| |July 20189CIOReviewmously, meaning manufacturers will need to coordinate with more global suppliers. Boundaries that today sepa-rate individual factories and other fa-cilities will be eliminated as IoT and proximity technology would connect multiple factories and the people working in them.Building flexible solutions at scaleSmart proximity awareness based on a scalable and horizontal technol-ogy foundation lowers barriers and makes it easier to integrate all of the pieces into a single whole that is easy to operate, expand, and maintain. It's high time to consider the IoT busi-ness opportunities, set a vision, estab-lish a plan, and put smart proximity awareness technology to work as a strategic differentiator.It's well pointed out by McKinsey as, "Businesses that fail to invest in IoT capabilities, culture, processes, as well as in technology are likely to fall behind their competitors"Technology ­ Tryst with destinationThrough many challenges that mar-keters face, one is discovering cus-tomers' needs, behavior and customs. Where does he watch our products for most of the time? What device does he use for that? What is the path that he follows to get to our site? Or maybe is he more into traditional pa-per-based offers and offline stores? All this and customer behavior is used to build their profile and taste for better segmentation and targeted approach. Despite new technology, platforms and ways to approach customers the real burning issue for marketers stays the same: how to reach customers, how to extend the business prosperity and what is the best strategy?As technology is upgrading, so is the expectation of customers too. In practice, it means customers won't appreciate an offer or discount, unless it suits them. It has to be designed in a way to create unique shopping experience and build brand loyalty. Success on multichannel field is achieved when it meets customer's expectations and needs. The key here is to wisely segment the collected data, analyze it and successfully use in cross channel strategy. Further timing is important, customized and polished content with great discounts may flop if not adquately timed.Every day we are bombarded with information: digital and paper-based. It is on marketer's side to create and optimize communication in a way which cultivates interest. It is needless to say that communication should be done simultaneously on all platforms and channels.Converting an opportunity onto Prospective customer or closing and finishing an order is more important. Driving user to shopping cart site ­ is just the beginning. In this world of smart gadget, we have to keep in mind, that during browsing and dis-covery a user can abruptly change his mind both voluntarily or involuntar-ily and switch off his devise.Technology to the RescueProximity Technology with the use of Bluetooth and Beacon gives an opportunity to connect with clients in an exciting and engaging way. It enables interaction with users in real time. Imagine building capability of transmitting content and promotions pertaining to product offering in a personalized way that too using all channels. Use of modern high-tech connection of Bluetooth/Proximity/NFC and Beacon Technology with mobile application enables client en-tering stores to instantly receive a mes-sage on their smartphone or wearable device. These messages include infor-mation concerning the physical loca-tions of product, its descriptions as a customized offer. Proximity technol-ogy can be used to drive more traffic to product store and bring more mul-tichannel sales to business. It helps creating a unique relationship with customers, enabling communication with clients both online and offline.Apart from commercial benefits there are many socio, economic bene-fits and lifestyle status symbols encom-passed in products. Do remember the unique functionality which transform and enables next generation hands-free sensing faucet and lights in most of places. And the Retina sensing tech-nology being used in Apple Watch, these are few notable examples of Proximity Technology. Ajay Kumar JhaSmart proximity technology will play an important and critical role in extracting value from IoT, alternatively IoE - the Internet of Everything
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