One of the leading inhibitors of IoT adoption is, of course, cybersecurity. Most enterprises list this as their primary concern when considering IoT deployments, and they’re not wrong. The cybersecurity threat landscape continues to evolve at a rapid pace and IoT devices are a popular hacking target. Fish tank temperature gauges, printers, and other seemingly innocuous IoT devices have already seen their vulnerabilities exploited with unpleasant results. Security is a priority.
Added to this is the reality that IoT is an emerging technology – the organisation is still trying to establish how to get business value out of any potential IoT deployment. This is further impacted by weak value propositions from service providers as they are currently not speaking to a specific business or sector needs, vaguely pointing their IoT solutions in the direction of efficiencies and improved decision making. Service providers have yet to demonstrate that IoT will deliver value within their client’s specific environment. Organisations want and need tangible results that align to their business priorities.
Another issue that has impacted IoT, until recently, has been the high cost of connectivity. Particularly relevant within the South African space, connectivity has inhibited uptake and innovation. However, recent investments and deployments of low power wide area networks (LPWANs) have meant that IoT is poised to flourish. These LPWANs are optimised for low-cost IoT applications and are eroding the barriers that have slowed IoT adoption. Vodacom has shown strong leadership in this space, reporting 55,000 new IoT connections per month on its narrowband IoT network (NB-IoT) that are anchored on its LPWAN technologies.
Huawei and Microsoft are also heading the IoT charge in South Africa with their focused investment and solution development. Huawei has established an innovation and experience centre that’s designed to encourage technology development and capacity building in the ICT sector, and Microsoft Azure has been actively involved in the creation of IoT platforms that are open to local developers. The latter is focused on encouraging the development of new IoT applications and solutions within the local market and the company provides consulting and sales support to service providers around go-to-market strategies.
Most of the larger players in the IoT market are focusing on establishing IoT platforms that deliver end-to-end IoT solutions. These span device management, application development, integration and support, data management and analytics, security, go-to-market support, consulting and more. Dell EMC, AMD, and VMware have also created an open-access platform that allows for plug & play connectivity and the development of secure and scalable IoT solutions. There is a marked trend towards enabling development and innovation by providing service providers and vendors with the tools and access they need to enhance and drive the potential of IoT. The big guns are using these platforms and their deep enterprise IT experience to explore ways in which to differentiate themselves in the market. It’s worth noting, that this is the right time and opportunity for these vendors to use their unique vertical understanding and expertise to overcome one of the primary key inhibitors impacting on IoT uptake as a whole – sector relevance.
Ultimately, the IoT sector is starting to gain momentum as vendors, developers and service providers actively focus on the challenges that affect its adoption. IoT success depends on its ability to deliver business value and industry relevance while assuring organisations that it is secure enough to meet compliance mandates and internal protocols. IoT will ultimately flourish, but it still needs work.
Millennials turning 40: NOW will you stop targeting them?
It’s one of the most overused terms in youth marketing, and probably the most inaccurate, writes ARTHUR GOLDSTUCK
One of the most irritating buzzwords embraced by marketers in recent years is the term “millennial”. Most are clueless about its true meaning, and use it as a supposedly cool synonym for “young adults”. The flaw in this targeting – and the word “flaw” here is like calling the Grand Canyon a trench – is that it utterly ignores the meaning of the term. “Millennials” are formally defined as anyone born from 1980 to 2000, meaning they have typically come of age after the dawn of the millennium, or during the 21st century.
Think about that for a moment. Next year, the millennial will be formally defined as anyone aged from 20 to 40. So here you have an entire advertising, marketing and public relations industry hanging onto a cool definition, while in effect arguing that 40-year-olds are youths who want the same thing as newly-minted university graduates or job entrants.
When the communications industry discovers just how embarrassing its glib use of the term really is, it will no doubt pivot – millennial-speak for “changing your business model when it proves to be a disaster, but you still appear to be cool” – to the next big thing in generational theory.
That next big thing is currently Generation Z, or people born after the turn of the century. It’s very convenient to lump them all together and claim they have a different set of values and expectations to those who went before. Allegedly, they are engaged in a quest for experience, compared to millennials – the 19-year-olds and 39-olds alike – supposedly all on a quest for relevance.
In reality, all are part of Generation #, latching onto the latest hashtag trend that sweeps social media, desperate to go viral if they are producers of social content, desperate to have caught onto the trend before their peers.
The irony is that marketers’ quest for cutting edge target markets is, in reality, a hangover from the days when there was no such thing as generational theory, and marketing was all about clearly defined target markets. In the era of big data and mass personalization, that idea seems rather quaint.
Indeed, according to Grant Lapping, managing director of DataCore Media, it no longer matters who brands think their target market is.
“The reason for this is simple: with the technology and data digital marketers have access to today, we no longer need to limit our potential target audience to a set of personas or segments derived through customer research. While this type of customer segmentation was – and remains – important for engagements across traditional above-the-line engagements in mass media, digital marketing gives us the tools we need to target customers on a far more granular and personalised level.
“Where customer research gives us an indication of who the audience is, data can tell us exactly what they want and how they may behave.”
Netflix, he points out, is an example of a company that is changing its industry by avoiding audience segmentation, once the holy grail of entertainment.
In other words, it understands that 20-year-olds and 40-year-olds are very different – but so is everyone in between.
* Arthur Goldstuck is founder of World Wide Worx and editor-in-chief of Gadget.co.za. Follow him on Twitter and Instagram on @art2gee
Robots coming to IFA
Robotics is no longer about mechanical humanoids, but rather becoming an interface between man and machine. That is a key message being delivered at next month’s IFA consumer electronics expo in Berlin. An entire hall will be devoted to IFA Next, which will not only offer a look into the future, but also show what form it will take.
The concepts are as varied as the exhibitors themselves. However, there are similarities in the various products, some more human than others, in the fascinating ways in which they establish a link between fun, learning and programming. In many cases, they are aimed at children and young people.
The following will be among the exhibitors making Hall 26 a must-visit:
Leju Robotics (Stand 115) from China is featuring what we all imagine a robot to be. The bipedal Aelos 1s can walk, dance and play football. And in carrying out all these actions it responds to spoken commands. But it also challenges young researchers to apply their creativity in programming it and teaching it new actions. And conversely, it also imparts scholastic knowledge.
Cubroid (Stand 231, KIRIA) from Korea starts off by promoting an independent approach to the way it deals with tasks. Multi-functional cubes, glowing as they play music, or equipped with a tiny rotating motor, join together like Lego pieces. Configuration and programming are thus combined, providing a basic idea of what constitutes artificial intelligence.
Spain is represented by Ebotics (Stand 218). This company is presenting an entire portfolio of building components, including the “Mint” educational program. The modular system explains about modern construction, programming and the entire field of robotics.
Elematec Corporation (Stand 208) from Japan is presenting the two-armed SCARA, which is not intended to deal with any tasks, but in particular to assist people with their work.
Everybot (Stand 231, KIRIA) from Japan approaches the concept of robotics by introducing an autonomous floor-cleaning machine, similar to a robot vacuum cleaner.
And Segway (Stand 222) is using a number of products to explain the modern approach to battery-powered locomotion.
IFA will take place at the Berlin Exhibition Grounds (ExpoCenter City) from 6 to 11 September 2019. For more information, visit www.ifa-berlin.com