Research by Cisco indicates that there is a $14 trillion potential for The Signal Economy, so it's time for the content industry to understand more clearly that "the Internet of things" is not about selling gadgets, it's about redefining what people pay for to have a good life.
+General Motors and +Ford Motor Company get it. Major medical services get it. Consumer goods companies get it. And, as always, financial institutions get it - the same financial institutions that revolutionized securities markets by turning humdrum stock tickers, databases, Web sites and news feeds into input for enormously powerful financial analysis engines which created and exploited huge economic opportunities before a human could blink, much less think about them. Anything that the Web touches becomes a platform for signal-driven services, and in The Signal Economy, anything is now becoming everything.
Marketing in The Signal Economy is no longer waiting for your intellectual property to flow through a pipe to someone's desk or mobile device. The Signal Economy wants three-dimensional insights based on what's happening in the real world now, and it wants to find the most valuable answers to marketing and social problems before others even get around to testing a hypothesis about what might be worth doing. And it's starting to happen now.
+Nest, a funky little company that sells $100 Web-aware thermostats and smoke detectors that can be controlled by their mobile apps and that feed analytics on how to use them better. This is not about gadgets, but about understanding what's happening in people's lives in more intimate detail than ever before. Nest devices are sensor-equipped computers on a chip, and they work in part by understanding people's movements in and out of rooms. In an era in which the media industry can barely figure out how to get a TV to respond to who's sitting in front of a screen, Nest is helping services to bloom based on sensors in all parts of the home. Nest equipment also now talks to you, as well: if you have a problem with smoke or carbon monoxide in one part of the house, a Nest gadget in another room where you're located will tell you what's happening in which room.
So yes, it's just a bunch of thermostats and fire detectors that Google bought, right? Not. Time to jump in the boat - or at least to start looking for the dock. Let us know if we can help.