How IoT Improves Hospitality

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Internet of Things has varied applications and use cases. Hotels can use this technology to provide integrated services like tablet controlled devices and automatic triggers like room curtains opening when guests walk in. IoT can be used to enhance in-room experiences and also to create interactive features at common areas.

Spotlight

Traxxeo S.A.

TRAXXEO is an enterprise-level IoT platform designed for the construction and maintenance sector. It uses several metrics to collect and analyze data coming from various objects and sensors to centralize work-site communications in a paperless manner. TRAXXEO is designed to assist larger international groups (e.g., ENGIE, VEOLIA, EIFFAGE) with their digital transitions.

OTHER ARTICLES

IoT as a Service: Lowering the Cost Barrier of IoT for Small and Mid-Sized Businesses

Article | March 18, 2020

There are already 20 billion IoT-connected devices, and 8 billion of those are devices used by enterprises, according to a report by Gartner. The impact of the Internet of Things market is potentially $11 trillion by 2025. The investment in IoT has come primarily from large businesses, but the technology is increasingly available via ‘as-a-service’, making it possible for businesses of all sizes to benefit. The ‘as-a-service’ model reduces the cost of ownership and capital expenditures and makes it easy for small businesses to investigate IoT with smaller up-font investments and less risk. Frank Della Rosa, research director at IDC, said that “Software as a Service (SaaS) continues to be the most highly deployed cloud segment, representing a commanding 62.4% of the total cloud market revenues.”

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How to Leverage IoT to Protect Your Workers

Article | March 18, 2020

Workers in construction, agriculture and manufacturing are reported to have the highest incident rates, according to the 2018 research of the US Bureau of Labor Statistics. Medical expenses for work-related injuries are scoring millions of dollars each year. In recent years, businesses have increasingly opted for industrial IoT solutions that offer advanced monitoring capabilities designed to predict and prevent incidents. In many situations, smart monitoring can save lives in the event of equipment misuse or failure, inefficient safety regulations and health-threatening sites.

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5G vs. Wi-Fi 6: How Two Wireless Technologies are Revolutionizing the Internet of Things

