66% des consommateurs américains ont plus de probabilité d’acheter dans un magasin avec une App mobile utile et 81% des utilisateurs constatent que leur comportement d’achat en magasin a changé depuis qu’ils possèdent un smart phone. (Prologue.io) | Viuz

Les 5 tendances du marketing mobile par Andrew Buckman (Prologue.io) | Viuz.

Trends 5:

D’après Apigee (The Mobile Mandate for Retail), 66% des consommateurs américains ont plus de probabilité d’acheter dans un magasin avec une App mobile utile et 81% des utilisateurs constatent que leur comportement d’achat en magasin a changé depuis qu’ils possèdent un smart phone. Pour les marchands avec une présence physique, une stratégie mobile est primordiale car près d’un tiers des consommateurs annulent leur achat suite à une recherche sur le produit au sein du magasin (Source : Tradedoubler).

Une fluidité de paiement va certainement aider à convertir le consommateur mais il faut réfléchir murement à une stratégie multi-canal qui attire les personnes en boutique sans nuire à la politique de prix du réseau physique. Le couponing sur mobile commence à faire ses preuves avec des meilleures solutions de tracking et de geofencing mais l’interfaçage avec les systèmes de point de vente reste compliqué et onéreux pour le marchand.

Parallèlement, les iBeacons sont de plus en plus présents en magasin ; ces petits boitiers électroniques communiquent avec les smart phones par Bluetooth et permettent au commerçant de constater la présence de son client et de lui transmettre des promotions adaptées pour augmenter son panier moyen.

Il existe néanmoins plusieurs méthodes pour transformer un utilisateur mobile en consommateur physique : McDonald’s a par exemple incorporé un outil de recherche de restaurant ouvert après 23h00 – la campagne a généré un retour sur investissement de 200% ; Adidas a augmenté son ROI de 680% en ajoutant aussi un Store Locator et en mesurant plus efficacement la source des visiteurs en magasin . On pense également à Starbucks le précurseur du mobile to store aux US qui a placé son application au cœur de sa relation client y intégrant une stratégie de mobile to store basée sur les promotions avec un paiement sur place utilisant le smartphone du client sans besoin de l’interfacer aves ses solutions de point de vente.

Andrew Buckman est fondateur de Prologue.io – une société de conseil spécialisée dans la technologie publicitaire sur internet et mobile. Il aide notamment les sociétés étrangères à s’implanter en France et en Europe.

En savoir plus sur http://www.viuz.com/2014/10/16/les-5-tendances-du-marketing-mobile-par-andrew-buckman-prologue-io/#4zbW3gKKdpSfc7MI.99

How to Maximize Twitter Engagement with your TV Audience

How to Maximize Twitter Engagement with your TV Audience.

Source: http://www.expion.com/four-tips-twitter-tv-engagement/

Live-Tweeting lifts Twitter conversation 

  • Live-Tweeting from cast members during show premieres had 64% more Tweets that day compared to programs that did nothing.
  • Shows that live-Tweeted from the official handle also saw a 7% increase over those that did nothing.

Live-Tweeting lifts follower growth rate

  • When a program is on the air, and DOES NOT live-Tweet, there is a 6.5x lift in follow rate for the show’s official account
  • When a show DOES live-Tweet, that lift increases 15%, to 7.5x.
  • When a cast member live-Tweets, their follow rate increases 228% to 12.2x .

How to make it ?


1. Make Social Sharing Easy for Your Cast and Crew

According to Twitter, “the most direct way to make an impact through live-Tweeting is through the cast members. They’re your greatest asset.” Most notably, ABC’s Scandal flooded Twitter with conversations during broadcasts, using hashtags like #AskScandal to connect audiences to the star Kerry Washington, creator Shonda Rhimes and the rest of the show’s cast, writers, and even makeup artists in real time.

The problem is TV stars (and celebrities in general) are not always the easiest to motivate when it comes to getting them to tweet for themselves. That’s going to take some work, but the best way to solve this problem is to bring the digital team into the production process as early as possible. 

Set up a season strategy guide and kickoff meeting for cast members, directors and even crew. Tell the production team the story of their audience members online. The social team probably has a much better view into real conversations taking place, so provide those insights back to the cast and crew to take into account as they’re engaging.

In your strategy guide include a look into what the show’s branded accounts are doing, official hashtags (and fan hashtags) and let them know that the team is there to regularly provide them with assets to share on their accounts (even going so far as including pre-written, suggested tune-in tweets if you have to).

