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Vendors of IoT solutions should think less about what they sell and more about who they sell it to

  • Value chain
  • channels
  • go-to-market
  • features
  • support
  • packaging
  • developers
  • IoT
  • Matt Hatton
This report examines the weaknesses created by the continuing prevalence of the supply-driven, rather than demand-led, approach to evolving IoT hardware and software products by technology vendors. It proposes a new approach based on a ‘role matrix’ which seeks to ensure that a product is focused on the role that will be deploying it rather than a nebulous idea of ‘the market’. The report focuses on IoT, but it is applicable across all technology areas to greater or lesser degrees.

The Internet of Things (and other emerging technology sectors) is overly obsessed with the concept of the ‘value chain’. The result is a set of vendors that focus more on product features and expanding their addressable market than on addressing the specific needs of the end users they are addressing, and particularly the roles that those people occupy.

This report examines the weaknesses created by the continuing prevalence of the supply-driven, rather than demand-led, approach to evolving IoT hardware and software products by technology vendors. It proposes a new approach based on a ‘role matrix’ which seeks to ensure that a product is focused on the role that will be deploying it rather than a nebulous idea of ‘the market’. The report focuses on IoT, but it is applicable across all technology areas to greater or lesser degrees.

  • Blues Wireless
  • DataRobot
  • Edge Impulse
  • GE
  • Github
  • Hitachi
  • Pycom
  • Salesforce
  • Twilio