Big Tech Firms Are Ready for the Internet of Things, Even If Marketers Are Not

Too much data and unclear ROI keeps brands from buying in


BARCELONA, Spain—By 2020, there will be 50 billion Internet of Things (IoT) devices globally, according to Cisco. That's the one big stat that keeps coming up at Mobile World Congress this week to quantify how big the mobile industry is poised to become.

But while tech firms like Qualcomm, IBM, Dell and Intel tout the possibilities of storing and analyzing billions of bits of data, only a handful of brands—like fitness companies and automakers—are ready to fully embrace the IoT.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in