Amidst the current hype around the Internet of Things (IoT), it seems like everyone is marketing themselves as an IoT company, and even more, as an IoT platform company. Luckily though, there are signs of sanity among some of the more serious IoT players.

As an example, take the Home Automation focus session at the IoT World show in May this year. The session was facilitated by Brian Bedrosian, Director of Marketing at Broadcom, with panelists Rob Martens, Futurist and Director of Connectivity Platforms at Allegion, and Chris Allen, CEO and founder of iDevices.


The theme of the session was that as companies enter the IoT market, they need to stay focused on their core expertise and brand promise to consumers, rather than being carried away as they chase after the latest whiz-bang IoT trend or feature.