How Danone, Renault and other industries are preparing for connected objects

by bold-lichterman

The interoperability of systems will be one of the main challenges

[publié le 6 décembre 2013]

rafi-haladjian-mobile-marketing-forum

“Our vision has changed over the past ten years. The connection of objects is no longer the objective today “affirms Rafi Haladjian, the famous entrepreneur known for the creation of innovative products like the” communicating rabbit “Nabaztag or, more recently, Mother, an intelligent doll who” takes care your safety, your form, your comfort and your little pleasures “without even having to take care of them”. The name was not chosen at random.

Eight years separate the two products and their transformation confirms what the serial innovator – who came to present his latest creation at the Marketing Mobile Association Forum which, after Beijing, New York, London and Singapore, was held yesterday in the Paris region – perceives as market evolution. Previously, “between the user, the data and the information, there was an object. User behavior was never captured, ”explains Mr. Haladjian to the attentive audience. “Then was born this fantasy of communicating with objects”.

We are coming to the end of this age of objects. More and more devices are blending into the lives of users. They are therefore no longer objects as such, they now capture information by themselves. They are native.

mother-sense

More concretely, while the intelligence of the user has decided until now what the machine does – the latter then only carrying out tasks based on the indications provided – objects are called upon to become autonomous, to learn on their own and adapt accordingly according to the founder of Sens.e.

Interoperability of systems

“A family of small sensors, motion cookies, are placed on heaps of objects used in your daily life. They will be able to know everything about you, without having to press a button or another. They will monitor you and analyze everything. We are therefore looking to constantly push back the battery life so that each user can really forget them, ”he adds.

The objects will not speak with each other, however, at least not directly, reassures Rafi Haladjian on matters relating to privacy. They will deposit their files on the Internet where protocols and exchange standards have existed for a long time. It will then be necessary to distinguish two types of actors: industries which will generate income through the sale of innovative equipment and those which will make a living from the processing and marketing of data.

Monitor hydration or cholesterol

In both cases, the major challenge for the sector will be interoperability according to Philippe Raynaud, who works at Renault’s Digital Factory, who came to talk about the connected car. “People don’t want to have to heavy synchronize their different systems.” “All intelligence is in the cloud and in the interoperability of clouds to generate useful use cases for customers ”refines another reviewer. If he recalls that the automotive industry must be at the forefront of this issue, he explains that it is however faced with players who weigh much more heavily than it does. Difficult to fight against Google or Apple. But everyone wants to test, try, experiment.

smart-drop-evian

“We had launched amart drop“, A connected object stuck on the refrigerator that automatically orders new Evian packs when the need arises. The head of social media and connected objects at Danone recognizes, however, that the operation was more about communication than an industrial vision. He confirms, however, that the agrifood group is looking very seriously at the question of the intelligence of objects, in particular with regard to the monitoring of hydration or cholesterol. We will not know more, but progress is to come. All industries seem to have an interest.

Connected cars, health… working with the CNIL on private data

“The greater the multiplicity of objects, the more possible use cases there will be because we touch on everyday life” analyzes Vincent Ruf, from Zenbox, a solution for monitoring energy consumption, which is working on “a project of a connected weather station which will control, for example, the shutters and automatically adapt the heating to avoid waste ”.

However, it is difficult to avoid questions relating to privacy. For Olivier Rouxel, project manager at the Ministry of Productive Recovery, no doubt, we have to work upstream. “It is better to initiate a reflection with the Cnil to lead to solutions rather than to have it as an enemy in a few years”. According to him, an approach that is entirely compatible with innovation. “We did it at the time with RFID chips,” he concludes.

Photo credits: Frenchweb, Sen.se, Danone