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WHAT THE
INTERNET OF
THINGS’
REALLY MEANS
Zach Pousman, Director of Digital Strategy
Think Interactive, Atlanta
‘
IT’S THE BUZZWORD DU JOUR…
DON’T BE WORRIED ABOUT THE BUZZWORD.
!
BE ANXIOUS ABOUT THE REALITY.
2#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
3
WHOA.
TECHNOLOGYVISIBILITY
4
TECHNOLOGY MATURITY
PEAKOFINFLATEDEXPECTATIONS
MOVES
FROM

THELAB
TROUGHOFDISILLUSIONMENT
GRADUALADOPTION
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
TECHNOLOGYVISIBILITY
5
TECHNOLOGY MATURITY
PEAKOFINFLATEDEXPECTATIONS
MOVES
FROM

THELAB
TROUGHOFDISILLUSIONMENT
GRADUALADOPTION
WEAREHERE
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
WHY?
WHAT?
HOW?
6#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
(WHY IS THIS HAPPENING?)
(WHAT ARE THE IMPLICATIONS?)
(SHARE OUR PROCESS)
WHY?
7#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
(WHY IS THIS HAPPENING?)
THE WEB TODAY IS NEARLY ALWAYS
ON A RECTANGLE.
!
OFTEN, A HANDHELD RECTANGLE.
TODAY’S LIVING ROOM IS FULL 

OF RECTANGLES TOO.
IMAGE CREDIT: POSTSCAPES.COM
BY 2020
4 BILLION PEOPLE & 40+ BILLION
DEVICES WILL BE CONNECTED
TO THE INTERNET.
IMAGE CREDIT: INTEL (2012 DATA)
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
12
BODY HOME CITY WORLD
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
13
BODY HOME CITY WORLD
SENSORS
SMARTS
SYSTEMS
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
LOTS AND LOTS OF EXAMPLES
IMAGE CREDITS: POSTSCAPES.COM
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
EVEN MORE MUNDANE
#DIGSouth #IoT Zach Pousman @thinky || @thinkinc
ARDUINO
CAMERA
WIFI
LED

INDICATOR
BATTERY
MAGNETIC
SWITCH
EVEN MORE MUNDANE
#DIGSouth #IoT Zach Pousman @thinky || @thinkinc
ARDUINO
CAMERA
WIFI
LED

INDICATOR
BATTERY
MAGNETIC
SWITCH
EVEN MORE MUNDANE
#DIGSouth #IoT Zach Pousman @thinky || @thinkinc
CUSTOMER & ORKIN
WHAT?
19#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
(THE IMPLICATIONS)
20
MARKETING STARTUPPRODUCT
OWNER
IT AFFECTS EVERYONE IN DIGITAL
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
21
SIX IMPLICATIONS…
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
APPLY YOUR SKILLS DIFFERENTLY -
EVEN ‘OMNIER’ OMNI-CHANNELS WILL
SURROUND THE CUSTOMER
PHOTO CREDIT: UX MAGAZINE / AVI ITZKOVITCH
HTTP://UXMAG.COM/ARTICLES/THE-INTERNET-OF-THINGS-AND-THE-MYTHICAL-SMART-FRIDGE
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
APPLY YOUR SKILLS DIFFERENTLY -
ABOUT PEOPLE, CUSTOMERS, PERSONAS
24#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
IMPLICATIONS:
Body Level One
Body Level Two
Body Level Three
Body Level Four
Body Level Five
25
WILL PEOPLE REALLY DO THIS? 



HUMAN DESIRES, NEEDS,
CULTURES AND TRENDS WILL
CONTROL THE EVOLUTION.
PROJECT CREDIT: ERIK DE NIJS
HTTP://WWW.WIRED.COM/BEYOND_THE_BEYOND/2008/06/ERIK-DE-NIJS-YO/
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
APPLY YOUR SKILLS DIFFERENTLY -
CONSIDER CONTEXT
26
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc27
What does
an ad look
like?
What does
an ad look
like?
What does
an ad look
like?
APPLY YOUR SKILLS DIFFERENTLY -
CONSIDER CONTEXT
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc28
How does
the product
behave?
How does
the product
behave?
APPLY YOUR SKILLS DIFFERENTLY -
CONSIDER CONTEXT
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc29
What could
my startup 

