Mega Trend - “IoT”

The other mega trend that I must mention is definitely Internet of Things (IoT). In the digital world, devices can be connected over the internet thus perpetuating this new phenomenon. At the heart of IoT are sensors and wireless technologies. As these two core components become increasingly advanced, they pave way for the development of various ‘smart’ products and services. Business enterprises, on their part, can increase their business value based on IoT through the use of new approach in answering to consumers’ needs and offering new experiences.

            These days, so many marketers have already integrated IoT to their marketing campaigns so as to attract consumers’ attention, excite them, and boost brand recognition.

            Philips has now offered light bulbs that can be controlled from smart phones or tablets. In fact, users may even dim their light at night through advance setting. Philips’ light bulbs can even adjust the brightness in response to the movie tone on Netflix, the provider of online VDOs. This is to ensure that users can fully enjoy entertainment content. These smart bulbs indeed can serve new watching experiences. 

In attire industry, Ralph Lauren has designed athletic polo shirts that can measure the heartbeat rate of athletes. These shirts can also assess the amount of energy their wearers have used in each move. In France, developers of tennis and badminton equipment have even integrated sensors to their rackets. Tennis players thus are able to monitor the movement of the ball hit by their racket, analyze its spin speed, and check its trajectory. Such data can be compiled and analyzed to develop their techniques.

         LOréal, a famous cosmetics brand, meanwhile has come up with an interesting marketing campaign of My UV Patch”. This patch is a thin one-inch-wide hi-tech sticker. Users can attach the sticker to their body part to determine if their skin is exposed dangerously to sunlight. The color on the sticker will tell the level of exposure. LOréal has developed a dedicated smart-phone app to enable users to conveniently read the UV level on the patch too. Camera from the smart phone complements the app, which provides analyses and submit reports on UV exposure.

IoT has now been used to develop cities to create a pleasant-to-live-in society as well. For example, has relied on IoT in building smart home for the elderly. These homes, in the forms of houses or condos, focus on safety. If anything happens inside the home, other family members will be immediately alerted via smart phones or tablets. Also in place now are Smart Belly or the smart garbage-collection system. As the system can check garbage amount real-time, relevant officials can take actions more efficiently.

            Thailand is currently on its path towards the Digital Economy and Smart City Age. To create smart cities, the country will need to rely on IoT. Saensuk City is now transforming itself into a smart city, through collaboration with various agencies from both the government and private sectors. For its elderly residents, it has developed smart wristband to check their movement. Elderly people will be able to press an emergency button on the wristband to call for medical help from the Saensuk Municipality. The development is still ongoing as the municipality hopes to make sure the elderly residents’ health signals can be sent to hospitals too.

            In all, IoT is not just about technology. It has been raising the quality of life among people in communities and the society. IoT, therefore, is an important mega trend that marketers, government agencies and many more can apply to achieve differentiation, boost people’s quality of life, and deliver the “best” of services to everyone.


Source: Krungthep Turakij