Smart products, smart makers
The internet of things will strengthen manufacturers’ hands in the battle for customer loyalty
Even such mundane things as fizzy drinks and washing powder are set to
become “smart”, as their makers attach sensors to their packaging that
can detect when the product is being used, and that can communicate with
smartphones when scanned.
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Michael Porter of Harvard Business School predicts that the rise of
wirelessly connected products, and the resulting entry of manufacturers
into the battle for customer loyalty, will bring a “new era of
competition”. Makers of products will gain an equal footing with
retailers and the owners of technology “platforms”, such as Google, as
all three vie for the consumer’s affections. Manufacturers will also be
able to expand into providing services.
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