"It's not just electronics, it's cereal boxes, all kinds of objects will have intelligence and the ability to communicate. Connectivity is a significant multiplier. P&G ships 40 trillion some objects per year, imagine them all connected." What do you do with a connected cereal box? "With a cereal box? You'll communicate about health related issues, add social elements, easy ordering. A brand can build a direct relationship with the consumer without relying on retail stores. Look at the aftermarket, 30% of the diapers ordered are now ordered online. There's no reason why that can't happen on other objects. I think the chance for the brand to interact with consumers directly is huge. "Brands have been losing direct relationships with consumers over the year, they want to get back in the game. When you have that many devices in the market of course every cent counts, but there are a number of things in development in the market working on dropping those costs." - readwrite.com