Brands must demonstrate everyday value with connected products

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Manufacturers are scrambling to understand “where to draw the line” when it comes to what kinds of new functionality to enable with IoT. In this article from 1to1 Media, Arrayent CEO Cyril Brignone explains the approaches that brands must take to navigate the decisions around IoT use cases.

Products will resonate with consumers if they demonstrate everyday value, whereas customers may pull away if the new products add more complexity or annoying steps to their life.  Peace of mind (is my house safe?  Is my garage door closed?) and the automation of routine tasks (turn off lights and furnace/AC when I leave the house) will win, but extra steps (scanning bar codes on all items going into fridge) will turn the customer off.

IoT will usher in a new era where brands will truly have a connected relationship with their customers, but Cyril explains that it will take effort to adopt the required changes for brands to adopt this new business model:

Brands, first and foremost, must become acquainted with their customer base. Many major brands admit that they have no idea who their customers are, as companies regularly only engage in conversation with consumers at the time of purchase. It’s this knowledge and familiarity, however, which will perpetuate future success, for companies cannot survive by introducing sub-par products in today’s competitive, fast-paced market. Connected products have the power to strengthen brand relationships, but failed attempts may trigger the opposite effect.

Arrayent has over 8 years of experience working with major brands and can provide guidance to manufacturers who are entering the world of connected product design.  We even have an IoT Business Transformation Workshop to help brands who wish to learn from our experience. Follow our contact links and request more info.