If you can, connect your cast accounts into your social relationship platform. Often times cast members (or their assistant/personal community manager) get to slacking on posting, or in many cases are just not good at creating and engaging in social. A social relationship platform enables a network to push content directly through the cast member’s Twitter and Facebook accounts in these cases, in addition to gaining access to the invaluable data around that particular cast member’s social channels.

Other ideas are simple, you could set up a live-tweeting schedule and assign different people to different episodes and work with them directly. Even more fun, if you can get your team together why not host cast/crew parties where everyone watches and and tweets together?

2. Anticipate Social Storylines

A tweet is both the new applause and the new boo. Why not anticipate (and prime) these emotions? Work with production teams to find potential “tweetworthy moments” ahead of time. Lay out the types of keywords people might say to anticipate those results. Listen for those moments and reactions to them using social listening tools.

Plan your live-tweeting and moderation around these moments, set up moderation streams inside of your moderation software to easily segment tweets about your show based on keywords that determine sentiment, intent, interest in a certain character, the possibilities are really endless.

Make a gameplan that actually schedules out those peak moments for the community team to prep for in advance. Write it down on paper if you have to, no different than production teams have shot sheets.

For example, If your show airs at 8pm and it’s an hour long, and you know that roughly around the 5, 10 and 40 minute mark (give or take for commercials) are these “tweetworthy moments” you might want to list those out so you can plan content and prep for a rush of conversation during those times.

There are a lot of ways you can execute on these “tweetworthy moments.” Aside from live-Tweeting staples like photos, videos and text-based tweets, a reality show might set up a social poll to tweet out to their followers at the height of an episode that speaks directly to a moment in the show.

3. Create winning moments by identifying high impact conversations

Influence is real, and some conversations are just flat-out more engaging than others, there’s no way around it. In fact, the entire Twitter report basically supports this argument by telling social TV marketers to get their stars involved.

This relationship goes both ways, not only do influential cast members hold weight, but so do celebrities and other influencers also talking about your show online.

Let’s be real, top TV shows generate a TON of tweets in the one hour a week that their show might air. It’s almost impossible to respond to each and every tweet in real time, and even tougher for a TV show’s community team to decide who to respond to and about what.

That’s why I believe that TV community managers should be looking to surface high-impact real-time conversations (scored by combining the amount of engagement and true reach) that can result in an instant social lift for a TV show, or what I call “Moments of Spontaneous Conversational Combustion.”

Put simply, the faster you can respond to high-impact discussions, the more opportunities you have to boost viral discussions around your TV show.

So if Taylor Swift is talking about Sharknado, and SyFy responds to her, two massive overlapping audiences are seeing a public conversation play out in real time, increasing the likelihood of different audiences jumping into the conversation adding to the ripple effect.

And while Taylor Swift loving Sharknado is definitely awesome, any tweet from any user with any follower count can spark a high-impact discussion. A good social strategy (combined with Twitter’s improvements to the product through threaded comments, etc) encourages the audience to have their own discussions.

Social relationship tools like Expion can help analyze and filter these conversations to uncover these “Moments of Spontaneous Conversational Combustion.” Instead of flipping randomly through hashtag searches or chronological mentions, a community manager could set up customized streams in their moderation dashboard based on keyword, level of engagement, or other factors.

4. Build a Team of Passionate Players

Assign community managers (either internally or at your community agency) to shows they have interest in. Your community manager is spending all day and night immersed in story lines, so that constant mutual excitement helps build deeper bonds with the audience and also helps your community manager to avoid burnout because they’re actually having fun.

TV is highly polarizing. When you love a show you love it and can talk to anyone about it (people still talk about Lost and it ended like 5 years ago, I am one of those people). Execution is everything. You can’t expect to build a raving fanbase online about a TV show without having some great community minds behind your audience development who share that same passion. That’s why you need to hire amazing talent.


Children are ditching TV in favour of the iPad to watch shows | Daily Mail Online

Children are ditching TV in favour of the iPad to watch shows | Daily Mail Online.

  • Six in ten children use a tablet at home – a 50 per cent increase on 2013 
  • Meanwhile, televisions in their rooms have fallen by a third in five years
  • 11 per cent of children aged three and four now have their own tablet
  • Fewer children also have games consoles in rooms as tablets take over
  • Study on UK children was carried out by London-based regulator, Ofcom

Tablets are now more important to children than their TVs, with more than one-third of young people aged five to 15 owning their own device. Around 34 per cent of children in this category own their own tablet, which is up from 19 per cent last year, according to official figures.  And six in ten children use a tablet at home – a 50 per cent increase on 2013 – while the number of children with televisions in their rooms has fallen by a third in five years.

