A N A LY S E
THIS
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There is no Internet of Things - yet
ore than a decade ago -
Plus basketball shoes can tell you how
thanks to ubiquitous sensors - integrated
in May 2001 - Forrester
fast you’re running and how high you’re
into dynamic systems of engagement to
authored a report herald-
jumping. And the Under Armour Ar-
enable smart services like the ones we’ve
ing the coming of the X
mour39 shirt knows your heart rate and
described.
Internet, or extended Internet, defined as
lung capacity. But you could be using all
“Internet devices and applications that
three of these devices at the same time
Leading brands aren’t waiting for the Inter-
sense, analyse, and control the real world.”
and they wouldn’t even know they were
net of Things to perfect itself before they
We proclaimed that “the Web is fading fast
playing the same game. They are three
act - they’re already using sensor-connected
... smart devices will push the scale of the
products from three separate manufactur-
devices in unique ways to increase revenue,
internet far beyond today’s PC-based Net.”
ers, and the data they collect is siloed in
product engagement and product satisfac-
their own separate apps.
tion. The value comes not from the sensor
Turns out that the vision we laid out in
devices themselves but from the way in
2001 still hasn’t come to fruition. While
To stick with the basketball analogy,
which brands integrate the devices with
enterprises in health care, manufactur-
imagine that you’re sitting in the new
larger systems of engagement.
ing and utilities are well down the path
stadium for the San Francisco Warriors,
of the X Internet - better known today
which is scheduled to be finished by 2017.
Take, for example, Walt Disney Parks and
as the Internet of Things, the industrial
Now imagine that the players are using
Resorts. You may have heard of Mag-
internet or, in Cisco Systems’ parlance,
the devices we’ve described above and
icBands, the waterproof, RFID-enabled
the Internet of Everything - consumer
that you can vote on who needs a break
wristbands that Disney has developed for
adoption and general business adoption
based on players’ real-time biometrics
its theme park guests, starting with Walt
of sensor devices and services are just
via a ‘you be the coach’ mobile app. The
Disney World in Florida. MagicBands can
getting started.
stadium effects - lighting and sound - are
be used as hotel room keys, theme park
coordinated with the excitement of the
tickets, FastPasses for skipping lines, and
The sensor-laden consumer products that
game, as measured by collective heart
payment for concessions and gifts. Mag-
are starting to hit the market are ‘smart’
rate. Perhaps your own biometrics feed
icBands can store personal information
in sensing and relaying information about
into these effects via a wristband that also
so that, if you opt in, a character can
the physical bodies wearing them or the
serves as your non-scalpable ticket and
recognise you by name and know that
physical environments they inhabit - a
concessions payment device (the conces-
it’s your child’s birthday.
phenomenon we call “smart body, smart
sions come to you at your seat, like an
world”. But these smart products could
Uber app for hot dogs).
get a lot smarter. Today they are largely
10
The MagicBands are nifty, but what’s really impressive is the system behind it,
fragmented and not as useful as they
The sensor devices required to implement
called MyMagic+. MyMagic+ combines
could be.
this scenario exist today, but the systems
multiple systems of record - trip planning,
for managing the data flow need some
ticketing, CRM, asset management and
By and large, these devices don’t talk to
work. Today, data in a basketball stadium
payment - into a system of engagement
each other, and don’t integrate with larger
may reside in multiple systems of record,
that enhances the guest experience while
‘systems of engagement’ that deliver value
such as customer relationship manage-
improving efficiency and increasing rev-
for consumers and enterprises. 94Fifty’s
ment (CRM) for ticketing and inventory
enue for Disney. Because the bands can
Bluetooth basketball can sense dribble
systems for concessions. A smarter stadium
be preprogrammed by guests before they
force and shot angle. Nike Hyperdunk
would have this data - and lots more,
take their trips, Disney can better plan
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