Inside the internet of things

If the internet of things and big data sound like impersonal approaches to high-tech, listen again. Increasingly, the two are being put together with mobility and social networking to allow companies to respond with unprecedented speed to customer demands.

Take the Red Robin restaurant chain in the United States. A while ago, they tested a new hamburger across the chain and gave their frontline waiters devices on which to input customer feedback – likes and dislikes – about the burger. 

Normally the testing, feedback and response loop would have taken 12 to 18 months. This time round they were able to get a new, improved burger on to the menu within four weeks. And there was an unexpected bonus.

“Not only was it great that they could respond to customer feedback, but they found employees were so much happier,” said Susan Hauser, corporate vice-president for the Enterprise and Partner Group at Microsoft, which assists in implementing such solutions to business problems. “They feel they’re making a difference, they’re being listened to and they feel more like they are part of the company. It makes a big difference in employer loyalty.”

Microsoft worked with Nike and consultants Cognizant to connect storefronts with Nike’s business intelligence portal. This not only helps them get a better handle on store inventory, but also to understand immediately what’s selling and what’s not, so that research and development cycles can be shortened.

Local application
In South Africa, it helped Intervate develop the Johannesburg Road Agency’s (JRA) Find and Fix app, which allows motorists to report issues such as potholes and broken traffic lights as they encounter them, with one or two clicks on a smartphone. The responsiveness of the app and JRA is helping revive the credibility of the much-maligned agency.

“We’re moving away from a focus on releasing new versions of technology for its own sake, to addressing how technology can drive business outcomes,” says Hauser, whose division generates 55% of Microsoft’s overall revenue. 

The four big trends that information technology consultancy Gartner calls the “nexus of forces” – social, mobile, cloud and big data – “are driving our customers to take a new look at business, and allow them to look at a different way to connect with customers”.

Small businesses are also benefiting. Hauser’s division has guided 2 000 start-ups in leveraging the Microsoft cloud computing platform, Azure, which does not tie customers into Microsoft products. Azure was designed for the quick building, deployment and management of applications in the cloud and is compatible with open source operating system Linux.

Not that it is all altruistic. Microsoft’s leadership in cloud solutions – it dominates the category along with VMWare – has propelled the company’s share price to a 14-year high. Sales of Office 365, the cloud-based version of Microsoft’s market-leading productivity software, have more than doubled its original targets.

“We are seeing incredible momentum,” says Hauser, pointing to case studies ranging from patient care to kitchen appliances to in-flight entertainment. “The internet of things is about going beyond traditional development and seeing how we can we help customers leverage things like mobility and sensors and the cloud to make smarter, better decisions. 

“Car manufacturers, retailers and banks, for example, are all looking at how they can leverage it to understand their customers, to make decisions faster, to get analytical information faster and to service customers better. Across all sizes of business, and through to consumers, we are seeing technology truly enabling businesses and lives.” –

Arthur Goldstuck is founder of World Wide Worx and editor-in-chief of Follow him on Twitter on @art2gee.

Subscribe to the M&G

These are unprecedented times, and the role of media to tell and record the story of South Africa as it develops is more important than ever.

The Mail & Guardian is a proud news publisher with roots stretching back 35 years, and we’ve survived right from day one thanks to the support of readers who value fiercely independent journalism that is beholden to no-one. To help us continue for another 35 future years with the same proud values, please consider taking out a subscription.

Related stories

Beware of Big Business bearing gifts

Large corporates whose business has thrived because of inequalities, could be hijacking the anti-racist movement by offering money and not tangible changes

Initial teacher education must be prioritised

Education and the education of teachers is already a complex issue and even more so in rapidly-changing global circumstances

Build infrastructure to support the fourth industrial revolution

Technology has the potential to solve many of the country’s social problems such as electricity production and the eradication of pit latrines

South Africa must have a stake in artificial intelligence technology

The country needs an institute that will be a conduit for AI knowledge to industry, society and government

The workplace today through the lens of augmented humanity

There is huge generational diversity in the workplace today

Microsoft’s culture of innovation

A rich and resilient internal culture creates an environment that embraces diversity and inspires constant learning

Vaccine trial results due in December

If successful, it will then have to be manufactured and distributed

White men still rule and earn more

Women and black people occupy only a few seats at the JSE table, the latest PwC report has found

ANC still at odds over how to tackle leaders facing...

The ANC’s top six has been mandated to work closely with its integrity committee to tackle claims of corruption against senior party members

The PPE scandal that the Treasury hasn’t touched

Many government officials have been talking tough about dealing with rampant corruption in PPE procurement but the majority won't even release names of who has benefited from the R10-billion spend

press releases

Loading latest Press Releases…

The best local and international journalism

handpicked and in your inbox every weekday