Article | March 18, 2020

The year 2020 was supposed to be a breakthrough year for many technologies but, most businesses have now been forced back into building an infrastructure to transit their workforce to work remotely and ensure continuity of workflow. Nevertheless, an unprecedented set of events have pushed several industries to accelerate the adoption of technologies as they continue to work from home. 5G and Wi-Fi 6 are two tech advancements that have been turning eyes around the world since their introduction. The two wireless technologies are well on their way to revolutionize the Internet of Things as businesses move fast towards digitization and the world is excited. Table of Contents: - Wi-Fi 6: A Breakthrough in Wireless Technology - 5G: For a Better Connected World - How are Wi-Fi 6 and 5G Transforming the IoT? - 5G and Wi-Fi 6: Rivals or Allies? Wi-Fi 6: A Breakthrough in Wireless Technology The next-generation Wi-Fi with boosted speed was introduced last year to meet the demand for faster internet amongst the rising internet users. But, Wi-Fi 6 is simply more than a tweak in the speed. Technically called 802.11ax, Wi-Fi 6 is the advancement in the wireless standard doing the same basic things but with greater efficiency in the device-dense areas, and offering much greater bandwidth than its predecessor 802.11ac or Wi-Fi 5. Wi-Fi 6 promises a speed up to 9.6 Gbps up four times than that of Wi-Fi 5 (3.5Gbps). In reality, this is just a theoretical maximum that one is not expected to reach. Even still, the 9.6Gbps is higher speed and doesn’t have to go to a single device but split up across a network of devices. A new technology in Wi-Fi 6 called the Target Wake Time (TWT) lets routers set check-in times with devices, allowing communications between the router and the devices. The TWT also reduces the time required to keep the antennas powered to search for signals, which in turn also improves battery life. Wi-Fi 6 also comes with a new security protocol called WPA3, making it difficult to hack the device passwords by simple guesswork. In short, Wi-Fi 6 means better speeds with optimized battery lives, and improved security. 5G: For a Better Connected World 5G is the next in line to replace 4G LTE. While Wi-Fi covers small scale internet requirements, cellular networks like 5G are here to connect everyone and everything virtually on a larger scale. The technology is based on the Orthogonal frequency-division Multiplexing (OFDM) that reduces interference by modulating a digital signal across several channels. Ability to operate in both lower bands (like sub-6 GHz) and mmWave (24 GHz and above), 5G promises increased network capacity, low latency and multi-Gbps throughput. 5G also uses the new 5G NR air interface to optimize OFDM to deliver not just better user experience but also a wider one extending to many industries, and mission-critical service areas. The 5G technology, in a nutshell, has brought with it ultra-high speeds, increased and scalable network capacity, and very low latency. How are Wi-Fi 6 and 5G Transforming the IoT? 5G and Wi-Fi 6 will fill up the speed gaps that our existing networks are not able to especially, in crowded homes or congested urban areas. It's not just about the speed. The two wireless technologies will increase network capacity and improve signal strengths. On the business front, 5G and Wi-Fi 6 are both living up to the hype they created since their introduction. Wi-Fi 6 has emerged, as the enabler of converged IoT at the edge. It has put IT into OT applications, connected devices and processed data from devices such as IP security cameras, LED lighting, and digital signage with touch screen or voice command. Wi-Fi 6 can now be used in office buildings for intelligent building management systems, occupancy sensors, access control (smart locks), smart parking, and fire detection and evacuation. It’s (Wi-Fi 6) built for IoT. It will connect many, many more people to mobile devices, household appliances, or public utilities, such as the power grid and traffic lights. The transfer rates with Wi-Fi 6 are expected to improve anywhere from four times to 10 times current speeds, with a lower power draw, i.e. while using less electricity. - Tom Soderstrom, IT Chief Technology and Innovation Officer at NASA’s Jet Propulsion Laboratory (JPL) Similarly, 5G will open doors for more devices and data. It will increase the adoption of edge computing for faster data processing close to the point of action. The hype around 5G is because of the three key attributes it comes with: enhanced mobile broadband (eMBB), ultra-reliable low-latency (uRLLC), and massive IoT device connectivity (mMTC). But there is the fourth attribute that sets it apart from its predecessor: use of a spectrum that operates at the low-end frequency range (typically 600 MHz). Called as ‘low-band 5G’, it delivers high speeds with signals that go for miles without propagation losses and ability to penetrate obstacles. The 5G operates in the new millimetre-wave bands (24 to 86 GHz) delivering more capacity to enable many low-power IoT connections. If we were to point down the benefits, these two wireless technologies are bringing to the Internet of Things those would be: Increased Human-Device Interactions Increased Data and Devices More IoT investments Advancing to the Edge Acceleration towards Industrial IoT Enhanced use of IoT devices Better VUI 5G and Wi-Fi 6: Rivals or Allies? In February, Cisco estimated that by 2023 M2M communications will contribute to 50% or about 14.7 billion of all networked connections. Cisco’s Annual Internet Report reveals that 5G will enable new IoT applications with greater bandwidth and lower latencies and will accelerate innovations at scale. The same report estimates that 10.6% of global mobile connections in 2023 will be 5G, while Wi-Fi 6 hotspots will be 11.6% of all public Wi-Fi hotspots growing 13 times from 2020 through 2023. Wi-Fi6 will serve as a necessary complement to 5G. A significant portion of cellular traffic is offloaded to Wi-Fi networks to prevent congestion and degraded performance of cellular networks (due to demand). - Thomas Barnett, Director of Thought Leadership, Cisco Systems The two technologies are here to feed different data-hungry areas with gigabit speeds. With lower deployment costs, Wi-Fi 6 will be dominating the home and business environments where access points need to serve more users covering devices like smartphones, tablets, PCs, printers, TV sets, and streaming devices. With an unlicensed spectrum, the performance of Wi-Fi 6 depends on the number of users, that are using the network at the same time. 5G, with its longer range, will deliver mobile connections and accelerate smart city deployments and manufacturing operations. Like LTE, 5G speeds will depend upon users’ proximity to base stations and the number of people using that network. The performance of the two depends largely on the area where they are being deployed. For instance, Wi-Fi can very well handle machine-to-machine communications in a managed manufacturing unit, whereas 5G can enhance campus-wide manufacturing operations efficiently. Businesses will have a decision to make which among the two wireless networks fulfils their data appetite. In conclusion, the two wireless technologies continue to develop in parallel and causing the next big wave in the Internet of Things.

