將物聯網價值展現的行銷思維

隨著4G LTE飆速時代的來臨，物聯網的商機蓬勃發展，國內外物聯網（Internet of Things, IoT）應用愈來愈廣，包含個人穿戴式裝置、智能居家（如節能、溫控、安全監控、影音等）、智慧醫療（如血壓、血糖量測、睡眠監控等）、智慧汽車（車對車聯網）…等。工研院IEK更預估2020年物聯網產值上看1,332億美元，相當於新台幣4.37兆元。面對來勢洶洶的物聯網，不論是提供產品或服務的廠商，都應從中尋找切入市場的創意點，但在導入物聯網來提昇客戶滿意度的同時，也不要忽略由消費者的角度來檢視它的成效。 IoT (Internet of Things) related business flourishes as 4G LTE internet becomes widely available. IoT applications, including personal wearables, smart homes (energy saving, temperature control, security surveillance, video entertainment, and etc.), smart healthcare (blood pressure and glucose measuring, sleep monitoring, and etc.), connected cars (Internet of Vehicles) and so on, are gaining global popularity. Value for IoT industry, according to ITRI IEK, is expected to reach up to$ 133.2B USD (about $4.37T NTD) by 2020. As facing the megatrend of IoT, companies providing products and services should seek creative way to penetrate markets with it. While trying to increase customer satisfaction by implementing IoT concept, all companies should always view from consumers’ perspectives to evaluate the real effect.

物聯網是微軟創辨人比爾蓋茲（Bill Gates）於1995年在《The Road Ahead》一書中率先提出，簡單來說，即利用網際網路讓物體互聯交換訊息，最終達到「萬物聯網」的終極目標。在物聯網的架構中（即感知層、網路層和應用層），電信商是作為最基礎的硬體建設，在OTT（Over the top）服務日益侵蝕電信商固網和行動通信語音營收的時代，物聯網商機不斥是電信業者反攻OTT服務的一大契機。
然而，隨著物聯網的話題愈來愈火熱，硬體技術層面愈來愈成熟，許多企業卻是從「產品面」切入想像物件連網後應該具備什麼樣的功能，而忽略了「智慧聯網成功關鍵在於讓消費者要能從中受惠」! 什麼是消費者覺得透過「聯網」才能解決的問題，而非僅是多此一舉的行為？物件聯網後，帶給消費者的核心利益又是什麼？唯有回歸「以人為本」的思考模式，讓消費者感受到其中的便利性，智慧商務的價值才能展現出來。
In the structure of IoT, which includes sensing layer, network layer and application layer, telecommunication companies serve as the fundamental hardware infrastructure providers. Therefore, though fixed network and mobile communication revenue drops because of rising OTT service, IoT could be an opportunity for telecom companies to regain market strength against OTT service providers. 
IoT hardware technology readiness increases as the IoT trend grows more and more popular. Most companies, however, ignore the key to IoT business success is to “benefit customers”, and focus only on product aspects and connected product functions. Companies should go back to the basic and ask: What are the problems consumers think should be solved by connecting internet? What core benefits consumers should reap from connected products? Value of IoT realizes only when companies stand in consumers’ shoes, and let them feel the convenience of IoT.
 

Download