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The media-ization of your kitchen

Menno van Doorn
May 01, 2013

At the recent IFA Global Press Conference in Sardinia, Siemens demonstrated a prototype of a connected app for their future range of connected home appliances. Watch this video and be amazed by the possibilities of connected things. If this is the future of your kitchen, what will the future of advertising look like? The kitchen is a playground for many people and marketers would love to have access to it. The media-ization of your kitchen by companies like Siemens can make that happen. The recent shift in advertising was caused by ego-broadcasting platforms like Twitter and Facebook. And now the industrial internet is turning appliances into ego-broadcaster as well. A fridge that sends you a pic, coffee machines that say that they need to be cleaned and so forth. For your convenience of course. Machines that ask for your attention will cause a stronger bond between you and your stuff. That’s probably why Siemens is in the game of connecting (connect you with Siemens). But what will be their next step? Could Siemens become the new Facebook of our kitchen? Side-bar advertising on the pictures that come from your fridge? Will they sell the data to the food-industry? Or to Gordon Ramsey for a new version of Hell’s Kitchen?

About the author

Director and Trend Analyst VINT | Netherlands
Menno is Director of the Sogeti Research Institute for the Analysis of New Technology (VINT). He mixes personal life experiences with the findings of the 19 years of research done at the VINT Research Institute. Menno has co-authored many books on the impact of new technology on business and society.


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