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How to Refine Your Market Strategy with IoT

Article | March 18, 2020

If you’re struggling with creating a value proposition in volatile markets, you’re not alone. According to Neil Patel, 40% of marketers struggle to acquire leads by traditional marketing methods. As competition grows in each industry, even fairly monopolistic markets like tech are seeing rising competition in all areas. To combat market uncertainty, as well as stand out amongst your competitors, you need a market strategy that not only offers a direction but actively targets your goals. A market strategy is your go-to plan when things get rough and it is a map for when the waters are calm. Moreover, marketers with a documented strategy are 313% more likely to report success. We’re sure you already have a market strategy that is just right for you. But have you considered if it can be refined further? Thanks to emerging technologies like IoT, we now have access to the most mundane customer decisions that are taken on a day-to-day basis. This data is your ticket to a better market strategy without having to spend a bomb. This is how you can refine your market strategy with the help of IoT. Data-driven Decisions The Internet of Things has offered us insurmountable amounts of consumer data. A caffeine brand can now access information such as what time consumers have coffee, whether it is at home or office, what flavors they prefer, how much they’re willing to spend on coffee, and what other alternatives they consume. This kind of data, collected on an IoT device such as a coffee machine, is instrumental in making marketing decisions. If you know that your consumer prefers to have coffee at work in peace rather than in a rush at home, you can target offices in the area with your product rather than targeting individual consumers. IoT offers you the right information to make the right decisions. But you can also leverage this data to drive your market strategy. In the above example, the marketing team can account for campaigns geared towards workplaces based on the available data in the budget. Data-driven strategies prove to be more effective than otherwise, and as marketers, you must absolutely leverage any IoT data that may be relevant. Respect your Customers While IoT offers marketers a truly astounding amount of data, not all users are aware of what data is being tracked. This raises concerns for privacy and security among the users. Even though most of the users waive their rights to withhold the information when signing into an app or wearables software, they are not always comfortable sharing certain data. As marketers, it is important to keep your practices ethical and legal. Using consumer data may be completely legal, but it is best not to offend your customers by overt use of data that they aren’t comfortable sharing. Make sure that the usage of data in marketing campaigns and strategy is limited to what data has been consciously shared by your consumers. This will bolster your goodwill, as well as make your customers trust your brand. Offer Valuable Solutions With the advent of Big Data and AI technologies, the internet of things is turning over a new leaf. As there is a vast amount of data that can be processed fast with AI, marketers can now target individuals rather than households or groups. With precise data available over consumer decisions and actions, it is possible to know if there are any unlikely customers that you have been ignoring so far. IoT allows you to not only target these customers but also solve their problems. If we continue the caffeine example, the connected coffee machine can tell you when the coffee is about to be over, this can send you reminders to buy coffee, or in case of further automation, place an order on Amazon on your behalf. These solutions can be now hyper-personalized to suit individual needs through IoT. IoT Based Campaigns Your market strategy will have to account for campaigns throughout the year, but if you’ve noticed closely, the only marketing campaigns that gain significant traction are the ones that have a ‘wow factor’. A lot of marketers mistake the wow factor to be a subjective preference that customers have but it couldn’t be further from the truth. The wow factor is simply the effect produced when a business goes above and beyond to meet customer needs. IoT offers us the resources required to manufacture the wow factor in every single campaign. A great example of this phenomenon is beacon marketing. Beacon marketing is considerably new in the marketing industry and uses Bluetooth technology to transmit information to nearby mobile devices. It is heavily used in retail across the globe and giants like Target and Walmart are already using the technology to market its services. Walmart places beacons in its lights across its stores and sends offers to its customers based on their location. It