The Internet of How: Providing meaning to end users

Executive Director & Partner
New York
Mark Breneman

Often in the world of IoT, new products and services end up as novelty successes with very short term or niche value. These are missed opportunities to develop richer services, which could grow and scale over time.

We challenge organizations to consider all areas of consumer value, with 5 building blocks we’ve curated to develop IoT products and services:

1. Efficiency

Optimizes current processes and overcomes existing pain points.

Example: Roku 3

2. Peace of Mind

Simplifying tasks to provide peace of mind to users and simplifying responses to possible problems.

Example: Wiser Air

3. Knowledge

Providing information that would not easily be accessible to users along with additional insights and recommendations.

Example: Gatorade Sports Fuel Customization

4. Personalization

Leveraging individual user behavior and tailoring product or service experiences specifically to them.

Example: Google Now

5. Joy

Providing a paradigm shifting experience, a moment of magic, only made possible through IoT capabilities.

Example: Amazon Echo


Efficiency and Peace of Mind are now table stakes for consumers. Every successful IoT based product or service might not incorporate these five building blocks, but exploring each of these categories within user contexts, macro trends, and business factors highlights consumer benefits to design for. This delivers a long lasting and competitive IoT innovation strategy.


The Internet of How” article series is co-authored by Mark Breneman, Bernardo Schorr, Tucker Fort and Tara Gupta Dabir.