A New Wireless Registry for 50 Billion Things

When Cisco’s CEO, John Chambers, took the stage at CES in Vegas this year and announced that there was a difference between The Internet of Things (IOT) and the Internet of Everything (IOE), many cried “semantics”. But there is a difference and one that ripped across the US to the National Retailer Federation (NRF) Big Show at the Javits Centre in New York.

IOT, according to Chambers, is made up of billions of connected objects; however, IOE are the smart networks that are required to support all the data these objects generate and transmit.  What will help move the IOT into the IOE and drive what Chambers predicts to be a $19 trillion in new revenue by 2020?

IOE requires a universal solution to tie the billions of sensor data into an intelligent device and system agnostic solution.

To our detriment, we are so focused on the idea of a hardware (IOT) solving all our problems that we neglected that simple insight that all these hardware solutions require a method of managing the people and service behind them.

The industry needs a wireless domain (DNS) naming solution that can provide profile, tools and privacy controls to enterprise and the consumer.

When I was invited to sit on a panel at the launch of the new wireless registry (www.wirelessregistry.com) at the NRF show and I realized that this registry could be the silver-bullet platform.

50 Billion Things

When Cisco, Qualcomm, IBM and other set up shop at NRF to talk retail, the IOT verse IOE discussion continued.  Brand agencies such as Ogilvy were pitching a solution using Qualcomm’s wireless Gimbel platform to solve retail engagement in the store. Qualcomm’s Gimbel platform is essentially an IOE riding on Apple’s IOT’s iBeacons? Mobile Location Analytics (MLAs) companies that collect consumer behavioural analytics, are a big data IOE play riding on the IOT emitting from the phone and anchored to its MAC address

There are a proliferation of IOE solutions using different technology that require different CAPEX and resources.

Presently there are an estimated 10 billion sensors globally. This is predicted to grow to 50 billion sensors by 2020. Imagine the wireless noise we can anticipate as we move from city to city, street to street, aisle to aisle.

There are barriers everywhere:

  • On the consumer side we have option paralysis but more importantly simple human inertia.
  • On the retailer and brand side we have incumbent investments and IT budgets to navigate.
  • On top of all this stasis we have the DC beltway privacy folk crying “do-not-track”.

How will the consumer navigate this noise? How will the retailer, brand, entertainment provider select from the exploding list of vendors selling various solutions using LTE identification, WiFi MAC identification, Bluetooth MAC, IMEI, etc.

My Wireless Name

The phone in 2014 is becoming less of a Cracker Jack container that acts as a repository of millions of sundry apps, and more of an intelligent device that performs as a server that can manage our world through smart profiling and APIs.

Think about it. We have been hoodwinked by the OEMs to believe that an application store tethered to a phone can deliver any service, entertainment, widget. The app store was a marketplace to the world: clocks, measuring tapes, cash registers, coupon dispensers, shopping lists, ad infinitum.

Google’s acquisition of Nest is good example of the changing landscape where the app will live in the IOT and the device will simply be the profile and the auto-controller. The 94Fifty smart basketball, the Sensible Baby smart sensor monitor, the remote Vibeasy vibrator: all use the phone as the remote control manager.

A service such as The Wireless Registry can offer a naming protocol that can work agnostically with all the in-market sensor solutions and offer a central repository for a retailer, brand, and entertainment provider’s identity. Any existing wireless signal (SSID) that a coffee shop or a big-box retail transmits can now have a name (Starbucks, GAP, Walmart) with an accompanying sophisticated profile. A consumer that has a phone, tablet and PC can now attach a personal name and wireless profile to their MAC addresses.

When the retail and consumer wireless signals bump in the proximal world, the consumer profile can do a simple look up can see what offers, services, commerce is available to them based on their specific identity. The consumer can also block unwanted solicitation answering Jules Polonetsky and the Privacy Commission’s concerns around “do-not-track”.

Now the consumer is in full control of their identity and the phone becomes an intelligent server interacting with the world of wireless signals based on that consumer preferences.

While this solution can interface with existing apps on the phone, ultimately the profile and preferences can be baked into the OS as part of the devices DNA.

Until later. Yours truly from my MAC address aka “MOBILEGUY

Mobile Retail Focus for 2013? (60min Business World interview)

In the following interview I discuss with , the preeminent business blogger (Blog Business World), that retailers need to embrace new strategies to reconnect with their customers. We discuss:

  • Strategies to win back customers who have left the malls, big box, and other retail outlets for their mobile devices.
  • How the behavior of mobile shoppers is different from both tethered online customers and from the traditional in store consumer.
  • Techniques for winning back those customers, reconnecting with them, and regaining their long term loyalty.
  • How to embrace mobile technology as a competitive advantage for your business, and place yourself in the forefront of the mobile shopping revolution.

http://www.blogtalkradio.com/FastShopper

10 mobile predictions for 2013 in under 75 words

1.      Substitute “Mobile” for more inclusive term “CONNECTED SCREENS
2.      Geo-LOCATION crucial to social strategy
3.      NFC continues to be far field
4.      For RETAIL: space between bricks and clicks most valuable
5.      For everyone: space CONNECTING screens most valuable
6.      Mobile viruses push SECURITY agenda
7.      More PRIVACY transgressions, More PRIVACY protection
8.      ANDROID increase the lead in a 3 horse race
9.      Operator CAPACITY drives new business models
10.  Through-The-Middle (TTM) services counter OTT

Mobile Privacy Experts: Consumer Trust Vital

Gary Schwartz, president and CEO of Impact Mobile and chair of the North American Chapter of the Mobile Entertainment Forum, tells Street Fight that building trust should be the core of a retailer’s mobile and online strategy. “The key to engaging with the consumer in a trusted relationship in a retail environment is you don’t want to engage with people who don’t want to engage with you,” says Schwartz. “The outreach should be focused on loyalists with a retailer’s brand. It’s about your loyalists putting up their hand and saying ‘hey I want to talk to you because I love your product.’”

