More and more brands have jumped on the IoT bandwagon. We have an excess of wearables—activity trackers, smartwatches, smart glasses and sneakers, and more—that track seemingly endless datapoints.
But here's the funny thing... Most consumers don't even know what IoT is, and unless there's a compelling and meaningful benefit from it, they don't really care. "Socks that monitor my foot landing? Maybe if I was an elite runner, but I'm not. So, why should I pay extra for this irrelevant feature?"
Creating more wearables that track data shouldn't be the aim of brands; delivering meaningful, tangible relevance to their users should be.
Enhance Personalization Capabilities and Experiences
We're in a period in which the IoT pendulum is still swinging. Initially, it swung toward "smart for smart's sake," and many brands remain in that corner. But many brands are also gradually opting for more strategic approaches. They're taking a breath and stepping back to examine both existing and potential IoT experiences, asking themselves whether their products lend real value.
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Where IoT Experience Transpires
I bought a connected scale at the Apple Store the other day. My expectations for this high-tech "body analyzer" were off the charts... but all the scale does is weigh me. The real activity and experience —wellness recommendations, diet plans, my home's indoor-air quality—happens in various apps it syncs with. The scale just gathers the data.
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Equilibrium With IoT Pendulum
Eventually, the pendulum will swing back in the other direction, and we'll reach an IoT equilibrium.
Consumers will expect devices they use and items they wear to be connected and add value to their lives. We'll expect scales to weigh us, assess our body fat, and sync with our mobile device for personalized recommendations. Connected devices will be just another touchpoint in our increasingly digital lives.
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