do here?
What could
be disrupted?
APPLY YOUR SKILLS DIFFERENTLY -
CONSIDER CONTEXT
What’s the
value chain
here?
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
WEB SITES AND APPS TODAY ARE ABOUT
FOCUS, NOT AMBIENCE AND AUTOMATION.
implicit interaction
WEB SITES AND APPS TODAY ARE ABOUT
FOCUS, NOT AMBIENCE AND AUTOMATION.
explicit interaction
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
ANEWWAYTOTHINKABOUT
PRODUCTPOSITIONING
TECHNOLOGYIMPACT
TIMEANDEFFORT
Substitution
Augmentation
Modification
Redefinition
‘SAMR’ FRAMEWORK (FROM ED-TECH) CREDIT: REUBEN PUENTEDURA, 2006
HOW?
33#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
(THE PROCESS)
Jody Sullivan
Do-it-for-me Mom
Background
Think Feel Do
Age: 42
Location: Reston, VA
Education: Studied Economics at
Washington University at St. Louis
Occupation: Project Manager at AT&T
Household Income: $180,000
Current Car: Honda Odyssey
Next Car: Pre-Owned Lexus RX Hybrid
I just want to make sure that
my next car will last and will
be taken care of so my
family can get where they
need to go, safely.”
Motivations
Safety & Security
Time-based Convenience
“This is the best option to make sure
our family car is always in top shape.”
“Settling these matters ahead of time
will save me time trying to solve
problems later.”
Reassured, Safe, Secure, Protected,
Settled
Research some ancillary protection
products at home to understand what
they are and their value.
Choose a few products when buying
next car to guarantee lasting
protection.
Has been married for almost nine
years. Has two young children, a 5 year
old and a 7 year old.
Focused on building wealth and
making smart investments that will last
Jeff Parkinson
Achiever
Background
Think Feel Do
Age: 52
Location: Bentonville, AR
Education: Studied Engineering at
Auburn University
Occupation: Logistics Consultant
Household Income: $120,000
Current Car: BMW 335
Next Car: BMW M5, unless he breaks
down and buys the Porsche 911.
With a car like this, I always
want it to look great and
that any unexpected
problems won’t be a
hassle.”
Motivations
Pride of Ownership
Fiscally Responsible
“With these products, my car will
always look brand new.”
“I don’t mind spending a little extra to
know that I’m protected from larger
expenses.”
Confident, Reassured, Responsible,
Prideful
!
Do additional research so he knows
he’s getting a good value.
Remember these protection packages
in the future.
Works long hours and travels most
weekdays to meet with clients, leading
to a bachelor-type lifestyle.
Loves to drive; hates being a
passenger.
Enjoys relaxing with friends on the
weekends he is in town.Thinking about
returning to school to get his MBA in a
few years.
Jody
Jeff
“
“
34
B-C CONSUMER
PERSONAS



YOU DO HAVE PERSONAS DON’T YOU?
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
Body Level One
Body Level Two
Body Level Three
Body Level Four
Body Level Five
35
Click here to download
this tool from our blog
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
Body Level One
Body Level Two
Body Level Three
Body Level Four
Body Level Five
36
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
Body Level One
Body Level Two
Body Level Three
Body Level Four
Body Level Five
37
Click here to download
this tool from our blog
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
The day you buy a car
PURCHASE DRIVE / LIVESHOPPINGCONTEMPLATION
38
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
Moment of F&I
purchase is not
resonant
AN EXAMPLE CUSTOMER JOURNEY
CONTEXT
F&I PRODUCT
MOMENTS
THINK
FEEL
DO
Needing to use
coverage is anxious or
frustrated
Once the plan
“makes it better”
Search, digital
advertising
Web, mobile,
dealer
Dealer

F&I office
Email CRM, at
dealership, web
Social media,
WoM
M
J
Buyer achieves
confidence she’s
making a good
choice.
J
(
J
Reminder of
coverage
This makes sense I’d like to be
protected
Clarity Confident
Phew! I’m
protected
I need additional
peace of mind
Increasing
confidence as
buyer learns
K
Most days: zero

