Industrial IoT Asset tracking: what about talking about the client’s business?
Whatever the type of technological services involved, it is always difficult to avoid the pleasure of explaining the “how”!
We always tend to talk more about technology, rather than the customer’s need or job. It’s in the DNA of the “engineer’s companies”! Especially in France, where culture is more “technological” than “market”. This is less the case in our Anglo-Saxon neighbours.
The field of industrial IoT, particularly in its asset-tracking component, is no exception.
Just look at the literature on the subject, both on social networks and on print, everyone is very happy to delight their interlocutors with more or less abstruse technical terms. We are entitled to wonder what our prospects really get out of all these details about the technical choices of our systems.
There are at least 3 reasons why our industry should focus on the “why” rather than the “how”:
- Our industry is young, we have to make the market understand the kind of value it can get from our technologies. Evangelization is necessary, and for it to be as effective as possible, it is necessary to talk about business value.
- The Industrial Internet of Things is a major innovation of this early century. To move from a POC phase to a real deployment, the stakes involved must be much higher than the constraints linked to change. The more we talk about the scope of the business, the better our understanding of internal resistance will be, the more effective our responses will be.
- More generally, talking about our customers’ business refocuses our concerns on the customer, not on technologies. This pushes our services to be more multi-technologies to meet increasingly diverse and multiform needs. For ffly4u, it is thanks to our customers that we have integrated new sensors into our devices, increased the requirement of our Software, integrated for the first time in the LPWan world, the Edge AI (Embedded Artificial Intelligence).
Let us remain on this last point: it is surprising to note, particularly in our industrial IoT sector, that the “customer driven” approach pushes us to make our technological offer more complex, so that it “fits” as closely as possible with customer needs. This is the key, but it is also a real danger for us, asset tracking players: letting ourselves be led towards more integration of technologies by our market without strategic thinking is dangerous.
In fact, it is necessary to balance integration and specialization. This can be the beginning of defining a good strategic positioning in our sector.
Have a good weekend.