The rapid increase means that some preschoolers are using a tablet to surf the web, play games and watch video clips.

The report by UK regulator Ofcom found that 11 per cent of children aged three and four have their own tablet, up from three per cent last year.

The number of five to 15-year-olds who use a tablet to go online has doubled to 42 per cent since last year, while the proportion of children using the internet via a PC or laptop fell for the first time, by three per cent, to 88 per cent.

As well as replacing TVs, fewer children also have games consoles in their bedrooms as tablets take over the role.

The number who have radios in the bedroom has halved from 32 per cent in 2009.

Meanwhile, 20 per cent of children are watching TV on a tablet 33 per cent watch on-demand TV.

The report also revealed that girls prefer more ‘sociable’ media, sending more texts and making more mobile calls than boys, during a typical week

Almost half of older girls claim that a mobile phone is the device they would most miss, compared to 29 per cent of older boys.

But girls and boys aged 12 to 15 are equally active on social media, with 71 per cent having a profile.

That said, girls are more likely to use Instagram, Snapchat and Tumblr.

Just one social media site – YouTube – attracts more boys, who are nearly twice as likely as girls aged 12 to 15 to use it.

Ofcom said nine in 10 parents whose children go online were taking steps to help their children manage risks when using the internet.

The most popular methods included supervising their children online, talking to children about managing online risks and having rules in place about use of the internet.

Separate research earlier this week found that the iPad has now overtaken household names such as McDonalds and Disney to become the number one brand among American 6 and 12-year-olds.

The annual study, conducted by research firm Smarty Pants, ranks more than 250 brands each year.

‘iPad’s number one status among kids represents the culmination of the ‘tablet takeover’ – a movement from shared screens and TV network dominance to curated content on personal devices,’ said Wynne Tyree, president of Smarty Pants.

‘Kids increasingly turn to iPad for games, TV shows, videos, books, homework help and communicating with friends and family.’ 

Read more: http://www.dailymail.co.uk/sciencetech/article-2786712/Children-ditching-TV-favour-iPad-One-three-15s-use-OWN-tablet-watch-shows.html#ixzz3FoJsj3cc
Follow us: @MailOnline on Twitter | DailyMail on Facebook

About Programmatic: What an agency is providing is like an architect work optimising all the different touch-points

Havas Media Group’s Dominique Delport on the benefits of self-disruption

08 OCTOBER 2014
Havas Media Group’s Dominique Delport on the benefits of self-disruption

Havas Media Group’s enigmatic global managing director Dominique Delport gives M&M Global a rare exclusive interview in which he explains how the company is driving change through technology and encouraging deeper engagement through organic marketing.


Dominique Delport was all smiles when he arrived in Miami for the Festival of Media LatAm last week. Havas Media Group’s global managing director has been in his post for almost two years and a lot has happened.

Media architect

In today’s media landscape, Delport firmly sees the agency’s role as media architect, optimising all the different touch-points of print, outdoor, TV and digital but also driving technological change for the benefit of the client.

“We have to be able to provide programmatic value, otherwise, as the middle-man, we’ll be cut-out and brands will decide to take a more direct approach. There are already too many DSP silos covering mobile, television and digital so we wanted to invent something that would provide consistency, transparency and technology neutrality for clients,” he says.

Two days before the Festival of Media LatAm in Miami, Delport tackled this with the launch of what he calls the world’s first ‘Meta DSP’.

A DSP, or demand-side platform, is technology that enables advertisers, agencies or their trading desks to bid for audience impressions on auction-based exchanges.

Delport claims this new version is the first to offer brands the ability to do that seamlessly across multiple DSPs. “Before, with the same amount of money, if you used five DSPs you’d get five completely different outcomes,” he explains.

“A DSP is fundamentally four things – access to inventory, access to data sets, a series of algorithms and features. The different features will give different outcomes so you need to manage this. Our Meta DSP does this algorithmically. It’s a technological invention that was three years in the making and one we’re extremely proud of.”

Havas’ Meta DSP is being rolled out into 102 countries and aims to provide openness and transparency, allowing clients to plug in their own data sets and manage cross-channel campaigns more effectively. For Delport, this takes Havas into the realms of being a change agent.

“If you want to make a difference, you need to be different,” he says. “We want to have the best of both worlds – we want to have the scale of the fifth largest communications group in the world but we also need to have the agility, and the passion of a start-up or a tech company.

“If we can provide that, if we have no fear of hacking our own system, of disrupting ourselves, of being bold and breaking the mould and challenging ourselves all the time, I really think that we’ll be in good shape for the future.”

