Article | March 5, 2020
This post will cover various important sensors that are possibilities for an IoT deployment. Sensors are the backbone of any IoT deployment. They gather information and provide software with sensory information it needs to achieve its full potential. In addition, this post will go over considerations and decision-making for selecting sensors in an IoT deployment. Often times, a single sensor is not the best implementation, a suite of sensors can gather more data and even affect behavior for other sensors. In many cases, more than one sensor is necessary to perform the IoT deployment’s function. Sensors are just as critical to every IoT application as the internet. Imagine Alexa or Google Home without a microphone: it wouldn’t work. People wouldn’t be able to interact with the device, or it would need some other kind of sensor such as a keyboard to obtain input from a user.
Article | March 5, 2020
Manufacturing industry or the Industrial Internet of Things has been one of the driving verticals for development of 5G technologies. Wide 5G deployement for Industrial IoT has long been in the pipeline but we might expect it to be a reality very soon.
The true success of 5G depends on the verticals as trends suggest that that Industrial IoT alone will triple the number of needed base stations globally. And many verticals will need efficient wireless connectivity to become successful. 5G has features that are specifically designed to address the needs of vertical sectors, such as network slicing and URLLC. The ultra-reliable low latency communications and massive machine type communications required by the IIoT will soon be realized.
Table of Contents:
How Will 5G Impact Industrial IoT?
5G Accelerations for IIoT
How Will 5G Benefit Industrial IoT?
IoT is a B2B application and users just want to get actionable data from their sensors and not worry about whether it’s old data or unreliable data. I think 5G changes this dynamic significantly over the long term by standardizing and simplifying the experience and interactions, and possibly engaging more of the industry to help solve IoT’s problems but also improve the total experience.
- Anshel Sag, analyst at Moor Insights & Strategy
• Data-Transfer Speeds
Any IoT is said to be commercially successful depending on how fast it can set up communications with other IoT devices, software based websites or applications, phones, and tablets. 5G promises exactly all of this with significant increase in transfer speeds.
5G is 10x faster than its LTE counterparts and allows IoT devices to communicate and share data faster than ever. All IoT devices will benefit from the faster speed of 5G with reduced lag and improved sending and receiving of data and notifications between connected devices.
• Greater Network Reliability
5G networks also offer more reliable and stable connection which is extremely important for any IoT including devices like locks, security cameras and monitoring systems that depend on real-time updates.
With reliable connectivity consumers will be the greater beneficiary.
It is however, imperative for manufactures to trust and invest in 5G compatible devices to reap the benefits of high-speed connectivity, very low latency, and a greater coverage that will arrive with the next generation network.
READ MORE:How Will the Emergence of 5G Affect Federated Learning?
5G Accelerations for IIoT
• Diversity in Industrial IoT
The opportunities that industrial IoT bring with is varied and its used cases span the spectrum from indoor to outdoor, less demanding to mission-critical, data rate from dozens of bps to gbps, device motion from fixed to mobility, and power source from button battery to high voltage.
Predictive maintenance, smart metering, asset tracking, and fleet management are some of the commonly known opportunities for IIoT, which be extended further by 5G through continued diversity and expansion.
• 5G Inspires Untapped Frontiers
Industrial IoT application areas such as mobile robot control in production automation and autonomous vehicles in open pit mining require wide mobility, low latency and mission-critical reliability. They rely on wireless access at 50ms to 1ms latency and service reliability from 5 nines to 6 nines.
Though 4G/LTE has attempted to address these areas of IIoT application it has failed due to unsatisfactory performance. With ultra-reliable and low latency connection, 5G will take industrial IoT to unconquered spaces.
• Managing the Enterprise 5G Network
Typically, enterprise IT is responding to the business demand from Operational Technology (OT) and mandates security, integration, visibility, control, and compatibility. In this scenario, 5G is not about “what,” but about “how”. IT needs to consider the right approach to bring 5G to the enterprise and decide whether to co-manage with the service provider (SP) or self-manage. The experience of IT in managing Industrial Ethernet and Wi-Fi may not hold when it comes to 5G. IT will likely require OT’s partnership to address complexity, security, integration, and other new challenges that 5G presents.
The potential for industrial 5G huge as it enables whole new business models.
Industrial IoT has a core requirement of the ability to connect sensors, devices, software applications, production process, workers and consumers. The connectivity requires to be seamless vertical and horizontal integrations of all layers of automation pyramids that increases operational efficiency of the plant floor and the supply chain by optimal use of data, information and analytics. This can be improved by five key elements:
• Improved Connectivity
• Low Latency
Industrial 5G will impact these areas of the manufacturing industry to guide the success of Industrial IoT.
Industrial 5G will play a key role in helping industrial users achieve the goals of Industrial IoT. 5G offers wireless communications services with reduced latency, increased connection density, and improved flexibility compared to the current 4G generation. 5G technology has a theoretical downlink peak speed of 20 Gbps (gigabits per second), which is about 20 times faster than the current generation.
The key is to start building IoT devices with broadly adopted operating systems, built-in security all the way down to the silicon, verifiable and updatable firmware, and mainstream application development tooling.
- Anshel Sag, analyst at Moor Insights & Strategy
The push and pull in achieving 5G success in IoT will be there until technology providers and end users work together to set up a consensus on standardization. The success will also depend on best-of-breed approach allowing the introduction of new technology over the lifecycle. Software and system integration will also be important attributes to a successful 5G deployment.
READ MORE:How Will IoT Revolutionize Pharmaceutical Manufacturing?
Article | March 5, 2020
IoT protocol stack features have been specified by 3GPP, an engineering organisation that brings national Standards Development Organisations (SDOs) from around the globe to develop technical specifications for the 3rd generation of mobile, cellular telecommunications, UMTS. IoT devices have to interact with different network configurations worldwide. It is therefore important to ensure that these features are working well in all sorts of configurations, configured by different network operators. To address this challenge, digital identity and security provider Gemalto (a Thales company) and Rohde & Schwarz have teamed up to significantly reducing expensive and time-consuming drive tests of IoT devices.
Article | March 5, 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.
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.
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. Each business needs to identify its customer requirements and strategize accordingly.
"name": "What is the IoT strategy?",
"text": "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."
"name": "How does IoT affect the marketing industry?",
"text": "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."
"name": "What is the best internet of things marketing strategy?",
"text": "There is no one IoT marketing strategy that fits all businesses. Each business needs to identify its customer requirements and strategize accordingly."