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Authenticity for internety things

I think that the Internet of Things [IoT] for the masses will first manifest itself, paradoxically, through branded and high-end objects, because that is the usual vector for popularizing a new technical affordance. The entire nascent industry of trackers, from the Nest line of ambient ‘see everything’s’, and the FitBit ecology of wearable trackers, to the SenSe Mother household tracking hubs, the trajectory is to appeal to the aspiring [and lately shrinking] middle class and above. Enter Remy Martin IoT bottles for the Chinese market, positioned around the notion of authenticity. How do you get authenticity in this age of fakes? You connect to the internet of course, and personally register your bottle for that extra bit of authentic stamp of approval that someone somewhere has recognized your conspicuous consumption.

I think the two big trajectories along which we will be experiencing the IoT are nicely illustrated by this ad. The lumpen-proletariat gets the surveillance end, the middle class and everyone above gets the authenticity and personalization.

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