The internet of things has never quite found its footing, and some proclaim the once-hyped concept is dead. Even as tech companies like Apple, Amazon, and Google pour money into smart speakers, there’s no real, tangible use for them. Other companies have tried–to little avail–to sell us dumb smart products like smart refrigerators and smart water bottles. And smart homes? They spy on users–and they’re just plain annoying.
For Matt Webb, a technologist at R/GA London, the potential of the internet of things isn’t inside your home. It’s outside of it. “It’s where we can finally start assembling parts to make products or services or companies with a smaller number of people or with greater ambition than before,” he says. “IoT is solving problems in the business space really clearly.”