“You need to make a call to action on all your touch points, and say if you love my product opt in. Once you have that, you have to let them opt out at any time,” Schwartz adds. He believes the strategy can be outrageously successful: “If you’re on target, if you are talking to them and they love your product, they will stay with you. It will attract 10x over your email channel.”

WATCH INTERVIEW

Building trust requires developers and businesses to implement a strategy that give consumers a better idea of what information is collected from them, and what choices they have to control it. Regulators have encouraged developers and businesses to engage in “privacy by design,” that is, incorporate transparency and protections for consumers on their information as products are built and launched.

Regulators have become increasingly aggressive in addressing what they perceive as abuses in the use of consumer information from mobile devices. Already, Apple, Google, Microsoft, Hewlett-Packard and Research in Motion and other major application stores have agreed with the California Attorney General to require all developers to provide privacy policies with their applications, include a process to display such policies in their stores, and report developers that are not complying. The California Attorney General’s office warned it will take enforcement action if the privacy policy process is not in place within six months.

Privacy vs. Data: How to build consumer trust?

By Gary Schwartz

The way we define the term privacy is subjective. In the United States, we police privacy based on a very broad definition under Section 5 of the Federal Trade Commission Act that prohibits “unfair or deceptive acts or practices in or affecting commerce.” The devil is in the policy details.

If the news headlines over the past few months are any indication, we are mighty confused with what to call private and what to call public, what to sanction and what not to sanction. How can we start to solve small-screen privacy when we have not solved our digital angst on the desktop?

Jules Polonetsky, director of the Future of Privacy Forum, says that when the browser invariably crashes it pops up a commiserating dialogue box asking you permission to send the diagnostic report to the browser company anonymously to help them fix bugs and build a better browser.

Faced with this privacy brief, only 3 percent of users click “Yes.”

Digital natives

Is it because we are digital immigrates? Our children happily offer data everyday about personal activity without hesitation.

Is the challenge simplifying the legal narrative to allow consumers to make an informed decision without interrupting their next click on the small screen? It seems an improbable feat.

In March, the Federal Trade Commission issued a report on best practices for businesses collecting personal data called “Protecting Consumer Privacy in an Era of Rapid Change: Recommendations For Businesses and Policymakers.”

The FTC, which is taking a proactive lead on privacy in the beltway, seems cognizant that it needs to create a flexible framework to best interpret what is unfair or deceptive in Section 5 of the Federal Trade Commission Act.

CONTINUE TO READ FULL ARTICLE HERE

Girls Around Me: An issue of privacy and trust!

By Gary Schwartz

Why the shock and awe of a mobile application that helps guys find girls around them – an app which uses publicly available data from Facebook and foursquare’s APIs, data which is completely permission-based?

Well, the “GirlsAround.Me” app, understandably, riled the press. The Cult of Mac blog’s headline reads: “This Creepy App Isn’t Just Stalking Women Without Their Knowledge, It’s A Wake-Up Call About Facebook Privacy”. CNET’s op-ed reads: “Girls Around Me and the end of Internet innocence.”

However, the “Girls Around Me” app is simply another in a long list of controversial services that use information that is floating about the digital commons.

The Russian company, i-Free, that developed the app cannot understand the kerfuffle, claiming that it has been used as a “scapegoat” for the privacy debates whirling about Washington. Honestly, it has every right to be confused.

The industry itself is confused and responding to privacy in reactive knee jerks instead of thoughtful best practices. The problem is the complexity and sensitivity of social data. Combining location check-in with social graph is a potent privacy cocktail.

→ Read More

Dealing with Mobile Consumer Trust on April 24th

We are all excited about the potential for mobile wallets in the store and the cloud. The consumer can click permission for mobile services to track their location and scrape their social graph. These services allow for shopping and social convenience.  They allow for seamless, frictionless, realtime interaction with brands and retailers.

There however is an unwritten balance between convenience and trust. When does an location-based application like Highlight move from helping to spooking the would-be social consumer?

On April 24th in DC, join me to discuss how to build a consumer friendly ecosystem that is not dictated by legislation but rather by best practices, transparency and user-friendly signs for the consumer of the services.

There are high stakes. If the industry is not proactive in addressing this crucial issue, the fallout will be costly. Juniper Research recently stated that over $74 billion worth of contactless transactions will occur in three years and the privacy and security issues could cost billions.

Top high-level executives from leading online/mobile companies, content players, ad agencies and governmental agencies will gather to discuss the pressing privacy and security issues facing M-commerce and M-content.

MEF’s Mobile Commerce and Content Privacy Summit

When: April 24, 2012 from 2pm to 6pm, with a reception following
Where: 
SNR Denton’s DC Offices – Penthouse Suite 1301 K St NW Washington, D.C

For more information or to RSVP, please contact: Marjorie DeHey, GM MEF – North America 

Interview: Shopper + smartphone = impulse purchase (WSJ)

Smartphones and other mobile devices are changing the way we shop. Gary Schwartz, founder and CEO of Impact Mobile and author of “The Impulse Economy,” tells Radio’s Adrienne Mitchell smart businesses are responding to more-impulsive shoppers.

Interview: 10 Mobile Big Things in 2012 (BNN)

Business News Network 7.5 mins: 10 Mobile Big Things in 2012 Gary Schwartz, CEO, Impact Mobile, joins BNN to speak about the 10 big mobile things in 2012.