A Publishing Platform That’s Bigger Than The Web
The Internet of Things will change how content is created, distributed and paid for. Here’s why.
Digital content has a new home in the physical world. By attaching content to people, places and things it will forever change the economics of content production and distribution.
There’s no shortage of hype about the Internet of Things. Our thermostats know we’re headed home, we can order more Tide detergent with the click of a button, our cars will drive themselves and beacons will spit out coupons as we walk in the front door of the local grocery store.
We drool over the “Big Data” that all these machines will create. Cities will autonomously respond to sensor data to redirect traffic flow, drones will deliver groceries before we even know we’ve run out of organic kale, and our fridges will….what? Talk? Let us browse the Web?
But while the data is important, there’s another paradigm change taking place:
With the ability to connect content to physical space, to “attach it” to things, we’ll be able to measure and monetize media in entirely new ways.
Traditionally, content was the excuse for delivering advertising.
On the Internet of Things, content is delivered in an entirely new context: at the point of action, at the moment in which a behaviour is exhibited or changed.
I don’t need to launch a Web site or mobile app where recipes are the excuse to show ads about Kraft Macaroni and Cheese.
The recipe itself, by being attached to the point of decision making, becomes something that can be measured, monetized, tweaked and personalized.
There is No Offline
The Internet of Things represents the convergence of the digital and physical worlds. Its profound implication is that there will be no offline.
But in that convergence, it also represents the largest new publishing platform the world has yet seen. A platform on which content, by being “attached” to physical goods, space and people, will see new economic models for its creation and delivery.
Our vision at dot3 is to provide the tools to “broadcast” on the Internet of Things. To give content and media creators the ability to create the new narrative structures for the Internet of Everything.
And we do so in the belief that above consumption, the Internet of Things can liberate the production of content by shifting its seemingly endless and uncontrolled dispersion (and dilution) across our devices.
Through its grounding in the space where physical atoms meet the digital (facilitated by IOT), it will unlock a new grammar for storytelling and new modes of value creation.
A New Form of Media
I remember when I started my first blog. It was a leap into a new form of community, storytelling and dialogue. It was a lot like how youTube represented a new form of content creation and narrative.
The next frontier for storytelling holds a similar promise. It contains the rich promise of both new forms of media and new ways to be paid for what we write or create.
Maybe dot3 will be able to help by providing tools to make that happen. But more broadly, maybe we can also help protect a vision in which content is the key to unlocking new forms of value.
The convergence of the physical and digital which is represented by the Internet of Things gives us an opportunity to reinvent the models for content valuation and consumption — and more than anything we hope to help avoid making the same mistake twice.