Is the internet of things ready for the media industry? Posted on : Jul 02 - 2015

Alex Wood is no stranger to technology. Founder and CEO of Zonkey, a website development firm based in Bath, Wood happily brandishes his newly purchased Apple Watch while sitting in the spirited surroundings of his local Brew House pub. But the pleasure is not unalloyed.

He clearly loves his watch but he was hoping for so much more – more automated connectivity and interaction with his local environment, more relevant news and deals and, well, a little more than a mini iPad on his wrist.

Wood’s malaise is symptomatic of the hype that new technology can bring, particularly with the promise of the internet of things (IoT). The perception is often greater than the reality. Wood, like many tech-hungry consumers is also open to changing media. He wants to be connected wherever he goes and to be delivered relevant content and recommendations. Surprisingly, he claims he is open to marketing deals as he passes restaurants and shops, ticking all the opt-in boxes. He is surely an advertiser’s dream.

So is this the face of automated new media consumption? The idea that IoT will mean little more to media than delivering laser-targeted guided marketing is disappointing. For every Alex Wood there might be 20 others who don’t want automated media delivery based on detailed profiles intricately developed through harvested device data. Is the IoT ready for the media industry?

Saverio Romeo, principal analyst at Beecham Research and a close watcher of developments within IoT, says it is a difficult one to pin down.

“I have to say it is not straightforward,” he says, suggesting that the IoT is more concerned with manufacturing and the delivery of vital services and utilities than media. “Let’s say that it is not the top priority,” he adds.

Romeo suggests the best way to look at IoT’s role in media is in terms of assets, people and processes. How can automation improve the management and delivery of media services beyond simple asset-tracking and application control? He provides a possible scenario.  View more