On Facebook’s New Ad Platform, Your Data Will Follow Everywhere – Business Insider

On Facebook’s New Ad Platform, Your Data Will Follow Everywhere – Business Insider.

mark zuckerberg
David Ramos/GettyFacebook CEO Mark Zuckerberg

Facebook has a new way to make money off of your data—and, potentially, to learn more about you than it ever could before.

If you’re a Facebook user, the company’s machines already know all the things you’ve explicitly told Facebook over the years, like your name, age, email address, friends, likes, and interests. They also already know how you behave on Facebook, including which types of stories you’re likely to click on and which friends’ status updates you like the most.

Now they’re beginning to learn more about how you behave when you aren’t on Facebook. For instance, they have the ability to know whenever you visit a Web page that has a “like” button. For years Facebook insisted it wouldn’t use this sort of data to track your activity for commercial purposes. Recently, it decided it might start doing that after all.

facebook atlasfacebookFacebook Atlas

On Monday, the company announced the next step: a new advertising platform called Atlas. Atlas will allow advertisers to harness Facebook’s data about you to target you on non-Facebook sites and apps, with ads not purchased through Facebook. Again, these are not Facebook ads, and they won’t be shown on Facebook—but they’ll be drawing on all of Facebook’s knowledge of you as an individual in order to target you. They’ll be able to do that even if you’re not logged into Facebook and have cookies turned off. Facebook calls this “people-based marketing.”

The move puts Facebook in direct competition with Google’s DoubleClick service, offering advertisers the chance to target users and measure their ads’ reach on a potentially wide array of sites as well as mobile apps. The potential edge, for Facebook, is that Atlas won’t rely on browser cookies. Cookies can be cleared, they don’t cross from one browser to another, and they’re notoriously ineffectual on mobile devices. Google has been working to address this problem. But with Atlas, Facebook may be leaping ahead.

If you’ve ever logged into Facebook on your phone, Facebook has linked your phone’s unique identification number to your Facebook account. So when you use another app or a different browser on the same device, Facebook’s computers still know it’s you, and Atlas will be able to use that information to help advertisers reach you. Visit a site from your desktop computer using a browser on which you’ve logged into Facebook, and Facebook will know you’re the same person who visited it from your mobile phone awhile back.

sheryl sandberg mark zuckerbergFacebook.com/sherylZuckerberg with COO Sheryl Sandberg

Facebook has responded to privacy concerns by clarifying that Atlas won’t actually give third-party advertisers any information about you. It will just use that information to make sure they’re reaching their intended audience.

But one of the biggest long-term impacts of Atlas may be to expand Facebook’s own ability to track you across the Web and mobile apps. When you visit a site that uses Atlas to serve ads, you’ll be giving Atlas more information about yourself that it could potentially add to the ever-expanding database that Facebook has on you.

A Facebook spokesman told me that the information Atlas gleans about your browsing habits will not be sent back to Facebook. “Atlas doesn’t tell marketers who you are, and Atlas also doesn’t share information about you back to Facebook,” he said. Of course, Facebook has been known to change its mind about such things. When I asked the spokesman if he could promise users that Atlas would never share this information, he declined to comment.

Read more: http://www.slate.com/blogs/future_tense/2014/09/29/facebook_atlas_ad_platform_your_data_will_follow_you_across_web_apps_devices.html?wpsrc=fol_tw#ixzz3Ew6GQInt

Havas launches the world’s first “Meta DSP”

Affiperf, Havas’ programmatic pure player, extends boundaries of programmatic buying with the introduction of the world’s first real time, agnostic system to work across multiple Demand Side Platforms

Today, Affiperf, Havas’ programmatic pure player, became the first company in the world to offer brands the opportunity to operate seamlessly across multiple demand side platforms with one single point of contact with the launch of its “Affiperf Meta DSP” solution. This represents a significant leap forward in what is now called “the age of programmatic” as the topic continues to dominate the agendas of events such as this week’s Advertising Week in NYC.
As technology, data and algorithmic complexity have increased; automation in the media industry has become the new norm. Despite this, the potential of automated programmatic methods for real-time buying have been limited by the fact that until now, agencies were limited to using inventory from different Demand Side Platforms (known as DSPs) in parallel. As the number of DSPs in the market exploded, this added a rather frustrating and inefficient complexity to the process of optimisation and data collection in programmatic buying.Algorithms data and advertising

Following 3 years of research from Affiperf, a Fields Medal holder and renowned data scientists MFG Labs, the Affiperf Meta DSP solution offers for the first time, a way to unify and make sense of data sets across multiple platforms. It aggregates multiple assets using their APIs, i.e. data inventory, features and algorithms from a number of DSPs. It then uses modelling and decision engines to allow traders to recommend wider, more sophisticated strategic options and monitor them.

