Signature January/February 2015 - 20

Imagine you run the publishing
department of an association for veterinarians. Your member veterinarian
has an animal hospital stockroom where
vaccinations, supplies, etc. are kept. The
stockroom's smart shelves are equipped
with sensors linked to the animal hospital's inventory and product control
software. Based on the weight of its contents, the shelf sensor sends a message
to the software when a particular item
runs low, and the item is automatically
reordered and shipped to the veterinarian's practice.
Now, let's assume that your member
veterinarian is engaged with your association and trusts you. The member allows
your association's content system to link
to the animal hospital's inventory software.
The animal hospital is running low on
heartworm pills, and the smart shelving
triggers a re-order. The re-order triggers a message from your association's
content system:
Since you are in the process of ordering
heartworm pills, you might be interested
in this latest research and the new recommendation from Tufts University on how
to avoid your canine customers building
immunity to heartworm medication.
20

JANUARY/FEBRUARY 16

signature

Is your association thinking about how
this Internet of Things will affect how
you will be expected to deliver content
to members?

will be connected, acting in tandem with
the millions of people who access the
Internet in their personal and professional lives.

"Associations have to be performing tasks with
information as opposed to just providing the
information. Moving forward, it's got to be
about responding to the member's need in
the moment, and we're going to win by giving
them better stuff."
- Constance Hardesty

The Internet of Things is a giant
network of devices - everything from
cell phones to coffee makers to wearable
devices - connected to the Internet and to
each other. Gartner analysts estimate that
by 2020, there will be over 26 billion connected devices on the Internet of Things.
No doubt, due to the plunging cost of
connectivity, the Internet of Things will
be changing all of our lives sooner than
we think. Our physical world is becoming more and more programmable. Soon,
billions of electronic devices and sensors

This idea of things being connected
to the Internet has been predicted for
15 years - but now, it would seem, we
are entering the perfect storm of social,
mobile, apps, analytics, big data, and the
Cloud, revolutionizing the information age. If you've visited the Consumer
Electronics Show in Las Vegas in the last
year or two, you know that the tipping
point is here.
"With the Internet of Things, associations must realize that they are no
longer in the publishing business," says



Table of Contents for the Digital Edition of Signature January/February 2015

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