Would you manage your home by phone?

Emerging trend: Smartphones are becoming home data managers – capable of tracking and enabling habitants’ activities (music, shopping, cooking) and home settings (e.g., temperature, safety, lights).

Implication: Device and chip makers will compete with telecom players will gain a bigger share of home networking. They will want consumers to have their brands to be top of mind and trust them with more personal information.

Action:

1-      Seize the opportunity to re-brand, with new products and capabilities that go beyond communication.  

2-      Put permission marketing ahead of precision marketing when messaging consumers about their home.

3-      Communicate benefits such as convenience, time-saving and comfort when setting up a home network and assure consumers their information (e.g., lifestyle habits, address and app usage) will be kept safe.

Would you like to use your phone or a wearable device to manage your home-based activities? Or would you find it intrusive?

Special thanks to Zuzanna Skalska of 360inspiration who informed me of Samsung CEO’s keynote speech on future homes at the recent IFA conference and inspired this post.

Home Networking Means We'll Have More Than TV and Online Data Per Zipcode

Emerging Trend:  With the advent of Internet-connected home networking systems and devices, marketers will need to have a holistic look at home-related data – ranging from the living room, into the kitchen and garage.

Implication: We will have the ability to map out consumer behaviors and needs at a very granular level and serve ads in a highly tailored and effective manner.

Action: Follow Google, Apple and Microsoft partnerships with Samsung, Phillips Lighting, Dell, Qualcomm, Intel, as well as auto makers. These companies are working to activate household devices and meters with Internet-connected chips.