Pierre-Louis Lions, MFG Labs co-founder and Fields Medal holder 1994 comments: “Thanks to three years of extensive R & D we have been able to bring technical neutrality to the conception, implementation and optimisation of campaigns. This works both in the real-time bidding process as well as the design for even more integrated approaches that will enable us before the end of the year, to start managing our Affiperf Meta DSP solution for online and offline data and media.”

A unique answer to growing complexity

The Affiperf Meta DSP is powered by enhanced proprietary algorithms that offer clients fluid digitalisation, optimisation and addressability across formats. This ability to collate results and information into one unified marketing statistic marks the end to complexity in this critical area. Although increasing in size, the competitive landscape is not dominated by one DSP, but a fragmented ecosystem of DSP display, mobile and video, rich media DSPs, each of them having different rules, inventories and features. This makes it increasingly difficult for brands to get consistent answers and to see the bigger picture. Technologically agnostic, this is the first solution that is open to all DSPs and all technologies. Through this platform brands can therefore take advantage of the best technology available to reach out to and relate to people with greater speed in a more tailored environment than ever before.

Dominique Delport, Global Managing Director, Havas Media Group and Chairman of Havas

Media Group France and UK comments: “In today’s world, media is code and digital campaigns are like software. The idea behind programmatic when it first started was to secure instant contact between traders and brands that would enable our clients to benefit from an infinite number of connections with consumers in real-time. The explosion of data and the significant rise in the number of DSPs on the market has meant that this promise of programmatic was lost to complexity and silos.

Affiperf Meta DSP disrupts the market with the creation of one single tool that enables our clients to optimise choice across multiple platforms. As a result, our industry can finally take programmatic buying to the next level to help brands generate more tailored, more effective and more meaningful connections with people. This is programmatic without compromise.”

A worldwide roll-out

The initial roll out of the Affiperf Meta DSP includes, amongst others, the recently launched ONE by AOL, onto one open infrastructure. Accessible in over 102 markets, Affiperf will continue to develop the product in the coming months to increase the number of DSP platforms that can be analysed at the same time.

The Meta DSP was launched at the AOL Annual Programmatic Upfront in NYC during the first day of Advertising Week 2014

“Rising Star”: les 3 enjeux que doit relever cette émission “social media” – #2: Attirer de la pub bi-écran

Le Plus. supplément du Nouvel Obs revient sur les enjeux ‘Social TV’ de Rising Star. Extraits:

Consultant médias sociaux

LE PLUS. L’enjeu est crucial pour M6. “Rising Star”, un nouveau concours de chant qui mise sur l’interactivité, débute ce jeudi 25 septembre, avec sur le plateau Cathy Guetta, David Hallyday et Cali. Sur quel concept repose cette émission ? Quelles sont ses forces, ses faiblesses, et ses limites éventuelles ? Analyse de Laurent Dupin, consultant media.

Édité par Sébastien Billard  Auteur parrainé par Aude Baron

Tout le monde en parle, en retenant son souffle : “Rising Star” sur M6 est LE coup de poker télé de la rentrée, en dehors du retour (à confirmer) de “Koh Lanta” sur TF1.

Mais au-delà des enjeux d’audience, ce sont surtout des enjeux business dans un domaine tout à fait naissant qui prennent place. La “social TV” va faire ce jeudi soir un test majeur.

Pourquoi ? Trois raisons, qui sont aussi trois ressorts et trois prises de risque évidentes pour M6 et les éventuels suiveurs.

1. Gérer les egos

En janvier dernier, j’avais nommé cette problématique le “36-15 maman j’passe à la télé”, pour décrire les premières expériences d’interactions entre télévision et réseaux sociaux, qui se limitaient à afficher des tweets ou posts en live, durant une émission.

Il faudrait que “Rising Star” fasse mieux, plus fort, à défaut de vite lasser les gens. Car un wall, ça comprend beaucoup de portraits. Or le réseauteur, l’influent, même gamin, ne veut voir et relayer que LUI, LUI, LUI ! La gestion de l’ego est capitale, et il n’est pas sûr que le dispositif de l’émission le mette bien en valeur.

2. Attirer de la pub bi-écran 

C’est le vrai nerf de la guerre, le vrai et seul enjeu. Comment faire en sorte de passer de la pub contextuelle dans ce cockpit d’écrans, qui implique aussi (ça se complique) de passer par une application dédiée (m6play, la catch-up tv jusqu’ici) ? Cela, en tenant compte vaguement de ses limites.

