<abstract xmlns="http://www.w3.org/1999/xhtml">

<p> Up to now, IoT device adoption is happening mainly in the niche segments of technologically sophisticated upscale consumers and technology-focused DIYers. To reach a broader range of users, marketers must do a better job of understanding and offering the inherent value of smart products. Current marketing approaches are fragmented and tend to focus on individual products and single use cases. They may actually be underselling the consumer IoT. The mass-market consumer is not buying a platform or devices controlled by an algorithm, they are buying an experience. We need to ask, in what ways consumers and devices will interact with each other to create the experience they actually seek. Therefore, the main challenge is to implement a bottom-up approach that encourages users to experiment with their devices and their interactions and to integrate their individual experiences into everyday routines.</p>
</abstract>

Up to now, IoT device adoption is happening mainly in the niche segments of technologically sophisticated upscale consumers and technology-focused DIYers. To reach a broader range of users, marketers must do a better job of understanding and offering the inherent value of smart products. Current marketing approaches are fragmented and tend to focus on individual products and single use cases. They may actually be underselling the consumer IoT. The mass-market consumer is not buying a platform or devices controlled by an algorithm, they are buying an experience. We need to ask, in what ways consumers and devices will interact with each other to create the experience they actually seek. Therefore, the main challenge is to implement a bottom-up approach that encourages users to experiment with their devices and their interactions and to integrate their individual experiences into everyday routines.

The Path of Emergent Experience in the Consumer IoT: From Early Adoption to Radical Changes in Consumers’ Lives

NIM Marketing Intelligence Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Up to now, IoT device adoption is happening mainly in the niche segments of technologically sophisticated upscale consumers and technology-focused DIYers. To...

The Path of Emergent Experience in the Consumer IoT: From Early Adoption to Radical Changes in Consumers’ Lives

Published Online: Oct 26, 2018

Page range: 10 - 17

DOI: https://doi.org/10.2478/gfkmir-2018-0012

Keywords
Consumer IoT, Smart Home, IoT Experience, IoT Marketing, Assemblage Theory

© 2018 Donna L. Hoffman, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

The Path of Emergent Experience in the Consumer IoT: From Early Adoption to Radical Changes in Consumers’ Lives

Published Online: Oct 26, 2018

Page range: 10 - 17

DOI: https://doi.org/10.2478/gfkmir-2018-0012

KeywordsConsumer IoT, Smart Home, IoT Experience, IoT Marketing, Assemblage Theory

© 2018 Donna L. Hoffman, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Keywords
Consumer IoT, Smart Home, IoT Experience, IoT Marketing, Assemblage Theory