How to Market the Smart Home: Focus on Experience, Not Use Cases

For smart home adoption to expand beyond the niche segments of technologically sophisticated upscale consumers and technology-focused DIYers, marketers must do a better job of understanding the inherent value the smart home offers. Current marketing approaches are fragmented and focus on individual devices and single use cases. Most companies are wondering which combination of entry points – appliance and home entertainment control, energy management, pet monitoring, property protection, safety and security – make the most sense. But, the mass market is not buying a platform or devices controlled by an algorithm, they are buying an experience. The key to smart home marketing is to view the smart home as a complex dynamic system, an assemblage with new capacities from ongoing interactions among devices and consumers, from which new experiences emerge. Marketers must focus on communicating the value proposition inherent in experience; current approaches may actually be underselling the smart home. We discuss the value of our framework and offer eight actionable insights derived from our research that can guide marketer action in the early stages of adoption and usage of consumer Internet of Things devices that comprise the smart home.

hoffman-and-novak-how-to-market-the-smart-home-1-15-2016

Everything We Know About Apple’s Smart Home

Apple has an installed base of 25 million Apple TV Trojan Horses, with Siri ready to take command of an army of MFI devices when they arrive. The Smart Home may emerge en masse overnight.

TIME

While iPhone users flash their handsets to make payments and wait with bated breath for the release of Apple Watch, another of the company’s smartphone-based initiatives is ready to roll out — and it will forever change how people run their homes.

From turning on lights to securing locks, Apple’s smart home plans are designed to bring an array of third-party products to the iPhone ecosystem in a way we’ve never seen before.

Here’s what you need to know to plan for your Apple-centric connected home:

How Apple’s Smart Home Will Work

Siri will become your digital butler, turning up the heat and closing blinds at your command. But how that happens deserves some explaining. Requiring neither a new hardware device nor an operating system upgrade, Apple’s smart home capabilities will let users discover, configure, create actions for and control smart home devices using their iPhone’s operating system.

As…

View original post 860 more words