En gros, je regarde plus ou moins l’écran de la télé du salon, tout en tweetant depuis mon smartphone ou ma tablette : comment passer la pub idéale, personnalisée, qui soit ajustée et pas envahissante ? Un vrai sujet car hors 36-15 et SMS justement (la télé préhistorique), rappelons que la social TV n’est qu’à fond perdu pour l’heure, pour les chaînes de télévision.

On ne vend pas encore vraiment aux annonceurs des pubs réservés à ces dispositifs, qui ne sont donc pas rentabilisés en soi. Pire : l’audience Médiametrie n’en tient pour l’heure pas compte. Et le projet d’indicateur “Médiamétrie Twitter TV Ratings” ne sera disponible qu’en 2015.

3. Avoir des VIP en cohérence avec le social media 

Même remarque que pour les présentateurs de JT, il faudrait idéalement que les VIP de “Rising Star” soit eux-mêmes actifs sur les réseaux sociaux ! Or c’est très relatif.

Article complet:


En savoir plus sur Médiamétrie Twitter TV Ratings” : http://www.mediametrie.fr/television/communiques/mediametrie-et-twitter-s-associent-pour-lancer-mediametrie-twitter-tv-ratings.php?id=1050#.VCi3ZGSsX4M

Un système analogue à Médiamétrie Twitter TV a été développé par Havas Media Brussels et fonctionne depuis septembre 2013: le SRP:

SRP: Havas Media Brussels reveals the formula of the Social Rating Point - mixing TV & Social Media data

SRP – première mesure de l’engament social des programmes télévisés.

Le SRP est calculés en divisant le volume de mentions d’une émission par son reach. Dans le cas présent, ce volume de mentions sociales provient de l’étude MATCH menée par Tevizz pour le compte d’Havas Media Bruxelles. Le reach est basée sur l’audimétrie (CIM).

Le SRP moyen sur base de plus de 400 programme diffusés entre le 1er septembre et le 17 novembre 2013 est de 0,13 dans le nord du pays et de 0,27 dans le sud. Il peut dépasser les 2 pour certains programmes sportifs.

Sa lecture est double:
2 SRPs = 2% of TV reach is also messaging about the show on social networks with 1 message by unique user
2 SRPs = 1% of TV reach is also messaging about the show on social networks with 2 message by unique user

En savoir plus ?


twitter: huguesrey


The internet of things is changing business models, customer relationships and organizational structures| The World Economic Forum

The internet of things will change everything Forum:Blog | The World Economic Forum.

The internet of things (IoT) is a powerful, unstoppable, world-changing force. Analysts predict that 20 billion to 30 billion “things” will be connected to the internet by 2020. As such, launching an IoT business is quickly becoming an imperative across industries and around the world.

Most companies have websites. If they didn’t, we’d question their viability. Fast forward 15 years from now, and we’ll be even more shocked when we hear of companies operating outside of the IoT. However, the concept of an IoT revolution is not just an extension of the internet revolution; this convergence of the physical and digital worlds has the potential to transform industries, and our lives, on a greater scale than the internet has.

The early concept of the IoT was a system that connected objects in the physical world to the internet via sensors that gathered and reported data to a central location. That was in 1999, when Kevin Ashton, co-founder of the Auto-ID Center at MIT, proposed the term “internet of things”. Since then we have seen the machine-to-machine era, where devices began to communicate with other devices. Today, the IoT is connecting businesses, people and technology in real time, all the time. It is reshaping businesses across every sector of the economy and every industry.

From connected jet engines that reduce unplanned downtime, to connected vending machines that ensure the most in-demand beverages are always perfectly chilled and stocked, IoT is changing business models, customer relationships and organizational structures. Interestingly enough, the value being created does not come from the jet engine or the vending machine, but from the experiences and benefits that those connected devices enable. In other words, setting aside the hype around the latest IoT gadgets, the internet of things isn’t about the “things”. It’s about service. And that idea is revolutionary.

The IoT service opportunity

Connected services are not just forward-looking business opportunities: they are imperative now. Companies can’t afford to sit back and wait. In fact, 95% of chief experience officers told The Economist Intelligence Unit that they expect to launch IoT businesses in the next three years. Becoming an IoT business benefits a company in three fundamental ways: it brings the company much closer to its customers, providing a deeper, richer understanding of their wants and needs; it automates manual processes, directing focus on the most valuable parts of the operation; it brings new revenue streams and pricing strategies and makes the company’s business model more efficient. The model evolves from individual, one-time product sales to connected services that generate recurring revenue.

