It's been a tough week for the Internet of Things.
Two cautionary reports described the technical and marketing challenges for the connected technology services and systems in which cable operators are expected to play a significant role.
A Hewlett Packard study unveiled on Tuesday warned that 70% of the most commonly used IoT devices contain vulnerabilities, including password security, encryption and general lack of sufficient user-access permissions. A day earlier, eMarketer issued its “Key Digital Trends for Midyear 2014: The Internet of Things, Net Neutrality, and Why Marketers Need to Care”, which compiled and compared several analyses showing low consumer awareness of IoT and relatively low interest in using connected devices (about 28% of respondents were "somewhat interested"; the rest of the survey group even less so).
Nonetheless, an eMarketer analyst offered a positive spin:
"As more name brands get into the game, from Apple to Google to ... Home Depot, Best Buy and Staples, ... consumer awareness [will grow]," said Noah Elkin. "Just don't assume uptake will happen overnight."
eMarketer's evaluation, using data from a surveys earlier this spring, found that "cars" and "smart appliances" are the IoT technologies that U.S. Internet users "most highly anticipate" (39% and 34% respectively). Toys, drones, glasses, clothes and sports equipment all fell below the 20% interest level.
Such modest interest levels suggest that cable operators, which are focusing their initial IoT ventures on "smart home" entertainment-related and some energy management services, are pursuing a realistic near-term approach to introduce Internet of Things projects.
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