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Do Your Customers Actually Want a “Smart” Version of Your Product?

Harvard Business Review

There’s been a gold rush happening in technology these last few years, focused on the Internet of Things, or IoT. And while we’ve found customers for IoT connectivity, the number of our customers who value the new technology has been much lower than industry projections led us to believe. Analysts at Ericsson, for example, have shaved 20 billion off their early estimates. We began selling this new smart fan option and had several thousand excited early adopters.