return on intelligence: where the smart money is going in smart packaging
DESCRIPTION
A presentation from EVRYTHNG's CMO Andy Hobsbawm, at the AIPIA World Congress in November 2014, in Chicago.TRANSCRIPT
November 2014
RETURN ON INTELLIGENCEWhere the Smart Money is
Going in Smart Packaging
evrythng.com
© EVRYTHNG.| 2014
Tue, Aug 10, 2010
Tue, Aug 10, 2010
Tue, Aug 10, 2010
100 billion connected
devices by 2020
Source: IBM Investor Briefing ‘Making Markets: Smarter Planet’; Morgan Stanley; EVRYTHNG
research.
How it worksAny object can become an interface
AS CLEVER AS AS EASY AS AS IMMEDIATE AS AS INFORMATIVE AS
AS SOCIAL AS AS PERSONAL ASAS ENTERTAINING
ASAS VISUAL AS
Changing consumer expectations of products
The Internet of Everything
How it works.
How it works
WATCH VIDEO HERE: http://bit.ly/77secs
A new wave of packaging innovation
REDUCED
TECHNOLOGY
COSTS
(x 10,000)
MASS
TECHNOLOGY
ADOPTION
(x 1,000%)
SMART
PACKAGES
Technologies to make packages smart
Image
Recognition1-D Bar
Code
Augmented
Reality
Batch/SKU
QR Codes
Unique QR
/ Codes
NFC
Sensors
Chipsets
CO
ST
FLEXIBILITY
RFID
Beacons
ZPY19TAGS DEVICE
S
SMS
Diageo case study
USE CASES
Consumer Engagement
Triggering emotional, social and personalized
experiences for consumers, and valuable data for the
brands, when consumers interact with products using a
smartphone.
WINWIN
TIPS
Tracking & Analytics
Capturing data from smart sensors or tags in product
packaging for efficient supply chain management and to
combat counterfeit and grey markets
Friend me for
an extended
warranty
Next scan
unlocks game
level 5
I am an
authentic
luxury bag
A range of personalized service experiences
Register product for
warranty or
insurance
Download user manuals
and how-to guides
Find & arrange
service engineers
Order parts Rate product &
share reviews
Find other matching
products
Receive
tailored offers
How far I’ve
travelled, what
I’m made of…
Alert! I’m in
Moscow not
Manhattan
Btw, I
could use
a top up
CONSUMER RELATIONSHIPS
Personalized product
content experiences
Innovative product-
consumer mobile
engagement
High touch engagement
& direct digital
relationships
BUSINESS OPERATIONS
Unique data insights
& consumer identities
Tracking Analytics,
Capture & Apply data
Brand Protections
The value opportunity for brands
Mobile engagement is turning products into media
Product Voice: greater consumer intimacy with the brand
“BRAND VOICE” “CONSUMER VOICE” “PRODUCT VOICE”
1900 - 1995 1995 - 2010 2010 -
Marketing’s Third Age
In-Store product engagement (Millennials)
Source: Interactions, Retail Perception Report, Sept. 2014
34% 27%
Communicate via
mobile about products
29%
Make mobile shopping
lists
Scan products to get info,
deals or experiences
EVRYTHNG makes products smart, interactive and trackable
by connecting them to the Web.
The EVRYTHNG Engine™ − Platform-as-a-Service
Product
Identity
Management
Big Little
Data Store
Reactor™
Rules Engine
Enterprise
Dashboard
Developer
Tools
Access
Control
Real-Time
Connections
Serving Monitoring Security LiveOpsBackup
Product Relationship
Management™
Platform
One digital identity, many connectivity technologies
53277052e4b0c03e44f5e4b1
UNIQUE BOTTLE ID
SUPPLY
Real-time track
& trace data
MARKETING
Personalized
experiences
E2003412DC03011942060293
UHF RFID Tag with Electronic
Product Code (EPC)
Unique QR Codes
with crypto secure URL
Smart packaging means smart data
Connecting some of the world’s best
Thank you
APPENDIX
Rules, Analytics . Data Aggregation . Real-Time Response