Gartner Research

Cutting Through the Hype: Leveraging Use Cases to Validate IoT Opportunities and Spur Adoption

Published: 24 August 2015

ID: G00278002

Analyst(s): Nathan Nuttall


Use cases should illustrate near-term IoT opportunities, validate target markets and quantify customer benefits. Product marketing managers at IoT technology service providers should build a portfolio of use cases to communicate real-world IoT solutions and value propositions to customers.

Table Of Contents
  • Impacts


Impacts and Recommendations

  • Too much emphasis on IoT benefits that will not be delivered until the distant future has made it even more important for product marketing managers to identify near-term, realistic opportunities that can be monetized today
  • Product marketing managers who focus less on widely hyped consumer IoT applications and more on commercial applications that offer clear and compelling IoT financial value will enjoy higher returns
  • Overemphasizing use cases that enable incremental revenue leaves IoT vendor marketing managers missing out on potential customer engagements that offer even more compelling cost-reduction opportunities

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