The Impact of the Internet of Things on Consumers and Business Professor Dr. Donna Hoffman, The George Washington University Paper presented at the EFMI VISION ON FOOD CONGRES 2017, Theme: “Food for Thought” May 23, 2017, Kasteel De Vanenburg in Putten, Netherlands
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The Impact of the Internet of Things on Consumers and Business
Professor Dr. Donna Hoffman, The George Washington University
Paper presented at the EFMI VISION ON FOOD CONGRES 2017, Theme: “Food for Thought” May 23, 2017, Kasteel De Vanenburg in Putten, Netherlands
Many to many interaction between people and content via Web interfaces.
Many to many interaction directly between people via social networks.
Many to many interaction between people and smart objects (C2M, M2M, M2P, C2C interactions)
Behaviors
Identity of the Internet
Shop online, browse web pages, search for information are all largely static.
Global Collective Identity
Shift to smarter apps to enable more sophisticated and complex interactions. Balance of power shifts from marketer to consumer.
Global and Personal Collective Identity
C2C interactions recede compared to evolving heterogeneous interactions of C2M, M2M, M2P in overlapping assemblages that are ongoing and evolve over time.
New Personalized and Segmented Consumer Experiences Will Emerge in the Context of the Unique Identities of These New Assemblages 4
The wide range of everyday objects and products in the real world that are enhanced with programmable sensors and actuators that communicate with other devices and consumers through the Internet. (Hoffman and Novak 2016)
The Consumer IoT is an assemblage of heterogeneous components.
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We’ve developed a new framework based on assemblage theory to understand how consumer experiences will emerge and evolve in the IoT.
A comprehensive theory from the neo-realist school of philosophy which explains the processes by which the identity of a whole - a whole that is more than the sum of the parts - emerges from ongoing interactions among its parts (DeLanda 2006; Deleuze and Guattari 1988; Harman 2008; Hoffman and Novak 2015; 2017).
In the past few years, concepts from assemblage theory have been applied to an increasingly broad range of consumption, consumer behavior and marketing topics (Canniford and Bajde 2016; Canniford and Shankar 2013; Epp, Schau and Price 2014; Epp and Velageleti 2014; Geisler 2012; Martin and Shouten 2014; Parmentier and Fischer 2015; Thomas, Price and Schau 2013).
Current IoT Applications in the Food Industry Parallel Early Development of Internet in B2B
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Reduce maintenance costs
CERTUSS’ 14,000 steam generators are IoT connected and every day temperature, flame signal and steam pressure are measured and modeled to predicts equipment failures before they happen
Reduces downtime; cuts servicing costs since problem can be known remotely.
Improve productivity
King’s Hawaiian Bakery doubled daily output by connecting 11 specialized machines to each other and the cloud, providing access to historical and current data and making it easier to maintain and troubleshoot issues.
SugarCreek factory uses IoT-connected sensors and cameras to monitor assembly lines, along with predictive analytics, to determine how to increase productivity and monitor for food pathogens and other irregularities
Monitor the supply chain
Industry experts expect the IoT to improve manufacturing productivity from innovation supply chain performance by at least 15% by next year http://foodindustryexecutive.com/2016/04/the-internet-of-things-and-the-future-of-food/
The IoT Will Transform the Entire Food Supply Chain
“real-time visibility, immense data collection, and more proactive and automated problem solving”
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Farming: drones capture data on crop growth, monitor weather and control water and energy usage. Predictive analytics applied to soil and air quality, labor and equipment costs. Better yields at lower costs.
Warehouse Management & Production: sensors improve quality control and real-time analytics streamline production, track and replenish inventory, monitor worker productivity and labor costs. Eventually people will be replaced by machines that fix themselves before they break down.
Food Safety: IoT-connected temperature and humidity sensors monitor food containers and trucks and trigger alerts. Easier for shippers to diagnose and fix problems, pinpointing contamination origins and launching recalls.
Logistics: RFID tracking makes food supply chain visible and more automated; coupled with GPS, can optimize routes based on weather, real-time traffic. Better management of supply chain performance.
Barilla Group uses QR codes to enable consumers to track the entire supply chain for a box of pasta or a jar of pasta sauce.
Consumers scan the QR code and can learn the field where the wheat was grown and how each ingredient made it into that particular package at each step along the way from farm to plant to store.
This program also helps Barilla fight counterfeiting and improves food safety practices.
What Will Consumer Applications Look Like In Just a Few Years?
To speculate about this, we start by recognizing that smart objects have the capacity to affect other entities and be affected by them, owing to their intelligence.
Smart objects are more than what they do in relation to consumers.
Smart Objects Have Agency, Autonomy, and Authority
Agency describes the ability to act, autonomy the ability to act independently and authority how smart objects affect and are affected by other entities in interaction.
› Smart objects have agency to the extent that they possess the ability for (inter)action (Franklin and Graesser 1996; Latour 2005), having the ability to affect and be affected.
› Autonomous objects can function independently without human intervention (Parasuraman and Riley 1997 and independently interact with other entities, serving their own agendas (Franklin and Graesser 1996; Luck and d’Inverno 1995).
› Smart objects possess authority when they can implement communication and decision-making with other smart objects and with humans (Hansen, Pigozzi, and van der Torre 2007).