The automotive industry is a prime example of how extending the digital world into the physical world can unlock added value for customers and lucrative new sources of revenue for enterprises. For instance, General Motors no longer just sells cars. The company is at the cutting edge of user experience and new business models that allow it to connect to its customers in real time. It offers services through its vehicles that immediately detect when you’ve been in an accident and connect to emergency services to dispatch help. The vehicle becomes a WiFi hotspot for internet access and streaming content. By 2015, all GM vehicles in the United States and Canada will have 4G LTE technology built in, allowing passengers to use in-car apps, stream music and more. GM’s connected car strategy includes – but is not limited to – a Chevy app store that will let car owners download applications to the centre screen of a vehicle dashboard, a music app called Slacker Radio that provides more than 13 million songs, and an app called Glympse that lets drivers share real-time movement with friends. That doesn’t include other exclusive apps in the works, like Vehicle Health, which offers detailed information about vehicle performance.

Lahangir_Mohammed_ (2)

GM and other car companies have evolved into service providers. Innovators like these industry leaders realize that drivers and passengers not only want a reliable, comfortable vehicle, but also services to enhance their driving experience. By capitalizing on IoT, these original equipment manufacturers are able to provide remote diagnostics, maintenance, software updates, weather and traffic services, and much more. Not only do customers enjoy a connected experience, but the carmaker also improves its business.

This shift in business value from products to services is inspiring a wide variety of industries to redefine how they do business. For instance, Allstate, a US-based insurance company, is using connected devices to provide a usage-based insurance service called Drivewise®. In-vehicle connectivity enables Allstate to collect information on safe driving behaviour and reward drivers with preferred rates. These predictive insights replace guesswork and translate into higher customer acquisition and loyalty. Heineken, Europe’s largest brewer, has connected commercial kegs to deliver information that enables distributors and retailers to check the volume in kegs in real time. This provides the visibility necessary to make informed decisions regarding inventory planning and management. The system can also be used to report on product age and verify that kegs are being stored at the correct temperature, immediately alerting retailers and their suppliers to any issues that could compromise product quality. This capability gives establishments peace of mind, minimizes product waste and ensures that patrons receive the best possible experience.

Thousands of enterprises across dozens of industries are transforming their businesses into service businesses. Connecting a business to the IoT touches every part of the company and reshapes it for the better. The economic benefits of this transformation are profound. But how do enterprises get there?

Taking the first steps

Becoming an IoT service business unlocks incredible benefits, but it also comes with unique challenges. The IoT is a direct, always-on connection between your business and the rest of the world. When products are connected in real time, all the time, businesses are able to deliver an amazing array of new experiences to their customers. However, doing so will also fundamentally change how they operate, interact with those customers and make money. Companies must shift their focus from product-centric to service-centric business models.

For most businesses, the IoT is completely new territory, and the pace of innovation is incredible. Enterprises looking to capitalize on the IoT can’t afford to waste any time. They can learn from and emulate the handful of IoT success stories that have emerged recently, but if they want to lead in their own industries, they’ll need to move quickly to deploy their own IoT initiatives.

Navigating this kind of transition requires new business models and operating structures. Enterprises will also need to develop resources, expertise and alliances that enable them to manage and monetize these new services and relationships. They will also need capabilities that are critical to all successful IoT businesses like remote service management, customer engagement, support diagnostics, billing, etc. And finally, they will need a way to automate these actions in real time and at scale, in order thrive and grow in the IoT space.

Meet the new best friend of IoT businesses: automation

Arguably one of the most valuable differentiators for a connected enterprise is automation. It gives businesses the ability to not only gather information but to convert that information into insights and then use those insights to take action in real time. Imagine you’re running a connected ice cream vending machine company. Think of what you would want to monitor and control: inventory, temperature, coin jams, maintenance, etc. If the temperature rises too high, the ice cream melts, the quality of your service is compromised and you risk losing not only sales but your reputation as well. However, with automation, you can anticipate these types of risks and programme responses to immediately address the issues before they become problems. Temperature outside of acceptable standards? That information is immediately conveyed and the system automatically triggers necessary responses (e.g. in-machine temperature adjustment or a service call).

Whether you can get your favourite ice cream flavour is not a life or death situation. But with medical care it often is. In the world of healthcare, every second matters. Getting information in real time and responding equally as fast is crucial. Take the Boston Scientific, producer of a connected pacemaker, for example. The remote patient management system used with these devices showed a 33% relative reduction in the risk of death in patients who were remotely monitored compared to patients who were not. Additionally, these patients experienced a 19% relative reduction in hospitalizations for any cause.