But if I need it…
Happy
LEARN SHAREDRIVEBUYREMEMBER
I’m happy with
my decision
F&I is resonant
with my identity
39
Today’s journey begins at the F&I desk, causing anxiety and confusion.
SAMPLE JOURNEY FOR A RECENT CLIENT
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
DEFINE THE CADENCE OF INTERACTIONS
40
INTENSITY
DURATION
SEE MORE FROM MICHELLE BERRYMAN, THINK’S DIRECTOR OF UX DESIGN:
http://www.thinkinc.com/blog/thoughts-on-the-cadence-frequency-intensity-of-experiences/
DAYMOMENT MONTH
#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
Body Level One
Body Level Two
Body Level Three
Body Level Four
Body Level Five
41
Click here to read about
this on our blog
WE’RE PROTOTYPING A LOT MORE
42#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
1
2
3
4
5 6
DISCOVER
•Uncover Needs
•Generate Solutions
•Substantiate
DESIGN
•Design
•Prototype
•Iterate
VALIDATE
•Research
BUILD
•Develop
•Test
PILOT
•Launch
•Optimize
SCALE
•Grow
•Retain
•Extend
IMAGE CREDIT: DR. PHIL HENDRIX, IMMR & THINK INTERACTIVE
WE’RE PROTOTYPING A LOT MORE
43#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
1
2
3
4
5 6
DISCOVER
•Uncover Needs
•Generate Solutions
•Substantiate
DESIGN
•Design
•Prototype
•Iterate
VALIDATE
•Research
BUILD
•Develop
•Test
PILOT
•Launch
•Optimize
SCALE
•Grow
•Retain
•Extend
SUMMING UP —
!
THE INTERNET OF THINGS IS COMING FAST.
!
IOT IS SENSORS, SMARTS, AND SYSTEMS,
WRAPPED AROUND A CONTEXT.
!
IT’S DIFFERENT THAN WHAT’S COME BEFORE,
BUT YOUR SKILLS AND CREATIVITY APPLY TO
THIS WORLD TOO.
!
KEEP ON MAKING THE AWESOME!
44#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
THANKS!

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Why What & How of the Internet of Things

  • 1. WHAT THE INTERNET OF THINGS’ REALLY MEANS Zach Pousman, Director of Digital Strategy Think Interactive, Atlanta ‘
  • 2. IT’S THE BUZZWORD DU JOUR… DON’T BE WORRIED ABOUT THE BUZZWORD. ! BE ANXIOUS ABOUT THE REALITY. 2#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
  • 6. WHY? WHAT? HOW? 6#DIGSouth #IoT Zach Pousman @thinky // @thinkinc (WHY IS THIS HAPPENING?) (WHAT ARE THE IMPLICATIONS?) (SHARE OUR PROCESS)
  • 7. WHY? 7#DIGSouth #IoT Zach Pousman @thinky // @thinkinc (WHY IS THIS HAPPENING?)
  • 8. THE WEB TODAY IS NEARLY ALWAYS ON A RECTANGLE. ! OFTEN, A HANDHELD RECTANGLE.
  • 9. TODAY’S LIVING ROOM IS FULL 
 OF RECTANGLES TOO.
  • 11. BY 2020 4 BILLION PEOPLE & 40+ BILLION DEVICES WILL BE CONNECTED TO THE INTERNET. IMAGE CREDIT: INTEL (2012 DATA) #DIGSouth #IoT Zach Pousman @thinky // @thinkinc
  • 12. 12 BODY HOME CITY WORLD #DIGSouth #IoT Zach Pousman @thinky // @thinkinc
  • 13. 13 BODY HOME CITY WORLD SENSORS SMARTS SYSTEMS #DIGSouth #IoT Zach Pousman @thinky // @thinkinc
  • 14. LOTS AND LOTS OF EXAMPLES IMAGE CREDITS: POSTSCAPES.COM #DIGSouth #IoT Zach Pousman @thinky // @thinkinc
  • 15. #DIGSouth #IoT Zach Pousman @thinky // @thinkinc
  • 16. EVEN MORE MUNDANE #DIGSouth #IoT Zach Pousman @thinky || @thinkinc
  • 18. ARDUINO CAMERA WIFI LED
 INDICATOR BATTERY MAGNETIC SWITCH EVEN MORE MUNDANE #DIGSouth #IoT Zach Pousman @thinky || @thinkinc CUSTOMER & ORKIN
  • 19. WHAT? 19#DIGSouth #IoT Zach Pousman @thinky // @thinkinc (THE IMPLICATIONS)
  • 20. 20 MARKETING STARTUPPRODUCT OWNER IT AFFECTS EVERYONE IN DIGITAL #DIGSouth #IoT Zach Pousman @thinky // @thinkinc
  • 22. #DIGSouth #IoT Zach Pousman @thinky // @thinkinc
  • 23. APPLY YOUR SKILLS DIFFERENTLY - EVEN ‘OMNIER’ OMNI-CHANNELS WILL SURROUND THE CUSTOMER PHOTO CREDIT: UX MAGAZINE / AVI ITZKOVITCH HTTP://UXMAG.COM/ARTICLES/THE-INTERNET-OF-THINGS-AND-THE-MYTHICAL-SMART-FRIDGE #DIGSouth #IoT Zach Pousman @thinky // @thinkinc
  • 24. #DIGSouth #IoT Zach Pousman @thinky // @thinkinc APPLY YOUR SKILLS DIFFERENTLY - ABOUT PEOPLE, CUSTOMERS, PERSONAS 24#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
  • 25. #DIGSouth #IoT Zach Pousman @thinky // @thinkinc IMPLICATIONS: Body Level One Body Level Two Body Level Three Body Level Four Body Level Five 25 WILL PEOPLE REALLY DO THIS? 
 
