Home Gym – Are Lockdowns Creating Tomorrow’s Opportunities For Manufacturers
In my last article, I started to unpack the idea of a digital rundle, and more specifically its implications when it comes to traditional product manufacturers using digital content delivered on their proprietary device to provision new services. These services could just passively extend the product use frequency, serve as heightened consumer experience to drive loyalty but also help monetize insight derived from collected data. Conceptually, this convergence of hardware and content feeding of each other reminds me of President Eisenhower’s warning about the military-industrial complex but I don’t believe it is as serious of a notion. Nevertheless, they could be the “next hot thing” for the consumer and commercial product sector as we enter an economic recovery interrupted by intermittent lockdowns.
When Peloton sales took off driven by the surge of home offices, it effectively kicked off the slow demise of the traditional gym. After all, most home gym aficionados say that they will continue with their home workout post-Pandemic. “The bike” knows what music you like on Spotify, your favorite trainers, training routines, and times. Want to consume new content? No problem. Peloton or your NordicTrack treadmill will know what trainers, and genres you like based on your demographics and what country and theme-based workouts you launched previously. Want to take a Beatles workout? It exists already. Want to bike in a Ronin-style car chase through Paris or running the Marine Corps Marathon and donate to the Wounded Warrior Foundation? I may be available soon.
How did they know? Because you may have watched Fast & Furious Tokyo Drift or watched a USMC boot camp video on YouTube last week. Web cookies may be enticing you to hunt elk in the Colorado Rockies with Remi Warren and Joe Rogan. If you are a middle-schooler in the household; no issue there either aside from potential data privacy concerns. It can work your glutes through Roblox or Minecraft landscapes. Heck, the machine can even suggest your next keto diet meal and assemble a shopping list on your smart speaker. If it is an active device, like the one Amazon is working on, it may just interpret your facial expression and offer to connect you to a therapist on Talkspace if you feel down because of your missed weight loss goal. It may sound like 1984 – and it sort of is – but it will be a reality in the near future. The pandemic-induced intrusiveness of Zoom conferences and the emergence of post-Gen-X buyers as a force is continuing to lower reservations about data privacy. But these are all high-tech products and services, you may say.
So what? We make laundry detergent, microwaves, office desks, mascara
How can a manufacturer of home office furniture, kitchen appliances, or detergent harness this wave? What happens if they don’t? You have to start thinking that every household surface and tool is a potential avenue to share content and create unique experiences. Manufacturers have to make these surfaces valuable and the brand cooler by providing a sticky experience during the time of its use. In a second-generation, they should also make them smarter, meaning intuitive using AI.
As I sit at my home office desk typing these lines, I look at my adjustable standing desk surface. It is made of black, laminated particleboard. Why isn’t there an embedded monitor, sold to me by Shutterfly scrolling through my last vacation and family photos reminding me why I am standing here typing to begin with? Why is my microwave not projecting images of new baking ideas when it detects me unpacking flour from my last grocery store trip? Why is it not telling me what the next steps in a recipe are? Why do I need a smartphone for these tasks only to run my greasy fingers over it? Could my refrigerator connect me with an avatar reminding me to stop snacking after dinner time through an angry lecture on its door? My living room bookshelf could help me sort all my kids’ books, help me figure out which to donate as my kids grow out of them, and alert me to similar titles endorsed by other mom influencers. Today’s high-end, instrumented power drills or my workbench should be able to detect that I have not used it in 3 months. If it uses the date to grasp that it is the winter holiday season and my kids are likely bored, as a consequence, it should put 1-and-1 together to suggest a Michael’s supply list and project plan to build a birdhouse.
Why do I have to rely on “similar titles” or “other people also bought” recommendations on Amazon
All-in-one healthcare is coming and a smart device will be its lynchpin
Looking at presumably critical life functions for a change, let’s take a peek at Walmart
In a recent tele-health exam, ZocDoc scheduled my appointment, the doctor viewed my online form inputs, asked me a few questions over a teleconferencing app, and diagnosed me. Based on this, she prescribed thousands-of-dollars of treatments via another app, scheduled them via a call center, and sent me a survey. The main shortcomings were not only a multi-platform, disjointed process execution but also a complete lack of scientific sensor information to avoid excessive consultations, prescribing or misdiagnosis. Could a Dexcon create a Progressive Snapshot multi-sensor device for a more comprehensive body screening using temperature, skin tone, urine, saliva, pupil dilation, and facial readings?
As traditional manufacturers focus on supply disruption, continuing tariffs, and Covid-stimulus-driven inflation; they may lull themselves into the belief that things will return to normal once a large portion of consumers is vaccinated. If similar-sized social and economic disruptions are a lesson – I am thinking of wars here specifically – we are primed for some redistribution of wealth beyond Elon Musk and Jeff Bezos. We are set up for major (bio)technological change and realignment of the social fabric. A manufacturer can either shape its own destiny by veraciously controlling data exchange with consumers or surrendering to their application infrastructure. Its brand needs to be in consumers’ faces and on their minds for an increasingly larger portion of their day instead of being relegated to a common, low-cost or low-impact feature in the cooking, grooming, cleaning, working, self or home improvement ecosystem.
Home Gym – Are Lockdowns Creating Tomorrow’s Opportunities For Manufacturers]
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