Despite years of connected product end-caps featured at Lowe’s and Home Depot, we are constantly surprised by the general lack of awareness about connected products, even among Arrayent partners and prospective customers. The good news is that times are changing.
Last year Target went beyond the end cap to launch the Target Open House, an Apple Store-like experience that walks consumers though hero moment use cases room by room, and hands-on tables to touch and feel the product and app. These connected products are visually appealing and have instant recognition with early-adopters, but it’s when they can be experienced real-time that users see their value. The more products available on the market, the greater awareness and, ultimately, acquisitiveness.
Amazon’s debut Super Bowl ad starred Alec Baldwin and Dan Marino to promote the Amazon Echo’s (powered by Amazon’s Alexa voice services) home automation features; a $5 million investment for the 30 second spot. We expect insurance companies and MSOs (e.g. Comcast Xfinity) to contribute their voices to add to general consumer awareness of connected product hero moments.
While consumer demand will take care of a lot of awareness, it will also be up to smart manufacturers to anticipate and deliver on innovative ways to reach users in a way that makes them take note of the Internet of Things.