 HUMAN DESIRES, NEEDS, CULTURES AND TRENDS WILL CONTROL THE EVOLUTION. PROJECT CREDIT: ERIK DE NIJS HTTP://WWW.WIRED.COM/BEYOND_THE_BEYOND/2008/06/ERIK-DE-NIJS-YO/ #DIGSouth #IoT Zach Pousman @thinky // @thinkinc
  • 26. #DIGSouth #IoT Zach Pousman @thinky // @thinkinc APPLY YOUR SKILLS DIFFERENTLY - CONSIDER CONTEXT 26
  • 27. #DIGSouth #IoT Zach Pousman @thinky // @thinkinc27 What does an ad look like? What does an ad look like? What does an ad look like? APPLY YOUR SKILLS DIFFERENTLY - CONSIDER CONTEXT
  • 28. #DIGSouth #IoT Zach Pousman @thinky // @thinkinc28 How does the product behave? How does the product behave? APPLY YOUR SKILLS DIFFERENTLY - CONSIDER CONTEXT
  • 29. #DIGSouth #IoT Zach Pousman @thinky // @thinkinc29 What could my startup 
 do here? What could be disrupted? APPLY YOUR SKILLS DIFFERENTLY - CONSIDER CONTEXT What’s the value chain here?
  • 30. #DIGSouth #IoT Zach Pousman @thinky // @thinkinc WEB SITES AND APPS TODAY ARE ABOUT FOCUS, NOT AMBIENCE AND AUTOMATION.
  • 31. implicit interaction WEB SITES AND APPS TODAY ARE ABOUT FOCUS, NOT AMBIENCE AND AUTOMATION. explicit interaction #DIGSouth #IoT Zach Pousman @thinky // @thinkinc
  • 33. HOW? 33#DIGSouth #IoT Zach Pousman @thinky // @thinkinc (THE PROCESS)
  • 34. Jody Sullivan Do-it-for-me Mom Background Think Feel Do Age: 42 Location: Reston, VA Education: Studied Economics at Washington University at St. Louis Occupation: Project Manager at AT&T Household Income: $180,000 Current Car: Honda Odyssey Next Car: Pre-Owned Lexus RX Hybrid I just want to make sure that my next car will last and will be taken care of so my family can get where they need to go, safely.” Motivations Safety & Security Time-based Convenience “This is the best option to make sure our family car is always in top shape.” “Settling these matters ahead of time will save me time trying to solve problems later.” Reassured, Safe, Secure, Protected, Settled Research some ancillary protection products at home to understand what they are and their value. Choose a few products when buying next car to guarantee lasting protection. Has been married for almost nine years. Has two young children, a 5 year old and a 7 year old. Focused on building wealth and making smart investments that will last Jeff Parkinson Achiever Background Think Feel Do Age: 52 Location: Bentonville, AR Education: Studied Engineering at Auburn University Occupation: Logistics Consultant Household Income: $120,000 Current Car: BMW 335 Next Car: BMW M5, unless he breaks down and buys the Porsche 911. With a car like this, I always want it to look great and that any unexpected problems won’t be a hassle.” Motivations Pride of Ownership Fiscally Responsible “With these products, my car will always look brand new.” “I don’t mind spending a little extra to know that I’m protected from larger expenses.” Confident, Reassured, Responsible, Prideful ! Do additional research so he knows he’s getting a good value. Remember these protection packages in the future. Works long hours and travels most weekdays to meet with clients, leading to a bachelor-type lifestyle. Loves to drive; hates being a passenger. Enjoys relaxing with friends on the weekends he is in town.Thinking about returning to school to get his MBA in a few years. Jody Jeff “ “ 34 B-C CONSUMER PERSONAS
 