Automation removes the delays experienced in previously manual processes, making businesses more agile and responsive to customer needs, while also letting them focus on the most valuable parts of their operation. This leads to increased service reliability, lower costs and scalability.

The world’s most innovative companies are doing it

Many of the world’s most innovative companies are successfully deploying IoT service businesses that bridge the gap between the digital and physical worlds. They are taking advantage of IoT capabilities like real-time automation to improve quality and enhance their relationships with the end user. They are building new products and augmenting existing ones. They are becoming more agile and profitable through new revenue streams and business models.

IoT promises to drive tremendous innovation and economic growth, but it won’t be a function of delivering billions of connected things. It will be about how IoT transforms businesses into service businesses, and the amazing array of new innovations, experiences and benefits that will result. This transformation is the next step in revolutionizing the global economy.

Author: Jahangir Mohammed is the founder and CEO of Jasper Technologies Inc.a World Economic Forum Technology Pioneer


Influence des festival sur Les plateformes d’écoutes en ligne: #1 – Glastonbury (Source:Spotify)

Glastonbury, festival plus influent d’après Spotify.

Le festival de Glastonbury (Royaume-Uni) a un immense impact sur les écoutes d'artistes en streaming.

Le leader du streaming révèle que le célèbre évènement musical britannique est celui qui a le plus d’impact sur les plates-formes d’écoute. Le festival des Vieilles Charrues arrive quatrième.

Les festivals sont de grands moteurs pour les plates-formes de streaming. C’est ce qu’entend prouver une étude menée par Spotify. Le service de streaming suédois a étudié l’évolution du nombre d’écoutes d’artistes jusqu’à deux semaines avant et deux semaines après leur passage dans des grands festivals. Certaines augmentations atteignent des hauteurs impressionnantes: le chanteur britannique Ed Sheeran aurait ainsi vu son nombre d’écoutes gonfler de 319% la semaine où il s’est produit à Glastonbury, alors qu’il n’était pas au sommet de la programmation. Le grand festival anglais qui a lieu chaque année au mois de juin est logiquement considéré par cette étude comme celui qui a le plus d’impact sur les artistes invités.

Les écoutes d’Arcade Fire, Kasabian et Metallica ont ainsi explosé de 80% après leur passage sur les scènes de Glastonbury. En moyenne, les principales têtes d’affiche du festival ont enregistré une augmentation d’écoute de 57% au Royaume-Uni, et même 60% aux États-Unis.

Même constat pour le festival australien Future Music, qui se tient fin février et début mars dans les plus grandes villes du pays (Sydney, Melbourne, Brisbane, etc). Placé en deuxième position, c’est lui qui a enregistré les hausses les plus importantes après les passages de ses têtes d’affiche, notamment pour Pharrell Williams et Deadmau5, tous les deux à hauteur de 90% d’augmentation.

Les autres belles opérations ont été entre autres réalisées par James Blake au Laneway festival (en Australie, Nouvelle-Zélande et à Singapour), mais aussi The Offspring et les français de Phoenix au Ruisrock (Finlande).

Un festival français figure dans à la quatrième place du top de Spotify: les Vieilles Charrues, qui ont lieu chaque été à Carhaix. L’évènement a ainsi fait exploser les écoutes du groupe Arctic Monkeysqui s’y produisait en tête d’affiche. Il figure même devant le célèbre américain Coachella (cinquième) et les grands nordiques européens comme le Hove (Norvège) et le Roskilde (Danemark).

Top 10 des festivals selon leur impact sur les plates-formes de streaming:

1. Glastonbury, Royaume-Uni

2. Future Music Festival, Australie

3. Way Out West, Suède

4. Les Vieilles Charrues, France

5. Coachella, États-Unis

6. Hove Festival, Norvège

7. Laneway Festival, Australie

8. Rock Am Ring, Allemagne

9. Roskilde, Danemark

10. Bilbao BBK Live, Espagne

Top 10 des artistes en tête d’affiches les plus écoutés:

1. Pharrell Williams, Future Music Festival

2. Deadmau5, Future Music Festival

3. James Blake, Laneway Festival

4. The Offspring, Ruisrock

5. M.I.A., Hove Festival

6. Stevie Wonder, Roskilde

7. Phoenix, Ruisrock et Future Music Festival

8. Outkast, Coachella et Way Out West

9. Arctic Monkeys, Roskilde et Les Vieilles Charrues

10. Imagine Dragons, Hove Festiva