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Reports of Internet of Things killing mobile ‘greatly exaggerated’ says Forrester

The Internet of Things is not going to replace the smart phone, but it will redefine how brands engage with people and push marketers to create experiences rather than manage products, according to a report on the technology by Forrester.

IoT – devices such as household appliances connected to the internet – will enable brands to deepen their relationships with consumers over the next five years, and smartphones will become more than the primary interface that remotely controls connected experiences, Forrester suggests.

Smartphones will be the main driver of more personalised experiences across devices, but their central role will start to disappear later in the transition to standalone IoT experiences, the research company reckons.

Forrester analyst Thomas Husson commented: “Reports of IoT killing mobile are greatly exaggerated, if not completely inaccurate. Instead, marketers need to define engagement scenarios where smartphones are the primary interface and remote control of connected experiences.”

The report found that building new experiences on top of connected products is the key for marketers, although most of these products — apart from Nest and new connected product startups, such as Netatmo, Parrot, and Withings — currently “deliver limited utility.”

“To deliver IoT-powered experiences, marketers will have to act on data, keep control of the customer relationship, move from products to experiences, and elevate privacy and security to a business imperative,” the report, titled The Internet of Things Redefines Brand Experience, reads.

Over the next 10 years, Forrester predicts that mobile moments “will still matter but will progressively become almost invisible.”

“Lights will turn on and your preferred music will play automatically based on your mood and context — forcing marketers to design blended ecosystem experiences and tell stories without even using a screen,” the report finds.

According to a survey Forrester conducted in the US, safety and security emerge as the preferred uses of IoT devices. People monitoring is considered the least useful application of the technology.

IoT data

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