not only personalizes the shopping experience, but also saves a large amount of electricity bill for its stores. Target Existing Customers Many times, in a bid to appease new customers, marketers often forget about their existing customers. Your existing customers already know you, have tried your product or service, and are clearly interested in the product. A good product or service is often enough to keep the customers returning, but with the current levels of competition, customers often find themselves wondering if they should try new things. As a marketer, all you need to do is deter your existing customers from straying. You can do this by either providing an unparalleled service, which is quite unlikely in today’s market, or you give them a reason to stay. Thankfully, targeting existing customers is much easier than targeting new ones. You already have their data over their preferences and habits. If you know that a certain firm updates their applications every second quarter, you can send them offers just before the second quarter starts and remain fresh in their memories when they decide to make the decision. Allergy medication Zyrtec leveraged IoT when targeting their existing customers with a voice-enable application. Its users could just ask the application about the daily allergens and pollutants in their area so they could prepare ahead. The app offered a powerful solution to its users while making great use of its brand image and retaining almost all of their existing customers. Leverage New Technologies We have already discussed several complementary technologies to IoT that can help you make the most out of your market strategy. AI and Big Data are some of the strongest allies for IoT that can help change the norms across industries. But even limited technologies like voice-enabled applications, QR scanners, beacons and so can open up a lot of opportunities for marketers. Consider adopting some of these technologies such as geofencing which are inexpensive and effective at the same time. Burger King is a great example of using geofencing for marketing. Geofencing is a technology wherein you can transmit messages or information to mobile devices within a certain area. Burger King set up their geofences across all McDonalds in the UK and as soon as anyone entered within a 500 m radius of a McDonald’s outlet, they received Burger King coupons and directions to the nearest store. Case Studies There are a lot of examples of IoT being used to enhance strategies or campaigns. Some of these examples are given below. Diageo, a whisky brand in Brazil innovatively used IoT to run a father’s day campaign. They encouraged men to buy whisky for their fathers and placed a QR code on their bottles. Once the bottle was received, the fathers could scan the code which would play a personalized father’s day message by their sons. This concept was so loved by people in Brazil that Diageo saw a 72% sales uplift in the two weeks leading up to Father’s Day. South East Water, CRM leveraged IoT by building an end-to-end IoT ecosystem powered by IBM’s Maximo. This helped them roll out an app that offered near real-time insights into customer requirements for over 80 engineering teams. This alone helped them ensure higher customer satisfaction and accelerated access to critical reports by 99 percent! Uber and Spotify rolled out an IoT campaign together wherein you could access your Spotify playlists through the Uber app and once you were in an Uber, you could play whatever you liked through the app and it would play on the car’s speakers. This increased customer satisfaction for both Uber and Spotify users. There are several examples of using IoT in marketing campaigns, and there is never a dearth of ideas. However, in order to appeal to your unique customer base, you need to innovate your product with IoT. Frequently Asked Questions What is the IoT strategy? IoT Strategy refers to an organization’s strategy to inculcate IoT in their business, whether as a marketing tool or as an integral part of the process. How does IoT affect the marketing industry? IoT offers a lot of insights and resources to marketers which helps them target their customers better and optimizes any marketing efforts, thereby effectively obliterating traditional marketing practices. What is the best internet of things marketing strategy? There is no one IoT marketing strategy that fits all businesses. 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Spotlight

Traxxeo S.A.

TRAXXEO is an enterprise-level IoT platform designed for the construction and maintenance sector. It uses several metrics to collect and analyze data coming from various objects and sensors to centralize work-site communications in a paperless manner. TRAXXEO is designed to assist larger international groups (e.g., ENGIE, VEOLIA, EIFFAGE) with their digital transitions.

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