A tectonic technology shift is underway as the physical world becomes part of the web. Our real and virtual lives are merging, powered by smart net-connected chips and mobile devices. As the Internet of Things becomes a mainstream reality, this creates tremendous opportunities for brands: how they form direct, ongoing digital connections with customers, and how they make their business and marketing operations smarter by gaining real-time analytics about every product interaction.
Products are inherently more useful and desirable when they come packaged with personalised digital services to enhance the experience of buying, owning, using and sharing them. When a physical thing – from our clothes, groceries and medical devices to objects in our home and workplaces – becomes connected, programmable, trackable and interactive, and uses data to learn and improve over time, this profoundly changes how it works.