Should every consumer product be
able to communicate with a smartphone?
It started with home appliances,
but this year has seen the idea of “smart” consumer products extend to soccer
balls and liquor bottles as the technology evolves and promises more seamless
engagement opportunities for product marketers than was previously available.
As the Internet of Things gains
steam, marketers are increasingly looking to integrate mobile directly into
their products or onto to their packaging in ways that are more direct than QR
codes and provide more value. The examples are just beginning to accumulate, from
the Adidas MiCoach smart soccer ball whose embedded sensor interacts with a
mobile application to help train athletes to Remy Martin’s use of NFC chips on
its bottles to make it easy for consumers to know the product is authentic.
“The potential of mobile enabled
products and packaging is enormous - the days of running out of milk will soon
be over as our refrigerators will soon be able to inventory and order - and it
will be interesting to see which technology standards prove most useful,” said
Nicholas Einstein, principal analyst at The Relevancy Group,
http://www.relevancygroup.com/
“NFC chip technology has proven
extremely useful for early adopters and seems to be most appropriate for the
requirements of today’s mobile marketer,” he said. “Smart sensor technology is
advancing at such a rapid pace that breakthroughs are to expected, and smart
marketers will be allocating resources towards smart sensors in 2015 and
beyond.
“We see 2015 as the year for early
adopters and don’t expect a deluge of mobile enabled products and packaging to
hit the market in 2015. As marketers test and learn, and the technology
continues to develop, the deluge will come. 2016 will be a huge year for mobile
enabled products and packaging, and going into 2017 we will see the deluge as
the strategies and tactics mature, and business value is quantified.”
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