. Who knows? That was exactly Doc Searls\u2019s point in Prague last Saturday, when the co-creator of the Cluetrain manifesto described his own vision of things to come.<\/em><\/p>\n

The *real* Internet of Things<\/h2>\n

\"Internet<\/p>\n

\u201cThe more we can experience owning our own lives, the more beneficial technology can be for us\u201d (Doc Searls)<\/p>\n

\"NewImage\"\u201cIt\u2019s a little like 1978\u201d Doc said: \u201cwe were then talking about personal computing and we were then offered several kinds of standards which we ended up not using. \u201cRight now we have a similar situation\u201d he went on: \u201cit\u2019s the Google of things, the Facebook of things, and Amazon and things etc. and amongst those, it\u2019s mostly Google\u2019s and Amazon\u2019s that are the most coherent\u201d.<\/p>\n

Yet, maybe our efforts are doomed to failure if all that can possibly be connected through the Internet Protocol is indeed connected and we haven\u2019t thought about the customer journey: \u201cEsteban Kolsky turned the buy cycle upside down\u201d Doc Searls went on. \u201cWe have all these things we own and they all have their identity. The way marketing sees it is that we buy all the time whereas we tend to own<\/em> more things than we buy<\/em>.
\n\"Internet<\/p>\n

Above: Esteban Kolsky\u2019s diagram taken from his blog<\/a>[2]<\/strong><\/em><\/p>\n

Ownership, experience are all of the essence, we are not just into buying, and a lot of experience is gained over time only, once we have grown used to things and have used them; even the very fact that we like products or not fluctuates over time.
\n\"NewImage\"
\nDoc took up on the work of Phil Windley<\/a>[3], who thinks we should look at the Internet of things in a very different way. \u201cAssume than when you buy a car, you are sold a cloud, a virtual space all your own on which you have all the service history\u201d. What we have here is a space in which you could have and include anything we want\u201d he said.<\/p>\n

\"NewImage\"<\/p>\n

Doc Searls<\/a> at the flipchat explaining Kolsky\u2019s reversed buy-cycle<\/em><\/p>\n

We see this space in the Internet of things where every single thing is also a touch point for a relationship between you and the company. \u201cThis is a first person technology\u201d Searls added. I\u2019m the one who owns this cloud, this camera etc.
\n\u201cThis isn\u2019t how people are seeing the Internet of things but this is how I can see how to reverse things\u201d he said.
\nEthan Katsch, the inventor of the field of Online Dispute Resolution challenged that idea: \u201cThe question is who owns that cloud? Who owns the data that\u2019s in the cloud?\u201d he asked.
\nDoc Searls responded that \u201cinside the automobile industry there are a lot of things happening\u201d and mostly, manufacturers aren\u2019t all sharing the same views.
\nFord for instance, \u201cwants to spy on you, have advertising space on the car-browser, on the dashboard. On the opposite, there is VW who say they \u2018don\u2019t want to be a data octopus and let\u2019s not make the same mistakes that the IT industry is making\u2019\u201d Doc went on. If we (the buyers) did take control of our buy cycle, this could be very good for our industry. And imagination is the limit he commented: \u201c[retailers like] Tesco with their loyalty card only have limited information (what you bought but not the person behind the purchase: you see the shadow of the person). It\u2019s a wide-open field\u201d.
\n\u201cThe more we can experience owning our own lives\u201d, \u201cDoc said, the more beneficial technology can be for us\u201d.<\/p>\n

_______________footnotes<\/em>
\n<\/a>[1] Barring a few R&D examples which keep cropping now and often like http:\/\/group.electrolux.com\/en\/a-refrigerator-that-thinks-intelligent-refrigerator-will-simplify-homes-4349\/<\/a>
\n<\/a>[2] http:\/\/blogs.law.harvard.edu\/vrm\/tag\/esteban-kolsky\/<\/a>
\n<\/a>[3] ttps:\/\/twitter.com\/windley<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

The Internet of things is, in my honest to God opinion, a very weird topic. First and foremost, it’s as old a theme as the Internet itself. I first started to hear about connected fridges in 1996, even though it never quite happened[1] and the subject has re-emerged a few times since then. At the …<\/p>\n","protected":false},"author":2,"featured_media":70763,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5065],"tags":[],"class_list":["post-4635","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-economy"],"yoast_head":"\nInternet of things: The *real* IOT Isn't The One You Think<\/title>\n<meta name=\"description\" content=\"The Internet of things is one of the most talked about subjects these days. 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