 YOU DO HAVE PERSONAS DON’T YOU?
  • 35. #DIGSouth #IoT Zach Pousman @thinky // @thinkinc Body Level One Body Level Two Body Level Three Body Level Four Body Level Five 35 Click here to download this tool from our blog
  • 36. #DIGSouth #IoT Zach Pousman @thinky // @thinkinc Body Level One Body Level Two Body Level Three Body Level Four Body Level Five 36
  • 37. #DIGSouth #IoT Zach Pousman @thinky // @thinkinc Body Level One Body Level Two Body Level Three Body Level Four Body Level Five 37 Click here to download this tool from our blog
  • 38. #DIGSouth #IoT Zach Pousman @thinky // @thinkinc The day you buy a car PURCHASE DRIVE / LIVESHOPPINGCONTEMPLATION 38
  • 39. #DIGSouth #IoT Zach Pousman @thinky // @thinkinc Moment of F&I purchase is not resonant AN EXAMPLE CUSTOMER JOURNEY CONTEXT F&I PRODUCT MOMENTS THINK FEEL DO Needing to use coverage is anxious or frustrated Once the plan “makes it better” Search, digital advertising Web, mobile, dealer Dealer
 F&I office Email CRM, at dealership, web Social media, WoM M J Buyer achieves confidence she’s making a good choice. J ( J Reminder of coverage This makes sense I’d like to be protected Clarity Confident Phew! I’m protected I need additional peace of mind Increasing confidence as buyer learns K Most days: zero
 But if I need it… Happy LEARN SHAREDRIVEBUYREMEMBER I’m happy with my decision F&I is resonant with my identity 39 Today’s journey begins at the F&I desk, causing anxiety and confusion. SAMPLE JOURNEY FOR A RECENT CLIENT
  • 40. #DIGSouth #IoT Zach Pousman @thinky // @thinkinc DEFINE THE CADENCE OF INTERACTIONS 40 INTENSITY DURATION SEE MORE FROM MICHELLE BERRYMAN, THINK’S DIRECTOR OF UX DESIGN: http://www.thinkinc.com/blog/thoughts-on-the-cadence-frequency-intensity-of-experiences/ DAYMOMENT MONTH
  • 41. #DIGSouth #IoT Zach Pousman @thinky // @thinkinc Body Level One Body Level Two Body Level Three Body Level Four Body Level Five 41 Click here to read about this on our blog
  • 42. WE’RE PROTOTYPING A LOT MORE 42#DIGSouth #IoT Zach Pousman @thinky // @thinkinc 1 2 3 4 5 6 DISCOVER •Uncover Needs •Generate Solutions •Substantiate DESIGN •Design •Prototype •Iterate VALIDATE •Research BUILD •Develop •Test PILOT •Launch •Optimize SCALE •Grow •Retain •Extend IMAGE CREDIT: DR. PHIL HENDRIX, IMMR & THINK INTERACTIVE
  • 43. WE’RE PROTOTYPING A LOT MORE 43#DIGSouth #IoT Zach Pousman @thinky // @thinkinc 1 2 3 4 5 6 DISCOVER •Uncover Needs •Generate Solutions •Substantiate DESIGN •Design •Prototype •Iterate VALIDATE •Research BUILD •Develop •Test PILOT •Launch •Optimize SCALE •Grow •Retain •Extend
  • 44. SUMMING UP — ! THE INTERNET OF THINGS IS COMING FAST. ! IOT IS SENSORS, SMARTS, AND SYSTEMS, WRAPPED AROUND A CONTEXT. ! IT’S DIFFERENT THAN WHAT’S COME BEFORE, BUT YOUR SKILLS AND CREATIVITY APPLY TO THIS WORLD TOO. ! KEEP ON MAKING THE AWESOME! 44#DIGSouth #IoT Zach Pousman @thinky // @thinkinc